ADDIS ABABA UNIVERSITY

COLLEGE OF BUSINESS AND ECONOMICS

SCHOOL OF COMMERCE
DEPARTMENT OF PROJECT MANAGEMENT

Factors Influencing Customer Satisfaction of Mobile Banking Services:

The Case of Dashen Bank on Selected Addis Ababa Branches.
BY: Endale Tilahun Tadesse

A Project Work Submitted to The Department of Project management As Partial

Fulfillment of the Requirements for Masters of Science in Project Management

Advisor: Fesseha Afewerk (A/Professor)

Addis Ababa, Ethiopia

October, 2022
 Cover Page
ADDIS ABABA UNIVERSITY
SCHOOL OF COMMERCE
DEPARTMENT OF PROJECT MANAGEMENT

Factors Influencing Customer Satisfaction of Mobile Banking Services: The Case

of Dashen Bank on Selected Addis Ababa Branches

By: Endale Tilahun Tadesse

(GSD/3843/12)

Approved by The Board of Examiners:

Advisor Signature __________________________ Date__________________

Fesseha Afewerk (A\Professor)

Internal Examiner Signature ___________________Date___________________

Dr. Mengistu Bogale.

External Examiner Signature___________________ Date____________________

Dr. Hailemichael Asmare

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 Declaration

I the undersigned, declare that this research paper titled Factors Influencing Customer
Satisfaction of Mobile Banking Services: The Case of Dashen Bank on Selected Addis
Ababa Branches is my original work; prepared under the proper guidance of Fesseha Afewerk
(A\Professor). All resources used in this research have been dully acknowledged. It is offered for
the partial fulfillment of the requirement for the degree in Masters of Project Management.

Name: Endale Tilahun Tadesse

Signature: Date:

Email: [email protected]
Mob: +251-911-413-954

Place of Submission: Addis Ababa University College of Commerce

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 Certification
Addis Ababa University
School of Graduate Studies
This is to certify that the thesis prepared by Endale Tilahun Tadesse entitled: Factors
Influencing Customer Satisfaction of Mobile Banking Services: The Case of Dashen Bank
on Selected Addis Ababa Branches and submitted in partial fulfillment of the requirements for
the degree of Masters of Project Management compiles with the regulations of the university and
meets the accepted standards with respect to originality and quality.

________________________
Fesseha Afewerk (A\Professor) Date
Advisor

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 Acknowledgment

Ever I thank my Almighty God for being with me and blessing me with this academic
achievement. My heartfelt gratitude goes to my advisor, Fesseha Afewerk (A\Professor), for his
expert advice, constructive criticism, useful suggestions, and encouragement throughout the
course of my project work.

My special thanks go to my family, especially my spouse, W/ro Roman Assefa, for assisting me
in all my endeavors, beginning with evaluating the questioner and assisting in getting the
questionnaire distributed in each selected branch, her department (Digital Channel) staff, and all
Dashen Bank staff and customers who helped and participated in data collection, as well as all
who helped in any way. I truly appreciate everything you've done.

Last but not least, my heartfelt gratitude goes to my lovely daughter Rebekah Endale, who
assisted me in organizing and coordinating all of the stationery and write-up activities, as well as
providing motivation and support throughout the study.

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 Table of Contents
Cover Page ..................................................................................................................................................... I
Declaration ................................................................................................................................................... II
Certification ................................................................................................................................................ III
Acknowledgment ........................................................................................................................................ IV
List of Tables ........................................................................................................................................... VIII
List of Figures: ............................................................................................................................................ IX
List of Acronyms/Abbreviations .................................................................................................................. X
ABSTRACT.................................................................................................................................................. XI
CHATER ONE ............................................................................................................................................. 1
1.1 BACKGROUND OF THE STUDY ............................................................................................ 1
1.2 STATEMENT OF THE PROBLEM ............................................................................................ 3
1.3 BASIC RESEARCH QUESTION ................................................................................................ 5
1.4 RESEARCH OBJECTIVE ........................................................................................................... 6
1.4.1 GENERAL OBJECTIVE ...................................................................................................... 6
1.4.2 SPECIFIC OBJECTIVE ....................................................................................................... 6
1.5 SIGNIFICANCE OF THE STUDY .............................................................................................. 6
1.6 SCOPE OF THE STUDY ............................................................................................................. 6
1.7 LIMITATION OF THE STUDY .................................................................................................. 7
1.8 ORGANIZATION OF THE STUDY ........................................................................................... 7
1.9 DEFINITION OF KEY TERMS .................................................................................................. 7
CHAPTER TWO .......................................................................................................................................... 9
REVIEW OF RELATED LITRATURE....................................................................................................... 9
2. INTRODUCTION ........................................................................................................................ 9
2.1 THEORETICAL REVIEW........................................................................................................... 9
2.1.1 Mobile Banking Service Quality and Customer Satisfaction.............................................. 10
2.1.2 TRENDS IN MOBILE BANKING .................................................................................... 14
2.2 FACTOR INFLUENCING MOBILE BANKING ..................................................................... 14
2.3 REVIEW OF EMPRICAL STUDIES ....................................................................................... 15
2.4 CONCEPTUAL FRAMEWORK ............................................................................................... 22
CHAPTER THREE ................................................................................................................................ 23
RESEARCH METHODOLOGIES............................................................................................................. 23
3.INTRODUCTION ................................................................................................................................... 23

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 3.1 RESERCH DESIGN ................................................................................................................... 23
3.2 RESEARCH APPROACH ......................................................................................................... 23
3.3 AREA OF STUDY .................................................................................................................... 24
3.4 TARGET POPULATION ........................................................................................................... 24
3.5 SAMPLING TECHNIQUES AND SAMPLE SIZE .................................................................. 24
3.6 SOURCES OF DATA ............................................................................................................... 26
3.7 RESEARCH INSTRUMENT ..................................................................................................... 26
3.8 DATA COLLECTION METHOD ............................................................................................. 26
3.9 METHOD OF DATA ANALYSIS........................................................................................... 267
3.10 VALIDITY AND RELIABILITY ANALYSIS ......................................................................... 27
a) VALIDITY ......................................................................................................................... 27
b) RELIABILITY .................................................................................................................... 27
3.11 ETHICAL CONSIDERATION ................................................................................................ 278
CHAPTER FOUR....................................................................................................................................... 30
DATA ANALYSIS AND INTERPRETATION: ....................................................................................... 30
4 INTRODUCTION .................................................................................................................................. 30
4.1 DEMOGRAPHIC INFORMATION OF RESPONDANT ......................................................... 30
4.1.1 Respondents Gender ................................................................................................................. 31
4.1.2 Age and Educational Background of Respondents ................................................................... 31
4.1.3 Mobile Banking Subscribers and Active Users ......................................................................... 32
4.1.4 Services Mostly Used By ........................................................................................................... 32
4.2 DESCRIPTIVE DATA ANALYSIS AND FINDINGS ............................................................. 33
4.2.1 FACTORS AFFECTING MOBILE BANKING PRACTICE AND SATISFACTION ............. 33
A) MOBILE BANKING USEFULNESS & APPLICATION EASE OF USE ....................... 33
B) TRUST ................................................................................................................................ 35
C) PERCEIVED RISK............................................................................................................. 37
D) PERCEIVED COST ........................................................................................................... 38
E) INFRASTRUCTURE ......................................................................................................... 40
4.2.2 MOBILE BANKING CUSTOMER SERVICE DIMENSION ......................................... 41
4.3 CORRELATION: ....................................................................................................................... 42
4.4 REGRESSION ANALYSIS ....................................................................................................... 43
a). Auto Correlation ............................................................................................................................ 43
b). Multi-Collinearity: ....................................................................................................................... 44

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 c).Normality Test: ............................................................................................................................... 45
d).Linear Regression Output: .............................................................................................................. 45
4.5 QUALITATIVE RESULTS: ......................................................................................................... 46
CHAPTER FIVE: ..................................................................................................................................... 488
SUMMARY, CONCLUSION AND RECOMMENDATION: .................................................................. 48
5 INTRODUCTION ................................................................................................................................. 488
5.1 SUMMARY OF FINDINGS .......................................................................................................... 488
5.2 CONCLUSION ......................................................................................................................... 499
5.3 RECOMMENDATION .............................................................................................................. 50
5.4 AREA OF FURTHER RESEARCH......................................................................................... 511
REFERENCE............................................................................................................................................ 522
ANNEX .................................................................................................................................................... 566
ክ ፍል ሀ ....................................................................................................................................................... 611

