Mobile Banking Roll-out in Egypt: Antecedences of Mobile Banking Adoption

Tamer Abbas Awad and Yasmine Salah AlDin Dessouki
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Tamer Abbas Awad: German University in Cairo, Marketing Department, Cairo, Egypt
Yasmine Salah AlDin Dessouki: ADIB Egypt, Cairo, Egypt

International Journal of E-Services and Mobile Applications (IJESMA), 2017, vol. 9, issue 2, 1-22

Abstract: Mobile phone Banking is the latest self-service banking innovation; which represents potential opportunities for both customers and banks. Though it emerged in the early 2000's, it is still in its infancy stage in Egypt. This study aimed to investigate the factors that affect customers' acceptance of mobile banking. The theoretical framework of this study is an extension of TAM and IDT. A sample of 461 bank customers participated in this study. The most significant factors which affected customer's adoption of mobile banking were; perceived compatibility, perceived usefulness, perceived ease of use, credibility, trust, risk, and cost, respectively. Moreover, it was found that ease of use influenced usefulness, while perceived trust affected risk perceptions. Marketers should emphasize on developing a positive customers' attitude towards M-banking, the ease of use of mobile banking which will enhance customer's perception of usefulness, and focus on communications that enhances customers' trust to decrease their perception of risk.

Date: 2017
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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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