Abstract:
Marketing in the 21st century have been revolutionised by the
fast proliferation of information and communication
technology (ICT) and has result in fundamental
advancements in ways of banking from marketing, service
delivery and how transactions are done on a daily basis. The
adoption of ICT in the banking industry have been reflected
by increase in use of new delivery channels such as mobile
and internet banking. Today’s customers spend more of their
time online and this has shifted the face of bank marketing.
Marketing of services and products from banks has become
indispensable due to competition in the banking sector that
have been a cut throat as banks compete for market share,
growth and survival. Of importance to note is that, today’s
customers have ever changing needs and are highly
discerning hence the need to pay special attention to the needs
of customers (Manoj, 2016). Nowadays ICT use has become
a global tendency and a channel for marketing activities of a
brand (Razak, 2019). This study focuses on ICT in marketing
but with particular reference to mobile banking. The study
was based on the Theory of reasoned action by Fishbein 1967
and Innovation diffusion theory postulated by Roger
1983.This study adopted a quantitative approach by gathering
data from 208 questionnaires distributed to customers from
the 19 banks in Harare. Cleaned data was then captured in
IBM SPSS V20 software and also AMOS V21 so that it can
be analysed and presented. Measurement model was used to
measure the fit of the data. Structural equation modelling was
used to test the hypotheses. Reliability was tested using
Cronbach’s alpha. The study used convenience sampling for
collecting data. From the findings it can be concluded that
trust, mobile interface usability, accessibility and perceived
risk positively influence customer satisfaction. Once these
factors are present customers can perform banking
transactions anywhere and anytime using portable devices
(ubiquity).