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List of Tables
Table 3.1: Proportional Questionnaire Distribution ……………………………………25
Table 3.2: Reliability Test /Cronbach‘s Alpha…………………………………………28
Table 4.1: Respondents Profile Summary ……………………………………………..30
Table 4.2: Pearson Correlation Summary……………………………………………....32
Table 4.3 Response Result: Mobile Banking Usefulness & Application Ease of Use…33
Table 4.4: Response result on Mobile Banking Trust………………………………….35
Table 4.5: Response Summary: For perceived Mobile Banking Risk…………………37
Table 4.6: Response Summary of Perceived Cost……………………………………..38
Table 4.7: Response Summary of Infrastructure related questions…………………...40
Table 4.8: Response Summery of Mobile banking service Challenges………………..41
Table 4.9: Correlation Variables...............................................................................…...43
Table 4.10: Durbin Watson Auto-Correlation result……………………………………44
Table 4.11: Multi-Collinearity Test Summary………………………………………….44
Table 4.12: Regression Output…………………………………………………………45

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List of Figures:

Figure 1. The Conceptual frame work……………………………………………22

Figure 2 Normality Test ………………………………………………………….45

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List of Acronyms/Abbreviations

ATM- Automated Teller Machine;

DB - Dashen Bank;

EOU- Ease of Use;

GPRS - General Packet Radio Services

IB- Internet Banking;

IBM-SPSS V.25-International Business Machine-Statistical Package for Social Science

Version 25

ICT - Information Communication Technology;

MB – Mobile Banking;

NBE-National Bank of Ethiopia;

PIN- Personal Identification Number;

SIM - Subscriber Identity Module

SMS – Short Message Service

SPSS- Statistical Package for Social Sciences;

TAM - Technology Acceptance Model;

WAP - Wireless Application Protocol

TDES - Triple Data Encryption Standard

VIF – Variable Inflation Factor

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ABSTRACT
Mobile banking enables banks to expand their services in areas where they do not have the
incentive or capacity to open a formal branch, which is especially true in rural and impoverished
areas. In today's economy, mobile banking is a pivotal moment for the banking industry. Service
firms in Ethiopia, like those in other developing countries, recognize the importance of customer
satisfaction. This study attempted to empirically analyze the factor influencing customer
satisfaction of mobile banking in the case of Dashen Bank on selected Addis Ababa branches.
Accordingly, the study is based on 237 samples collected through a self-administrated and online
survey, and then the data analysis has been carried out using IBM-SPSS version 25 software for
analysis of validity, reliability, regression analysis, and correlation analysis has been carried
out to analyzed the variables that have a significant influence on customer satisfaction of mobile
banking which includes mobile banking service usefulness, application ease of use, trust, risk,
infrastructure and cost.. According to the study, Dashen Bank management ought to strive to
provide more immersive, lightweight mobile applications, which is customized for all types of
customers to augment the excellent mobile banking experience, and assign a trained banker at
the front desk who can give correct and good information so that more customers can subscribe,
transact, and fulfill their essential banking needs through mobile banking.

Keywords

Mobile Banking, Ease of Use, Usefulness, Risk, Trust, Cost, Challenges, Customer Services,
IBM-SPSS V.25

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 CHATER ONE
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Banking services in the twenty-first century have taken on a new dimension as a result of the
financial industry's advancement of information technology. Through current technology-based
financial services such as Internet banking, ATMs, and MB, the banking sector has naturally
evolved to provide fast and quality customer service (Mobile Banking). Mobile banking is one of
the most convenient financial services because it allows people who did not previously have
access to banking services to join the banking system (Dias et al., 2022).

Thus, banking services and operations have undergone a paradigm shift, especially in the past
decade. Technological innovations, international commerce, economic strength, and consumer
requirements have all expedited the changes. As a result, banking services have evolved quickly
to adopt new delivery methods that are responsive to the changing commercial landscape. In
order to meet customer expectations, banks strive to adopt new and innovative services to ensure
a competitive edge. Across the developing world, there are more people with mobile phones than
bank accounts. Mobile banking has become a means of economic empowerment for many people
without access to traditional banks. But most existing mobile financial services are built on top
of legacy IT systems that do not take advantage of advances in mobile technology or user
behavior. The mobile phone has become an essential part of our lives and is continuously
growing. There were over 3.3 billion phone users, and close to 60% of the subscribers lived in
the developing world. As a result, many global development organizations have turned to the
mobile phone as a potential platform for delivering financial services to the "unbanked." The
unbanked are people who do not have formal bank accounts and live in a cash economy; they are
restricted from taking out loans, saving money, or making remote payments, which can limit
their economic opportunities (Mohamud & Warui, 2021).

To put it in a basic sense, mobile banking is the use of a mobile device, such as a mobile
telephone, to conduct banking transactions. In general, it is a-cross-platform collaboration
between mobile operators and the banking sector that integrates mobile communications and
electronic money to enable cell phone banking transactions. Millions of people around the world
are starting to use mobile banking. With the rapid advancement of technology and the increased

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use of cell phones, this mobile banking service is gaining traction not only in developed
countries, but also in developing countries like Ethiopia. According to the World Bank, half of
all adults worldwide will have access to mobile money accounts by 2025. (Mehari, 2019).

Getting to the bank used to entail driving to the bank, getting out of your car, and walking into
the branch. Banking, in other words, was a time-consuming activity. However, the advent of
mobile banking has changed everything. People can now use their phones to send money to
friends and family, buy airtime, and pay utility bills. However, as people abandon traditional
banking methods in favor of mobile devices for financial transactions, banks must adapt and
optimize their digital offerings in order to remain relevant (Kejela & Porath, 2022).

Customer satisfaction is the most critical aspect of any business. In this day and age, the mobile
phone has become one of the most important means of communication for people across the
globe. Mobile banking is an aspect of this development, an opportunity that should be utilized as
much as possible (Bhatt & Nagar, 2021). A critical analysis of mobile banking practices and
challenges that impact mobile banking customer satisfaction, as well as how these factors
influence satisfaction and confirm customer retention, is necessary for the banking industry to
develop marketing strategies that ensure current satisfaction while promoting new dimensions
for future mobile banking customer satisfaction in Ethiopia (Abdu & Li, 2017).

In Ethiopia, there are banking institutions that have started mobile banking in accordance with
Directive No. FIS /01/2012. Moreover, the exhaustive use of mobile banking services that should
be offered by commercial banks is not well ensured. This shows that the banking sector in
Ethiopia is not well strengthened compared to neighboring countries such as Kenya, where 79
percent of bank customers use mobile banking (Mehari, 2019). The giant state-owned
Commercial Bank of Ethiopia had 4.6 million mobile banking users (as of 2019/20) (CBE
Annual Report, 2019/20), a very small number compared to the country's population and the
total number of customers, 25 million. To improve the practice of mobile banking in developing
countries, a better understanding of the difficulties and factors influencing the adoption and
satisfaction of m-banking is essential. By deeply understanding the challenges and conditions
that affect the ability to develop countries to fully adopt mobile banking and reap its benefits,
researchers and practitioners can develop strategic implications for promoting this service in
developing countries. However, despite the importance of the study area in developing countries,

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few studies have been conducted, particularly in Ethiopia (Meher & Belay, 2019). This study
focuses on randomly selected customers of Dashen Bank's specified branches and aims to assess
the factors influencing customer satisfaction of mobile banking and its associated challenges on
customer satisfaction in order to fill a gap in the literature.

In order to further enhance mobile banking practice in developing countries, a better

understanding of the challenges and drivers impacting mobile banking adoption is critical
(Yusron & Ph.D., 2022). By gaining an in-depth understanding of the factors that influence the
level of satisfaction of existing mobile banking users in Ethiopia. The ability to fully embrace
mobile banking and reap its benefits Researchers and practitioners can generate strategic
implications for how to promote this service in developing countries. However, despite the
importance of the study area in developing countries, limited studies have been conducted so far,
particularly in Ethiopia. Therefore, more studies are still required to find out the root cause that
impedes the practice of mobile banking in the pioneers of technological modernization of the
banking industry in Ethiopia. Therefore, to address the current gap in the literature, this study is
designed to identify the factors that affect customer satisfaction of mobile banking on Dashen
Banks' eight branches.

1.2 STATEMENT OF THE PROBLEM

Mobile banking services are relatively new and rapidly evolving, with millions of consumers
using them every day. Today, many people take their mobile banking needs for granted, using
their phones to buy airtime, pay bills, transfer money, and more. Today, traditional retail banking
services are under siege by the powerful forces of mobile banking (Nwachukwu, 2022).
Principally, the convenience and speed of mobile services are far faster and more convenient
than traditional banking products. Mobile banking has the potential to be transformational due to
a number of factors. First, it leverages existing mobile infrastructure that already reaches
unbanked people. Second, it can be driven by new players, such as telecom operators through
mobile money services, whose target markets are different from those of traditional banks and
who can leverage the strength of their distribution networks for various transactions.

