Challenges in Adapting to Mobile Banking From the Perspective of the Customers

Abstract

This chapter aims to understand the challenges in transitioning to the digital era of banking from the perspective of customers. This study uses an exploratory and quantitative approach. Quantitative data was collected from 329 bank clients, and then descriptive and correlation analysis was performed. The findings showed that performance expectancy, effort expectancy, and facilitating conditions have a positive relation, whereas social influence was found to have weak relation. Academically, this study presents valuable insights to mobile banking utilization and to the adaptation of the UTAUT model to banking sector. From a managerial perspective, this study provides insights into clients' challenges and suggestions to better integrate online platforms into branch service and to improve customer experience.