Effect of the ubiquity of mobile banking on customer satisfaction in the banking sector in Zimbabwe

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).