The use of technology and innovative channels to deliver financial services such as mobile
banking has been instrumental in deepening access to financial services to broader segments of

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the population at an affordable price (Lacmanovic et al., 2012). A case in point is a report by
U.S.-based market research firm Boston Consulting Group (BCG), which found that Kenya and
Ghana have the second and third highest mobile payment usage rates in the world, after China.
The Five Strategies for Mobile-Payment Banking in Africa study found that transactions via
mobile wallets and phones account for 87% of GDP in Kenya and 82% in Ghana (Rouse &
Verhoef, 2016). The World Bank has recognized Ghana as the fastest growing mobile money
market in Africa over the past five years. The report estimates that mobile payments revenue in
Africa could grow from $3.5 billion today to between $14 billion and $20 billion by 2025 (Yu &
Ibtasam, 2018).

Although our country, Ethiopia, has recently started to use the mobile banking service, the
development has not been as expected compared to the countries mentioned above in which the
digital transaction expected to reach 39% of GDP by 2025 (Cepheus Capital & USAID
CATALYZE, 2021) Ethiopia. According to Dashen Bank's 2020/21 annual report, there were 2.4
million mobile banking customers on the bank's Amole platform, of which only 427 thousand
users joined the platform during the reporting period when 552 thousand transactions were
conducted at a volume of 2.3 billion Birr. If we compare this number with the total population of
Ethiopia, there are only a small number of people using mobile banking. In general, banks in
Ethiopia need to work on customer perception and awareness of digital banking. Moreover, there
is limited research conducted in the area of mobile banking. Most of the studies were focused on
the Commercial Bank of Ethiopia viz. researchers like Banke & Yitayaw (2022) have tried to do
research on mobile banking, though their studies were too general. Further studies need to be
conducted on every aspect of digital banking services to identify the factors that influence
customer satisfaction. In addition, throughout my experience as a former Dashen Bank Branch
Manager and currently, as a customer of the bank, I observed that a significant number of
customers who use mobile banking have always come to the bank to use bank services
(withdraw and deposit). In addition, due to fear of theft of their phones and thinking that using
mob applications (Amole) is difficult, they prefer to come to a branch to get the services, which
is all against the ultimate objective of mobile banking, i.e., creating a cashless society (Meher,
2016).

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(Assefa, 2013) conducted a study on the impact of e-banking on customer satisfaction in two
private banks in Gondar city. The results of the study implied that majority of users of e-banking
are the young, the educated, salaried and students, business men and women are not actively
using the service of e-banking, e-banking currently provided for saving and current accounts
holders only, e- banking reduced frequency of bank hall for banking service, reduced waiting
time for customers, there are customers who don‘t know the fee charged for being e-banking
users , the bank customers satisfaction increased after being e-banking users, enabled customers
to control their account movements and there is high opportunity to expand e-banking service in
the city and recommended that further studies to the effect of electronic banking on customer
satisfaction in more detail.

Currently, Dashen Bank is making a huge investment into the information technology project for
the effective provision of mobile banking and its core banking systems (Capital, 2021). Hence, it
is important for all commercial banks that provide mobile banking services to understand the
challenges impeding the intention of using mobile banking services in order to obtain the desired
end result of the project, which is to create a cashless society, which is the ultimate objective of
the financial sector in the current digital world. Moreover, a clear understanding of these factors
will enable Dashen Bank to develop suitable marketing strategies and promotional campaigns
targeted at both existing users and consumers who have not adopted m-banking services (Yenew,
2019).

As a result, this research has identified the factors influencing customer satisfaction of mobile
banking and provided valuable recommendation that can be implemented not only by Dashen
Bank but also by other commercial banks in order to bridge the gap between the ultimate goal of
creating a cashless society at the highest level and the unsatisfactory number of m-banking users
by assessing its factors influencing on customer satisfaction.

1.3 BASIC RESEARCH QUESTION

The study is focus on identifying factors influencing customer satisfaction of Mobile Banking:
The Case of Dashen Bank's Amole on Selected Addis Ababa Branches, the question the study
seeks to answer:

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 1. What are the factors that influence customer satisfaction of mobile banking
services in Dashen Bank Selected branches.
2. What is the relationship between customer satisfaction and the factors that influence
customer satisfaction?
1.4 RESEARCH OBJECTIVE

1.4.1 GENERAL OBJECTIVE

To identify the most influential factors for customer satisfaction of mobile banking on selected
Dashen Bank Branches.

1.4.2 SPECIFIC OBJECTIVE

The specific goals of the study were:

1. To analyze the relationship between customer satisfaction and the selected factors
that influence customer satisfaction
2. To make recommendations for improving mobile banking activities

1.5 SIGNIFICANCE OF THE STUDY

The ultimate goal of any business organization is to remain profitable by producing and selling
goods or services. Nowadays, automated technologies such as electronic payments in the
banking industry play a significant role not only in meeting targets but also in surviving in the
industry. Because mobile banking is still in its infancy in Ethiopia, the study will help highlight
factors that influence customer satisfaction as well as fill significant knowledge gaps about the
Ethiopian mobile banking landscape. It will also give researchers and students a better
understanding of the factors and encourage further research on the subject. The study will focus
on understanding the factors that influence customer satisfaction and customer services in
Dashen Bank's mobile banking, and finally provide constructive recommendations on improving
customer satisfaction..

1.6 SCOPE OF THE STUDY

Dashen Bank provides mobile banking services through all of its branches throughout the
country. However, due to time and financial constraints, only eight branches in Addis Ababa
were chosen. The branches are chosen based on the number of subscribers in those eight
branches in four districts is higher than in the rest of Addis Ababa (Dashen Bank, 2021/22: Q3).
As a result, the scope is limited to assessing the practice, challenges and customer service factors

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that influence customer satisfaction with mobile banking and only to the eight selected branches
in the Addis Ababa area.
1.7 LIMITATION OF THE STUDY
The study will only look at the factors influencing customer satisfaction of mobile banking on
customer satisfaction among Dashen Bank customers in Addis Ababa who use the Amole
mobile-banking application. This studies only uses data obtained from Dashen Bank's customers
for consistency and because customers use different types of mobile banking services from
different banks. Because mobile banking services are still in their infancy in our country, a
detailed study on this topic in the form of secondary data or literature in this field is not available
to the expected level. Furthermore, methodological flaws, sample inadequacies, and placement
biases may have an impact on the study's conclusions. Furthermore, the study will only assess
the Amole mobile banking factors influencing customer satisfaction from the perspective of
banking activities and customer perception of the service in Addis Ababa. The study's finding is
entirely dependent on the responses of the participants and some secondary information obtained
from the literature. The results cannot be generalized to the entire population of Ethiopia because
the study samples were collected only in Addis Ababa, despite the fact that Dashen Bank's MB
users are spread throughout the country.

1.8 ORGANIZATION OF THE STUDY

The study is organized in five chapters. Chapter one includes, background of the study ,
introduction, statement of the problem, objective of the study, research question, scope and
limitation of the study, significance and organization of the study. Chapter two, include literature
review which emphasizes on correlation between the existing studies, researches, reports, etc.
that would serve as the foundation for this research. Chapter three deals about research
methodology which elaborates and identifies all possible analysis based on the available data
gathered. Chapter four, deals about data analysis and interpretation of the study and finally
chapter five emphases on conclusion and recommendations of the study.

1.9 DEFINITION OF KEY TERMS

Mobile Banking: Mobile banking (also known as M-Banking) is a term used for performing
balance checks, account transactions, payments, credit applications and other banking

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transactions through a 8 mobile device such as a mobile phone or Personal Digital Assistant
(PDA).

Ease of Use (EOU): Ease of use is important in using M-banking, which related to customer
apprehension about the efforts required to learn using m-banking.

Risk: Potential exposure of losing credential identity, financial loss while using mobile banking.

Trust: in mobile banking as the individual belief that leads to vulnerability to mobile
technology, telecommunication provider and banks, given the technology contains banks and
telecommunication provider‘s characteristics.

Cost: Any out lay that is related to mobile banking include transaction fee, bank charge and
mobile network charge.

