University of Oulu

S. A. Olaleye, R. O. Agjei, E. A. Kolog and J. Budu, "Effect of Gratification, Utilitarian, and Trust Elements on the Use of Retail Mobile Banking App in Africa: A Comparative Study," 2019 IEEE AFRICON, Accra, Ghana, 2019, pp. 1-8, doi: 10.1109/AFRICON46755.2019.9133874

Effect of gratification, utilitarian, and trust elements on the use of retail mobile banking app in Africa : a comparative study

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Author: Olaleye, Sunday Adewale1; Agje, Richard Osei2; Kolog, Emmanuel Awuni3;
Organizations: 1Dept.of Marketing, Management and Intern. Business, University of Oulu Business School, Oulu, Finland
2Dept.of Public Health, University of Central Nicaragua, Nicaragua
3Dept. of Operations and Management Information Systems, University of Ghana Business School, Accra, Ghana
4Dept. of Information Systems and Innovation, Ghana Institute of Management and Public Administration, Accra, Ghana
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
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Language: English
Published: Institute of Electrical and Electronics Engineers, 2019
Publish Date: 2020-08-07


Information and communication technology has ushered in an era where business organisations are striving to create value for their customers to ensure retention. Thus, mobile banking flexibility is one of the reasons for developing mobile apps for customers. Ubiquitous nature of mobile devices provides an opportunity to run retail banking apps where many people can use at anytime and anywhere to engage in banking transactions. Using these apps, we investigate comparatively, the effect of gratification, utilitarian, and trust elements towards the use of retail mobile banking apps in Ghana, Nigeria, and South Africa. The study conveniently collected data from mobile banking app users in three African countries. By analysing the data with SmartPLS, the results show a minor, major and no variations in the effect of Gratification, Utilitarian, and Trust elements towards the use of retail mobile banking app in the selected countries. These findings suggest that technology innovation inclusive should be encouraged in the development of retail mobile banking app in order to improve customer experience.

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Series: IEEE Africon
ISSN: 2153-0025
ISSN-E: 2153-0033
ISSN-L: 2153-0025
ISBN: 978-1-7281-3289-1
ISBN Print: 978-1-7281-3290-7
Pages: 1 - 8
DOI: 10.1109/AFRICON46755.2019.9133874
Host publication: 2019 IEEE AFRICON. 25-27 Sept. 2019. Accra, Ghana
Conference: IEEE Africon
Type of Publication: A4 Article in conference proceedings
Field of Science: 113 Computer and information sciences
512 Business and management
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