Empirical study on the adoption of mobile banking services in Morocco

Abstract

The banking landscape has undergone a significant transformation with the advent of alternative service delivery channels like mobile banking apps. However, despite the advantages these services offer, their uptake among Moroccan clients remains relatively limited. This study aims to uncover the key factors influencing the decision to adopt such services. In order to do so, we carried out an online survey disseminated through social media and gathered 98 responses from individuals who has a bank account but do not use mobile banking apps. Our findings indicate a significant correlation between perceived effort, perceived usefulness, social influence, and the intention to use mobile banking apps. The used methodology, facilitated the validation and reliability testing of our survey instrument, involving meticulous translation, and rephrasing of all items, and utilizing a five-point Likert scale for measurements. We opted for exploratory factor analysis as the evaluation method, revealing underlying data structures and explaining correlations among our variables. Following this, we tested the hypothesized influence between our dependent and independent variables through multiple regression. Despite our research's valuable insights, it does have limitations. Given our data collection method's online nature, our sample was one of convenience, potentially limiting our findings' generalizability. Nonetheless, our research has substantial practical implications. Banks can use our findings to gain a deeper understanding of what drives customer decisions to adopt mobile banking services, thereby enabling them to tailor their offerings accordingly relationship between the different variables on the intention to use mobile banking services.

Keywords: Effort expectancy; performance expectancy; Social influence; Mobile banking; Unified theory of acceptance and use of technology.

Classification JEL: M31, O33, G21

Paper type: Empirical Research