IBM SPSS: a powerful statistical software platform that enables academics to study data without
the need for advanced statistical analysis. It is utilized by a variety of scholars for advanced
statistical data analysis

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 CHAPTER TWO
REVIEW OF RELATED LITRATURE

2. INTRODUCTION

This chapter includes a review of the literature, which begins theoretical review on mobile
banking customer satisfaction from different perspective viz. service quality vs customer
satisfaction, identifying factors influencing of mobile banking on customer satisfaction and
dimension of mobile banking on customer satisfaction which serves as a framework for the
research performed.

2.1 THEORETICAL REVIEW

Customer satisfaction plays an important role in any company‘s management and profitability.
Many studies have shown that, customer satisfaction gives security of future revenue and
decreases elasticity of price and bring a reduction in future transaction costs. There are many
advantages that mobile banking brings to customers, in which the systems offer a variety of
financial functions, including micropayments to merchants, bill-payments to utilities, P2P
transfers between individuals, and long-distance remittances. Mobile banking provides a new
opportunity to banks to extend their services to customer and improve their competitiveness
includes value-added mobile services offers an interactive banking transaction and helps the
banks in cost- saving in its operations. As such with mobile services, a bank will need to hire
even less employees as people will no longer need to visit bank branches apart from certain
occasions. With Ethio telecom is now working on offering services like money transaction over a
mobile, it may soon be possible for a bank to offer phone based credit systems. The prime
benefit is the anywhere/anytime characteristics of mobile services. Mobile payments can become
a complement to cash, cheques, credit cards and debit cards. It can also be used for payment of
bills with access to account-based payment instruments such as electronic funds transfer, internet
banking payments, direct debit and electronic bill payments.

Mobile banking is a type of m-commerce service that allows consumers to perform banking
services (e.g., notifications, bank transactions, and balance inquiries) using their mobile devices.
Mobile banking could be defined as a facility that provides banking services such as balance
inquiries, transfers, bill payments, and transaction logs through the user's cell phone. Wittkamp,

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(2020) defines mobile banking as a process in which customers access a bank's networks via cell
phones, pagers, personal digital assistants, or similar devices over wireless telecommunications
networks. Mobile banking (m-banking) could also be defined as a mobile commerce application
that allows customers to virtually bank at any time and place. M-banking is a cornerstone of m-
commerce and that many banks are using this innovation to increase customer satisfaction,
manage costs, increase profits, and positively change the payment system in the economy.
Chawla & Joshi (2021) defined Mobile Banking as is any form of banking transaction that is
carried out through a mobile device, such as a mobile phone or a personal digital assistant.

Mobile banking, as the term implies, is banking "on the go" using a mobile telecommunications
device (Kandasamy, 2022) that can be used anytime, anywhere for any purpose. Mobile banking
(M-banking) allows customers to receive short messages (SMS) through their phone, wireless
application protocol (WAP), and Java support of the phone for other banking activities using
GPRS (General Packet Radio Service), such as direct payment confirmation and money transfer
(Rwezaula et al., 2022). Thus the development of mobile banking in our country is showing a
significant progress over the past five year but it is yet to reach the required level of subscribers
despite the fact that the number of mobile subscribers is increasing, the total number of mobile
subscribers reached 56.2 million, according to the report (NBE:20/21), representing an annual
growth of 21.9 percent in which a 22 percent increase in mobile voice subscribers and a 52.3
percent increase in Internet and data subscribers, although the number of fixed-line subscribers
decreased by 6.8 percent. Of the total number of subscribers, mobile subscribers accounted for
96.6 percent, followed by Internet and data at 1.8 percent and fixed voice at 1.6 percent.

2.1.1 Mobile Banking Service Quality and Customer Satisfaction

Customer satisfaction shows how well a product or service meets customer expectation.
Dahlberg and Mallat (2002) consider customer satisfaction as ―ease of use, security, low
transaction cost, and wide applicability of the solutions increase perceived customer value and
should be managed by mobile payment service provider. The adoption of mobile banking by
banks is a way to reach unreached customers especially those who lack banking services and
making banking services enables customers save on time.

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A study carried out by (Amiri Aghdaie & Faghani, 2012), they applied the SERVQUAL model
to identify the relationship between customer satisfaction and mobile banking services.
Researchers examined that; reliability, empathy, responsiveness and tangibility are positively
correlated with customer satisfaction whereas assurance has no relation.This study focused on
the customer satisfaction and mobile banking service quality just as many previous studies. The
study compared with other studies, through application of SERVQUAL model, which some
other previous studies do not apply. But compared to the studies using the same model, this study
supported all the SERVQUAL factors which were not supported by other studies. The study only
focused on the factors of service quality and ignores other factors that may have influenced
customer satisfaction. The study also ignored the expectations that may have been created by the
introduction of mobile banking. The internet, smartphones, and tablets have completely
transformed how we communicate, learn, and work. However, there is still much to discover on
the digital frontier. Mobile commerce is one of the most important untapped markets (Aamir,
2022). Service quality is an essential consideration for organizational growth and success and is
of great strategic importance for management For identifying the quality of services in any
sector, customer satisfaction is an important causal factor. In case of the banking sector, it is the
principal factor in the success

2.1.2 Factors influencing Customer Satisfaction of Mobile Banking Services:

The study done by (Kahandawa & Wijayanayake,2014) revealed that customer satisfaction is
influenced by usefulness, ease of use, etc. which is factors financial institutions should improve
on, but again, it also lacked finding out the expectations and what the customers really wanted
from the service. According to (Kahandawa & Wijayanayake.2014), ―this study shows/revealed
that in mobile banking services‘ customer satisfaction is influenced by usefulness, ease of use,
relative advantage, perception on risk and user lifestyle and current needs of customers. It brings
out a positive relationship and highlights the factors which any bank or financial institution
should focus on improving mobile banking services‖. The study compared to other studies
focuses on the factors influencing customer satisfaction and does not apply an already
established model, like the SERVQUAL model. It revealed that current needs of customers
influenced customer satisfaction, but it did not go into detail to identify the needs/expectations of

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the customers, mobile banking has proven to be a significant factor to bring customer satisfaction
for banking services (Asfour & Haddad, 2014).

2.1.3 Effect of Dimensions of Mobile Banking on Customer Satisfaction:

This study by (Bharti, 2016) showed that Effective distinctiveness, professed security, immense
efficacy, Innovative virtual environment, Enhanced Personalization and Improved timely updates
were not associated with satisfaction related to mobile banking while Supportive access is an
important factor directly associated with user satisfaction related to mobile banking. This study
focused on the identifying factors influencing customers satisfaction of mobile banking that are
using the service. The study only focused on features of M-banking on customer expectations
and satisfaction. People have been using mobile phones for years to make calls, send text
messages, browse the web, and play games. However, mobile commerce has emerged as a
powerful new way to buy and sell goods and services in recent years. Mobile commerce
platforms enable you to conduct in-store sales, accept payments, track inventory, and do a
variety of other things. They also make it much easier to do business with customers who prefer
to shop on their phones rather than visit a physical store, resulting in increased sales and higher
customer satisfaction (Maklakova et al., 2022).

Previous studies have identified different factors of mobile banking that affects customer
satisfaction and practice. Reliability, transaction speed, cost effectiveness, usefulness,
responsiveness, security and trust, system availability, convenience, and transaction accuracy
were the factors that commonly featured in those studies. However Customer service dimension
were misses on those studies However, those customer service dimensions were described by
various scholars and their effect on motivation, according to Jun & Palacios (2016) ―reliability to
perform the promised service dependency and accurately; responsiveness willingness to help
customers and provide prompt service; But assurance knowledge and courtesy of employees and
their ability to inspire trust and confidence; Empathy caring, individual attention the firms
provide its customer‖ were also missed.

a) Responsiveness:

Responsiveness is defined as the willingness to support clients and provide prompt types of
assistance (Ida et al., 2022). In terms of m-banking services, it may also be clarified by the banks'

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ability to comprehend their customers' issues and provide specific mobile banking-related types
of assistance. Ramachandran & Chidambaram (2012) discovered a positive relationship between
responsiveness and customer satisfaction, stating that the more responsive the service, the more
satisfied the customer will be with that service.

b) Courtesy and Assurance:

Customers' satisfaction is determined by security and assurance value for money, and staff
courtesy (Gaikwad, 2022). According to additional research, customers want to conform to their
expectations in order to avoid disagreement by adjusting their perceptions of a given product.
Moreover knowledge and courtesy of employees and their ability to convey trust and confidence
will help to enhance customer service there by increase in their satisfaction.

c) Empathy

The empathy dimension, for the most part, includes the care and customized consideration that a
company can provide to its clients in terms of accessibility, communication, and understanding
of the service being provided (Tracey & Baaki, 2022). Clients consistently value an inviting and
chivalrous environment, especially for sensitive services such as banking transactions. As a
result, if banks demonstrate genuine interest, energy, and sincerity in meeting their clients'
cutting-edge banking needs, it will naturally lead clients to use alternative financial delivery
services such as mobile banking (Kumra & Sharma, 2022). In light of this, previous studies such
as ( Bove ,2019) contend that empathy from the service supplier can act as a predictor of service
performance. As a result, empathy has been considered as an impacting factor in the model of
this study

2.1.4 Factors Influencing Customer Satisfaction of Mobile Banking:

The study of (Jannat and Ahmed,2015) revealed that the most influential factors that have an
influence on customer satisfaction of mobile banking of were ; security and trust, convenience
accuracy of transaction, ease of use, system availability, responsiveness, transaction speed, and
cost effectiveness are the most influential factors for customer satisfaction. It was found that, a
strong relationship exists between customer satisfaction and the aforementioned independent
variables. Each and every variable (independent) has power for customer satisfaction, these nine

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variables also show positive relationships with the dependent variable (customer satisfaction)
and it is not assured that these are the only determinants of mobile banking.

