Department of Marketing Management

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Start date: 2025Subject: search.filters.subject.Awareness

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    FACTORS INFLUENCING MOBILE BANKING PRACTICE፡ IN CASE OF COMMERCIAL BANK OF ETHIOPIA, CASTLE BRANCH, MEKELLE
    (Mekelle University, 2025-10-23) ALEM GEBRE
    This study investigates the factors influencing mobile banking practice in the Commercial Bank of Ethiopia, Castle Branch, Mekelle City. Guided by the research objectives and questions. The study aims to examine how complexity, customer awareness, trust, network interruption, perceived risk, and perceived usefulness influence the practice of mobile banking in CBE, Castel Branch, Mekelle City. the study employed a quantitative research approach and utilized both descriptive and explanatory research designs. The motivation for the study arose from the slow adoption of mobile banking in Ethiopia despite the strategic direction of bank management toward digital banking transformation. From a total population of 3,500 customers, 359 respondents were selected using the Finite Population Correction formula. Convenience and purposive sampling techniques were applied. Primary data were collected from mobile banking customers through questionnaires and supported by insights from bank staff members obtained via structured interviews. The data were analyzed using descriptive statistics, correlation analysis, and linear regression. The findings reveal that Perceived Usefulness, Complexity, Awareness, Trust, Perceived Risk, and Network Interruption all have a positive and significant relationship with mobile banking practice. The regression analysis yielded an R-value of 0.899, indicating a strong positive relationship between the independent variables and mobile banking practice. The study concludes that mobile banking practice is significantly shaped by these key factors, suggesting that users’ expectations align with their perceptions of usefulness, complexity, awareness, trust, perceived risk, and network stability. The major findings are perceived usefulness, complexity, awareness, trust, perceived risk, and network interruption. Perceived usefulness and complexity positively encourage adoption, while perceived risk and low trust discourage users due to concerns about security and service reliability. Awareness has a minor positive effect, but not enough to significantly change user behavior. Overall, the regression and ANOVA results show that these factors collectively and significantly predict mobile banking practice. Although limited to a specific area and age group, the findings emphasize the need for banks to strengthen security, build trust, improve usability, and enhance network performance to boost mobile banking adoption. The findings provide valuable insights for banks, service developers, and software engineers aiming to enhance customers’ intention to adopt and continue using mobile banking services. Accordingly, the study recommends that commercial banks strengthen these factors by adopting appropriate technologies, establishing supportive legal structures, empowering human resources, and improving network capability and accessibility.
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    FACTORS INFLUENCING THE USAGE OF MOBILE BANKING (IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA ARADA DISTRICT ADDIS ABABA)
    (Mekelle University, 2025-06-28) Meron Wogayehou
    The primary objective of the study was to analyze the Factors Influencing the Usage of Mobile Banking in The Commercial Bank of Ethiopia at Arada district Addis Ababa. The researcher used an explanatory research design and a quantitative approach. A convenience sample of the population was taken as part of the study. A total of 385 questionnaires were distributed and (95.58%) 368 of them collected. The data were analyzed using inferential and descriptive methods. The result of the descriptive statistics revealed that the perception of the customers to ward mobile banking was influenced by Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust and Awareness, however From the findings of descriptive analysis, it can be noted that majority of the respondents agreed that Compatibility have highly positive effect on usage of mobile banking compared to the others variable. The inferential analysis of multi-collinearity The VIF values for perceived usefulness, perceived ease of use, compatibility, perceived trust and awareness, and value for each independent variable tolerance is greater than 0.1 and the variance inflation factor was less than 10, Indicating that there is no interdependence among independent variables. As a result, the investigation meets there is no Multi collinearity. The correlation the coefficient of correlation (r) between all variables are positively correlated with values (0.618, 0.708,0.517, 0.679, and 0.771) respectively awareness having the highest correlation coefficient (r=0.771) that means awareness have high positive effect on usage of mobile banking and Compatibility having the lowest correlation coefficient (r= 0.517).The linear combination of According to the regression analysis shown in the above table, awareness affects mobile banking adoption with a beta weight of 0.394, which means that the independent variables greatly affect the dependent variable, which is awareness. Perceived Usefulness, Perceived Ease of Use, Compatibility, and Perceived Trust affect mobile banking adoption at 0.132,0.159, 0.207, and 0.176, respectively. Lastly Multiple regression analysis result show that 72.4% of the variation in the usage of mobile banking have strong positive relationship with Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust, and Awareness. The remaining 27.6 % were other factors that limit mobile banking adoption in CBE. Based on the above finding the researcher has recommended CBE, compatibility on the inclusion of "clarity of interaction" as a potential enhancement suggests that the user interface should be reviewed and possibly redesigned. Implementing user-centered design concepts, conducting usability testing, and getting consumer feedback on the app's navigation and features can result in a more intuitive and smooth experience, enhancing user confidence and should create awareness USSD usage training, in-app tutorials, social media marketing, and collaborations with local celebrities to promote the specific benefits of mobile banking.