GOVERNANCE OF THE IMPACT OF PRICE SATISFACTION DIMENSIONS ON MOBILE BANKING ADOPTION

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Abstract

The Reserve Bank of Zimbabwe has encouraged the use of mobile banking services in a bid to promote financial inclusion and as an additive banking channel to compliment traditional banking model. The mobile phones have phenomenally changed the way the Zimbabwean banking industry is conducting business. The major purpose of this study is to critically examine the impact of influence of price satisfaction dimensions on behavioural intention to adopt mobile banking. The study used a descriptor-explanatory design whereby descriptive design was a precursor to explanation. Data was collected using a questionnaire and analysed using the Statistical Package for Social Sciences (SPSS). Findings show that relative prices had the strongest positive influence on behavioural intention to adopt mobile banking. However, price confidence did not indicate any significant relationship with dependent behavioural intention and the hypothesis so associated was therefore not supported. Price fairness and price transparency had negative significant relationships with the dependent variable behavioural intention to adopt mobile banking. Given these findings, the researchers made recommendations to various stakeholders in the banking industry. This study is important because it highlights the dimensions that are powerful predictors in attracting new customers in the mobile baking industry.

Keywords: Adoption, Dimensions Mobile Banking, Price Satisfaction, Price Transparency, Perceived Cost, Relative Prices

Received: 01.06.2017

Accepted: 14.10.2017

How to cite this paper: Mbengo, P., & Phiri, M.A. (2017). Governance of the impact of price satisfaction dimensions on mobile banking adoption. Risk Governance and Control: Financial Markets & Institutions, 7(4-2), 270-278. https://doi.org/10.22495/rgc7i4c2art9