2.2 TRENDS IN MOBILE BANKING

The rapid growth of mobile banking since the 2008 financial crisis has been astonishing. E-
commerce companies and apps are transforming the ways we shop, save money and connect to
others around the world. Mobile banking and overall digital banking has become more important
to consumers than traditional banking as consumers have started to prefer mobile banking over
traditional banking for their needs (Sáng, 2021).

Africa has long been the global leader in mobile money adoption, and the COVID-19 crisis has
only fueled this trend. In 2020, the number of mobile money accounts in Africa passed the half a
billion mark and Africa alone accounted for more than 64% of the value of global mobile money
transactions, totaling US$767 billion. Looking to the future, there is no sign of this growth
slowing (Apiors & Suzuki, 2022). There has been evidence of an increase in the number of
people subscribing to mobile phones in our country, which has been showing significant progress
for the last five years.

2.2 FACTOR INFLUENCING MOBILE BANKING

There are challenges that mobile banking service faces like, technology, awareness, trust, risks,
environment (organization), educational level, government directives etc. Furthermore, perceived
risk is a major issue. The user's level of uncertainty about the outcome of the acceptance decision
is referred to as perceived risk. The following identified challenges and risks that can be
described for M-banking (Jayawarsa et al., 2021):

 Poor communication infrastructure, , (Naruetharadhol et al., 2020)Narrated that the low

level of internet penetration and poorly developed telecommunication infrastructure
obstructed continuous development and enhancements in ecommerce in Ethiopia.
 High illiteracy rate is a serious obstruction for accepting E-banking in most developing
countries as it hinders the using banking services. For any E-Clients to fully enjoy the
benefits of Online banking, they should not only know how to read and write but also
possess basic ICT literacy

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  Security risk: Defined as a potential loss due to fraud/hacking that compromises MB
(Mobile Banking) User's security.
 Time/convenience risk: this refers to the loss of time and any inconvenience caused by
payment delays or difficulty navigating the mobile banking application.
 Social risk: refers to the possibility that using M-Banking may result in disapproval by
one‘s friends, family, work group, etc.
 Financial risk: it is defined as the potential for monetary loss due to transaction errors or
account misuse
 Personalization: It would be expected from the mobile application to support
personalization such as: Preferred Language, date /time format, amount format, default
transactions, standard beneficiary list and alerts.
2.3 REVIEW OF EMPRICAL STUDIES

There is a growing body of academic research examining the factors that influence customer
satisfaction of mobile banking practice. Studies have been conducted in various countries to
better understand customer‘s attitudes and their practice toward this emerging mobile
technology. For example, Nwachukwu (2022) focused on the drivers and challenges of mobile
banking services. The author found that complexity, compatibility, relative advantage,
observability, and triability are the significant factors influencing customer satisfaction in
practicing/adopting mobile banking. Also, security and confidentiality of information are
fundamental pre-requisites for any mobile banking services to be successful. Mobile banking
service based on the extension of technology acceptance model (TAM). It was observed that the
financial cost, perceived usefulness, self-efficacy, credibility and perceived ease of use were the
factors influencing the behavioral intention to use mobile banking. In this finding, it was also
observed that credibility was a major issue, which has a stronger influence on user‘s behavioral
intention than the technology acceptance model (TAM) of perceived ease of use and perceived
usefulness.

Goularte & Zilber (2018) studied the factors that challenge the adoption of mobile banking
among internet users in Brazil. Based on their finding, they concluded that most bank customers
never use mobile banking services. The major obstacles of using mobile banking, according to
them, are risk, cost, complexity, and a failure to understand about the relative benefits of these

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services. Choochote (2021) tested the factors affecting the practicing of mobile banking in their
study was to find barriers and challenges of practicing of mobile banking. These factors included
use, value, risk, tradition, and image. The findings of this study indicated that providing
information and guidance on the part of the bank have significant effect on reducing the
challenges of use, image, value, and risk in mobile banking, but do not reduce the barriers of
tradition.

Metlo et al. (2021) conducted a study on predicting the continuation of the practice of mobile
banking services by young users in England, aiming at investigation of challenges of mobile
banking adoption and factors that impact the level of satisfaction among active users of the
service. Their results reveal that interoperability, perceived usefulness, and risk are important
factors influencing mobile banking practice and satisfaction levels among existing users.
Compatibility not only has a strong positive effect on the practice of mobile banking, it is also
identified as one of the most important independent variables affecting perceived ease of use,
perceived usefulness, and credibility. The variables of trust and credibility were identified as
having significant effect on reducing the total perceived risk.

Bayoush Demilew. (2018) conducted a study about mobile practice and in her study she
conclude that one of the benefits that banks experience when using mobile banking is increased
customer satisfaction. This is because customers can access their accounts from everywhere, and
they become more involved, resulting in relationships with banks. It was also discovered that the
main challenges in the practice of mobile banking are the cost of purchasing smart phones and
the need for an internet connection. Despite, many issues were mentioned in various studies that
affects the customer adoption and factors that affect mobile service satisfaction one factor that
has been missing in most studies were the service provided by the support center for mobile
banking users, when a customer encountered a problem while using their mobile banking, in
which the response or support provided by the support center, as well as the type of behavioral
attitude displayed by the support center in response to any request, have a determinant effect on
whether the customer continues to use their mobile banking or not.

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2.3.1 Factor influencing Customer Satisfaction of Mobile Banking
a) Ease of use and Usefulness:

All kinds of digital banking should have a friendly user interface that enhances the ease of using
the system. This should go hand in hand with easy and quick transaction enhancement, easy log-
in and out procedures, as well as easy steps to follow in proceeding from one step to another
while using the system. Usually, customers do not like bureaucracy when accessing the mobile
banking service. Subscribers can now accommodate to their basic needs through mobile banking
by easily accessing their bank account balances, transferring money, and paying for day-to-day
expenses such as water and electricity bills. All these services require a digital system that
provides an easy platform to enhance customers' save time and use fewer efforts, hence ease of
use in enhancing such transactions (Rajan et al., 2018). A study shows that mobile banking
services‘ customer satisfaction is influenced by usefulness, ease of use, relative advantage, and
perception of risk, user lifestyle, and current needs of customers. "It brings out a positive
relationship and highlights the factors on which any bank or financial institution should focus on
improving mobile banking services. " Ease of use alludes to that which is utilized and underpins
intelligence to improve self-viability with the medium (Rahmatika & Soesanto, 2022).

Clarity is an important aspect in mobile banking, where functions of various buttons in the
service user interface application of mobile banking should be labeled clearly. Clear and precise
functions enable customers to easily use the service. Furthermore, they recommend that,
customers should have a quick option to depend upon in case they run into trouble while using
the mobile banking service system (Muñoz-Leiva et al., 2017). This option should enhance a
direct calling or emailing the bank directly by the customer in a quick and more convenient way
conclude that, in the banking world, the advancement in science and technology towards
enhancing easy banking services and a more flexible and user-friendly payment and banking
system results in customers' satisfaction with the bank. This makes the bank's customers adopt
the mobile banking system provided by the bank and enhances the bank‘s aim of spreading the
innovative service to the market as expected.

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 b) Trust /Credibility:

According to previous research, customer perceptions of credibility, trust, and efficiency are
significantly correlated with education level. This could be because professionals and those with
tertiary education are more knowledgeable about and open to self-service technology, such as
mobile banking services. Furthermore, customers' perceptions of a bank's credibility, trust,
efficiency, security, and problem-solving abilities are significantly correlated with their use of
mobile banking. This could be explained by the fact that customers are more likely to use mobile
banking if they believe the services are trustworthy and capable of meeting their needs.

Furthermore, some studies have found that customers' feelings of trust or confidence are the most
important factor. The more transactions customers make on their mobile devices, the more they
trust or have faith in their banks, and the higher their level of satisfaction.

c) Infrastructure:

According to (Gardachew W., 2010), one of the significant challenges in our country's mobile
banking service is the lack of telecommunications infrastructure for the Internet and online
payments, which significantly impedes smooth development and improvements in Ethiopian e-
commerce. Most rural areas of the country, where the majority of small and medium-sized
businesses are concentrated, have limited or no internet access and thus cannot engage in general
e-commerce activities.

Meanwhile, mobile banking has brought the issue of technological system and application
integration to the forefront and many of our banks are now required to integrate systems for E-
banking activities in general, and mobile banking in particular, with their existing legacy systems
and with the systems of their customers.

As a result, if mobile banking systems are not properly integrated, all banks face significant
operational risks due to errors in transaction processing. As a result, many of our banks are
investing heavily in technology infrastructure in order to improve internal controls and risk
management oversight processes. Banks also hope to improve the flexibility, scalability, and
interoperability of their systems and operations, both within their own enterprises and with third-
party service providers. While these general developments by large banks are encouraging, the

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banking industry still has a long way to go in terms of improving its systems and risk
management infrastructure to support mobile banking effectively. Many of our existing banks
rely heavily on third-party service providers to manage the technological infrastructure required
to support mobile banking operations. In this case, the bank retains ultimate responsibility for
ensuring that these operations are well controlled and managed, and the bank supervisor will
want to assess bank management's ongoing ability to do so adequately.

d) System Availability Around The Clock

Customers, according to (McKeon, 2016), prefer a well-designed, accurate, and dependable

billing system for their accounts, for various products and services. Customers of mobile banking
expect 24-hour service from mobile banking technology in order to meet urgent needs in a
convenient manner, as the service advertises. In this regard, customers prioritize the availability
of mobile banking around the clock when deciding whether or not to use mobile banking.

Customers prefer a bank with a more convenient quality of service over features found on
products or services (Leninkumar, 2019). When using mobile banking services, customers have
the final say on which bank to use. Customers primarily want a bank that offers a mobile banking
service that is available 24 hours a day, seven days a week, anywhere and at any time.
Furthermore, (Singh & Sinha ,2016) identified mobile banking unavailability and poor network
coverage as major issues in Tanzania. Customers should be informed of who to contact in the
event of a transaction failure, and the problem should be resolved quickly by mobile banking
operators, allowing customers to return to the service system as soon as possible. Furthermore,
customers prefer a zero-fail rate of the transaction because mobile banking service is expected to
be available 24 hours a day, seven days a week, enhancing quick and urgent transactions in a
more convenient and desirable way to increase customer satisfaction.

e) Privacy/security

Security can be defined as how well the mobile banking service protects clients' banking data
from unauthorized access (Sharma and Malviya, 2011). Nations such as Bangladesh, in general,
suffer from a lack of innovation, which is why clients frequently object to the transmission of
their personal bank account or transactional data via other interchange channels other than the
banks' physical branches (Ganguli and Roy, 2011). Furthermore, (Hanudin et al., 2013)

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discovered that the level of security and privacy associated with the context of mobile banking
influences the intention to use it. As a result, if banks can guarantee the privacy issues associated
with mobile banking services, clients will naturally be persuaded of the service's performance,
prompting an increased utilization of mobile banking services in any country. As a result,
security can be an important quality determinant of mobile banking services.

Transmission and security of financial transactions conducted by customers via mobile banking
services must be thoroughly addressed in mobile banking operations. According to a study by
(Masamila,2014), security risks, such as poor privacy and data protection, are a major challenge
for mobile banking in Tanzania. This has raised concerns about the use of mobile banking
services. Furthermore, the mobile banking system's encryption and authentication features for
each customer are a major consideration for customers when it comes to the dependability of
mobile banking and the security of their bank account information.

According to (Khan, 2010), low-level security and technical failures are major contributors to
customers' dissatisfaction with mobile banking. Customers believe they are entitled to secure
banking services 24 hours a day, seven days a week with best security available. Thus according
to a study (Nyantiga, Sam, and Laizer, 2013), the SIM application toolkit provides mobile
banking customers with more trusted financial transaction security. Message integrity is ensured
by the application toolkit's use of the Triple Data Encryption Standard (TDES) algorithm, which
is passed on and embedded in the original message. By encrypting the Personal Identification
Number (PIN), the SIM application Toolkit ensures the confidentiality of customers'
information, making it the most trusted and reliable method used by mobile banking operators in
ensuring data security and achieving customer value of mobile banking usage. But, the secure
application running on the mobile banking service should be able to analyze and interpret data
collected so as to prevent fraud.

This is closely related to the fact that the leading security risk in mobile banking services is the
non-encrypted servers of the majority of cell phone service providers. Messages received by
customers from their client banks are frequently insecure, giving hackers a platform to attack the
message and gain access to a customer's bank account information and exploit the vulnerability.
Furthermore, mobile banking users are usually prone to a social engineering feature known as
―SMiShing‖ (Buzz2fone, 2013). This occurs when a customer receives a fake text message that

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appears to be from a mobile banking service provider and instructs the customer to perform
exactly as ordered or requested by the sender. As a result, customers end up disclosing private
bank account information such as passwords and other related information. Customers have lost
money as a result of this since the establishment of mobile banking, and thus complain despite
the other benefits provided by the mobile banking service.

f) Risk: Financial-Risk

Financial risk associated with mobile banking can be defined as the possibility of monetary loss
as a result of transaction errors or account misuse. The most common financial risk that is
currently occurring in mobile banking services is fraud, which increases one or more
stakeholders' exposure to the loss of money held within the system as a result of deliberate
deception, trickery, or cheating by other stakeholders within the system (Andrew J, 2013). As a
result, the presence of financial risk due to fraud has a significant impact on both bank
customers' use of mobile banking and their level of satisfaction.

g) Cost

According to the findings of a study conducted by (Cudjoe, A., & Tetteh, 2015) on mobile
banking in Access Bank, Ghana, perceived financial costs by customers in using mobile banking
services were the major impediment to increase the practice of the mobile banking service
system. Furthermore, the perception resulted in a negative pattern of behavior when using the
mobile banking service. The study concluded that financial costs have a significant impact on
customers' attitudes toward using mobile banking services, and thus a favorable review of cost
charges from mobile banking service operators must be implemented in order to gain a larger
number of customers for the new innovative system. The transaction cost of conducting mobile
banking transactions, including transaction charges, network charges, and mobile devices, is
referred to as cost in relation to mobile banking. According to (Chian-Son, 2012), perceived
financial cost and perceived credibility are two important factors influencing people's intention
to use mobile banking. According to the findings of (Shallone & Simon,2013), perceived
usefulness, perceived ease of use, relative advantages, personal innovativeness, and social norms
have a significant effect on users' attitudes, thus influencing their intention toward mobile
banking adoption, whereas perceived risks and costs deterred the service's adoption. Furthermore

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(Geogre & Gerald, 2015), they investigated the determinants of mobile banking adoption among
Ghanaian bank customers, with a focus on Access banks. According to the study's findings,
perceived creditability and perceived financial cost were the major barriers to customers'
adoption of Access Bank's mobile banking services. According to (Nicholaus and
Venkatarishnan,2013), rising mobile transaction fees are a major challenge for Tanzanian mobile
money transfer services. Furthermore, money transfers between accounts and from accounts to
wallets are accompanied by rising service cost charges when a large amount of money is
transferred, resulting in a higher service cost charge from mobile banking operators. As a result,
customers use mobile banking services less frequently. Most studies, however, do not consider
cost savings and cash back to be advantages of using mobile phones.

2.4 CONCEPTUAL FRAMEWORK

The conceptual framework describes the variables in the study, such as the factors influencing
customer satisfaction of Mobile banking services. On the basis of the above literature reviews,
six factors (Application Ease of Use, Usefulness, Trust & Credibility, Infrastructure,
Privacy/security, Risk and Cost) have been chosen as the independent variables which may affect
the dependent variable (customer satisfaction) of this study.

Ease of Use

Usefulness

Trust / Credibility

Infrastructure Customer
Satisfaction
Risk

Cost Independent Variable

Independent Variables

Figure 1: Factors Influencing Customer Satisfaction of Mobile Banking Services

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 CHAPTER THREE

RESEARCH METHODOLOGIES

3. INTRODUCTION

This chapter describes the various stages and phases used to complete the research. It includes a
data collection, measurement, and analysis strategy. There are four sections: research design,
description of variables, target population, data collection instruments and procedures, and data
analysis.

3.1 RESERCH DESIGN

Conducting this research project, descriptive research design and quantitative research
methodology were followed. Under the quantitative research methodology, survey method has
been followed considering as the research technique to collect primary data through using a
structured questionnaire. In the questionnaire, the multiple choice questions are used to collect
the demographic data. The five point Likert scale varying from 1= ‗Strongly Disagree‘ to 5=
‗Strongly Agree‘ was used to collect the basic information. While opened ended questionier used
for through provision of comment sections in an otherwise close-ended questionnaire where the
respondents gave additional information to add depth to responses given quantitatively. The
secondary data were collected from the published materials such as books, journals and articles
for literature review.

The population included the customers of Dashen Bank in Addis Ababa. In selecting
respondents, the simple random sampling method was followed and primary data were collected
from the customers of Dashen bank eight branches. Two hundred forty six (246) customers have
been chosen randomly as the sample of the study..

3.2 RESEARCH APPROACH

This research followed a quantitative approach. This approach allows for the analysis of
quantitative data.

Quantitative research approach was largely employed during the study. Opened ended question
was provided for through provision of comment sections in an otherwise close-ended

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questionnaire where the respondents gave additional information to add depth to responses given
quantitatively. The respondents in this study gave their mobile banking experience based on a
Likert-type scale provided in the questionnaire to enable quantitative interpretation. The
quantitative data was then analyzed separately while respondent‘s opinion obtained from those
customers that are yet to subscribe for mobile banking help to solicit their reason why they are
yet to use the service.

3.3 AREA OF STUDY

The research population consisted of Dashen Bank customers located in Addis Ababa. The
customers were invited to participate in the research survey by filling the questionnaires that
were provided to them.

3.4 TARGET POPULATION

The term "population" refers to the complete collection of items from which samples can be
drawn in research methodologies. The study's target population was 60,020 per (Dashen Bank
Q3, 21/22) report. Dashen Bank customers, who are spread across four districts (East District:
Bole Medhanialem & Bole Branch, North District: Whalimat & Sheger Branch, South District:
Kera & Gofa Branch, and West District: Mexico & Sost Kutir Mazoria Branch) with higher
number of mobile banking subscriber all of which are in Addis Ababa.

3.5 SAMPLING TECHNIQUES AND SAMPLE SIZE

Dashen Bank branches that are selected for this research that are found in Addis Ababa were
totally Eight in number and these branches were selected based on their higher number of mobile
banking subscribers i.e. two branches from each district based on Dashen Bank‘s third quarter
unpublished report of 2021/22, compiled by the Digital and Channel Banking Business
Department. Thus, from the East District: Bole Medhanialem & Bole Branch, North District:
Whalimat & Sheger Branch, South District: Kera & Gofa Branch, and West District: Mexico &
Sost Kutir Mazoria Branch, will be selected.
In order to determine the sample, size, the researcher adopted a statistical formula developed by
(Daniel, 1999) as cited by (L. Nating T. Winn B.N. Rush, 2006) the researcher set its confidence

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 level at 95% with 5% error term. . Accordingly, using a Z score value of 1.96 at this confidence
level, the following sample were drawn
N = Z2 x P(1-P)

d2

Where: - n = the sample size

Z =z-statistic for the level of confidence

P= expected proportion in population based on DB report (20/21) of subscriber growth

(in proportion of 20% p=0.2)*

d = precision (in proportion of one 5% d= 0.05) (Sampling error)

n = (1.96)2 x (0.2)(1-0.2) = 246

(0.05)
** Subscriber number 2.4 million in which more than 427 thousand joined the platform
After determining a sample size of 246, samples were taken from each of the four Districts' eight
branches in proportion to their mobile banking subscribers as of March 31, 2022. As a result, the
table below depicts the proportional distribution of questionnaires to each branch.

Table 3.1: Proportional Questionnaire Distribution

Sr. No District Brach Name Active Account Percentage Number of
Holders Proportion Questionnaire
1 East Bole 7,610 (7,610)/60,020*246 31
District Medhanialem
2 Bole 8,605 (8,605)/60,020*246 35
3 West Mexico 9,015 (9,015)/60,020*246 37
4 District 3Quter Mazoria 4,671 (4,671)/60,020*246 19
5 North Sheger 7,267 (7,267)/60,020*246 30
6 District Wuhalimat 8,898 (8,898)/60,020*246 36
7 South Kera 7,670 (7,670)/60,020*246 31
8 District Goffa 6,284 (6,284)/60,020*246 26
Total 60,020 246
Source: Dashen Bank Internal Report March 31, 2022

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 3.6 SOURCES OF DATA

Cooper and Schindler (2006) assert that two main sources of data exist. These sources of data are
primary and secondary data source. This study implements both primary and secondary sources
in answering the research questions. Both data sources contribute to the objective and help to
generate conclusions and recommendations.

3.6.1 Primary Source: Primary data was collected from customers of the respective
branch through structured questionnaire developed and administered to solicit
customer opinion regarding the factors that influence customer satisfaction of mobile
banking. The Data collected using this source called Primary Data.
3.6.2 Secondary Source refers to data source that is not originally gathered by the study,
and helps in any other way to arrive at a conclusion for the study. Secondary data for
this study was acquired from a variety of reports from National bank of Ethiopia,
Dashen Bank‗s Quarterly, Annual reports, Commercial Bank of Ethiopia 20/21 report
and previous studies on the subject matter and other such sources. Secondary data
was very instrumental in gathering first-hand information and primary information in
a bid to find solutions to the study‘s research questions.
3.7 RESEARCH INSTRUMENT:

The researcher used structured questionnaire to gather data from the respective Dashen Bank
customers in which the questionnaires contained both closed and open ended question. To
ensure successes, thorough understanding the questions were presented in a simple wording
and moving from general background of the respondent that are easy to detailed one. In the
questioner a five-point Lakert scale was used in different scenarios to measure the respondents
concerning the variables, with 1 = strongly disagree, 2 = disagree, 3 = Neutral, 4 = Agree, and 5
= strongly agree and the difficulties encountered in utilizing mobile services were also
presented on the same scale level as 1=never, 2=rarely, 3=occasionally, 4=usually, and
5=always and same questions were prepared in three types viz. English, Amharic(as per the
advice received from digital channel engineer to address the language barriers) and online
format using Google form for those who can access the questioners online with their mail ID.

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 3.8 DATA COLLECTION METHOD:

This study is based on both primary and secondary data in which Primary data have been
collected from the customers by distributing pre-structured questioner‘s while coming to the
bank branch to get the banking services and secondary data through reviewing related literatures
on the subject matter.

3.9 METHOD OF DATA ANALYSIS

Before beginning the analysis, the collected data were thoroughly examined to ensure whether
the questionnaires were filled correctly and then data entered to statistical software SPSS
(Statistics Package for the Social Sciences) for further analysis, accordingly data accuracy,
reliability, and normality were tested using the SPSS software for Cronbach's alpha and Kurtosis
tests. To make the analysis more meaningful, clear, and understandable, descriptive statistics
such as frequency distribution were used to assess the demographic profile of the respondents.
As a result, the relevant data is presented in a standard format using tables, frequencies, and
percentages to analyze and interpret the information, and the quantitative data was analyzed
using, statistical packages for social sciences (SPSS) version 25.

3.10 VALIDITY AND RELIABILITY ANALYSIS

a) VALIDITY

The term "validity" refers to testing and analyzing the questioner whether it measures what it is
intended to measure accurately. The study instrument for this research was constructed in
reference to instruments developed by other researchers for related studies and designed to fit for
this study purpose. Furthermore, the questionnaires were reviewed by the digital banking
department supervisor and mobile banking engineers who are intimately familiar with Amole
mobile banking services, as well as an experienced research advisor, ensuring the questionnaires'
relevance.

b) RELIABILITY

When a study can be used by multiple researchers under stable conditions, with consistent results
and results that do not change, it is considered reliable. Thus Cronbach's alpha coefficient of
reliability, which is expressed as a number between 0 and 1, has been used to assess a scale's

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internal consistency. Internal consistency and reliability are improved when the Cronbach's alpha
is close to 1.

Reliability Test: Cronbach‘s alpha which is used to measure internal consistency is reflected to
be a measure of scale dependability. The alpha value is 0.9 which suggest a high reliability and
consistency in items of scale. In this research the rule of thumb developed by (George and
Mallery, 2003) is used where an alpha value>= 0.90 is excellent, >=0.80 is good, >= 0.70 is
acceptable, >=0.60 is questionable, >= 0.50 is poor, <= 0.50 is unacceptable. Since the value of
all the constructs were above 0.70, we can conclude that the data collection instrument is
consistent and dependable as indicated in the following table.

Table 3.2: Reliability Test /Cronbach’s Alpha

Variable Construct Number of item Cronbach’s Alpha Internal Consistency

Ease of Use 3 0.790 Acceptable
Usefulness 3 0.814 Good
Trust 6 0.856 Good
Risk 5 0.822 Good
Perceived Cost 4 0.744 Acceptable
Infrastructure 4 0.870 Good
Customer Services 3 0.762 Acceptable
Overall Reliability 28 0.886 Good
Source: Own collected data & SPSS V.25 output.

3.11 ETHICAL CONSIDERATION

Confidentiality - respondents were guaranteed that their responses would not be misconstrued
and that they would remain confidential. The information they supply was kept private and is
solely used for academic purposes.

Organizational approval — to visit the company, a written letter explaining the research idea
were submitted, as well as a copy of the research proposal. Prior to carrying out the study in the
study area, the researcher received approval.

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Informed consent - Cover letters explaining the objective of the questionnaire were distributed
to study participants with the questionnaire. In addition to stating the goal of the study, why it is
being undertaken was explained to any concerned equerry.

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 CHAPTER FOUR

DATA ANALYSIS AND INTERPRETATION:

4 INTRODUCTION
This chapter presents the data, interprets it, and discusses the findings. Tables with response
scores and percentages are used to analyze data. The first section presented demographic
information from eight Dashen Bank branches, while the other sections were organized
according to the research questions. The researcher created and distributed 246 questionnaires,
but only 237 responses were used in the study. Due to invalid or incomplete data entries, nine (9)
responses had to be discarded. Thus, a sample of 237 respondents was used for this study
because the response rate was sufficient for the researcher to generalize the findings on the
factors influencing customer satisfaction of mobile banking service among Dashen Bank
customers in Addis Ababa

4.1 DEMOGRAPHIC INFORMATION OF RESPONDANT

Table 4.1: Respondents Profile Summary

Items Category n %
Respondent Gender Male 143 60.3
Female 94 39.7
Age range of Respondent 20-30 61 25.7
31-40 114 48.1
41-50 47 19.8
>50 15 6.3
Level of Education Secondary 22 9.3
Graduate/Degree 115 48.5
Diploma 62 26.2
Post Graduate 38 16
Amole-Mobile Banking Service Subscription Yes 184 77.6
No 53 22.4
Active Amole Mobile Banking User Yes 149 80.9
No 35 19.1
Amole Mobile banking for which transaction Airtime Recharge Only 41 17.3
are usually using Fund Transfer 30 12.7
Bill payment 3 1.3
For all captioned Purpose 42 17.7
Airtime Recharge, Fund Transfer, 24 10.1

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 Bill payment
Airtime Recharge, Fund Transfer 32 13.5
Air time and Bill Payment 4 1.7
Fund Transfer and Bill Payment 3 1.3
Airtime Recharge, Purchasing of 5 2.1
Stuffs
Own collected data & SPSS V.25 output.

4.1.1 Respondents Gender

Demographic information illustrated in appended Table shows that majority of the respondents
were male which are 143 in number and equivalent to 60.3 percent male and 94 (39.7 percent)
are female respondents.

4.1.2 Age and Educational Background of Respondents

As per the bank‘s procedure an applicant needs to be 18 years old or above to have a bank
account without their parents‘ and concerned authorized government organs‘ consent;
accordingly the study result shows all respondents are above the required age group. According
to data the age of the respondents that ranged between 31– 40 are 114 (48.1%) means a large
numbers of Mobile Banking users are middle aged people in those selected branches. However,
those who ranged between 20 - 30 years old are 61 (25.7%). It can also be seen that the age of
the respondents that ranged between 41 – 50 are 47 (19.8%). Nevertheless those who aged above
50 years old were only 15 in number (6.3%),

As per acquired data the education or qualification of respondents it is observed that most of the
respondents are educated as 115 (48.5%) respondents hold bachelor degree, 38 (16%) hold
master‘s degrees while the remaining 62(26.2%) holds diploma and 22 (9.5%) secondary school
student or complete. The relationship between the educational background of respondents and
the adoption rate of mobile banking analyzed using the Pearson correlation coefficient, which
measures the strength of the relationship between two variables. A variable correlation indicates
that when one variable's value changes, the other variable tends to change in a specific direction.
Thus, the relationship between the two variables is -0.174, indicating a strong relationship
between the two variables, implying that the older a person becomes, the lower the rate of mobile
banking adoption.

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 Table 4.2: Pearson Correlation Summary

Level of Amole-Mobile Banking

Education Service Subscription
Pearson 1 -.174**
Level of Education Correlation
Sig. (2-tailed) 0.007
N 237 237
Pearson -.174** 1
Amole-Mobile Banking Correlation
Service Subscription Sig. (2-tailed) 0.007
N 237 237
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Own collected data & SPSS V.25 output.

4.1.3 Mobile Banking Subscribers and Active Users

To determine whether the respondents were subscribed and currently using Amole mobile
banking service, they were asked to indicate whether they are subscribed for Amole mobile
banking service and how frequently using the service. Two categories of answer options were
provided for the respondent to choose the applicable answer i.e., ‗Yes‘ or ‗No‘. Accordingly, out
of the total respondents 78.1% were subscribed for the service where the remaining 21.9 % were
not subscribed. However, 80.5% of the respondents are currently actively using the Amole
mobile banking service of Dashen Bank where the remaining 19.5 % of them are not actively
using it. The overall practice of mobile banking based on customer background can be
summarized as follows: the bank's mobile banking services are primarily used by male
customers, while the educational backgrounds of those who use the services are predominantly
graduate and literate, making the service application easier for them to understand, and those
who have subscribed to the service have been actively using it.

4.1.4 Services Mostly Used by Amole Mobile banking

From 184 respondents Mobile banking service 22.8% used the service to Buy Air time, Fund
Transfer, Bill payment and Shopping while 22.3% of the respondent used it mostly for Air time
purchase.

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 4.2 DESCRIPTIVE DATA ANALYSIS AND FINDINGS
A descriptive statistical analysis (such as mean and frequency) was performed on the
demographic data. IBM-SPSS software V.25 was used to analyze the information gathered from
the returned questionnaires. The data was sorted into groups based on the applicable constructs
under test, and the data was statistically analyzed. The dependent variable in this study is applied
to Amole subscribers. As a result, the question was included in the questionnaire to allow
respondents to respond to each question in its respective category.

4.2.1 FACTORS AFFECTING MOBILE BANKING PRACTICE AND SATISFACTION

The following factors that can affect the practice of mobile banking, including application ease
of use, usefulness of mobile banking, considered risk, associated cost, service trust, infrastructure
issues, and call center responsiveness were analyzed, and the below results were obtained and
presented below. To identify the factors influencing customer satisfaction on MB, different
questions were presented under each category of the independent variable and the result was
analyzed and presented in the below paragraph by considering the output from SPSS software.

INDEPENDENT VARIABLE ANALYSIS

The questioner was designed to solicit information based on Likert analysis and the below
analysis is based on (Pimentel, 2010), the five-point Likert scale that consider an interval scale.
The mean is very significant. From 1 to 1.8, it means strongly disagree. From 1.81 to 2.60, it
means disagree. From 2.61 to 3.40, it means neutral; from 3.41 to 4.20, it means agree; from 4.21
to 5, it means strongly agree.

A) MOBILE BANKING USEFULNESS & APPLICATION EASE OF USE

To measure this variable, five related questions were forwarded, analyzed, and presented in the
below table by taking the necessary data from IBM-SPSS V.25 Version.

Table: 4.3: Mobile Banking Usefulness & Application Ease of Use

Str.Dis Dis Neutral Agree Str. Agree Mean S.dev

Amole Mobile Banking service is not 3(1.6) 23(12.5) 46(25) 77(41.8) 35(19) 3.64 0.982
complex so it doesn‘t take me time to
learn how to use it.
Using Amole Mobile Banking enables 2(1.1) 17(9.2) 43(23.4) 84(45.7) 38(20.7) 3.76 0.923
me to do my banking transactions

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quicker as it is convenient and easiest
for me to use.
Amole Mobile Banking is faster than
visiting a bank or using phone banking
because it is more accessible and less 4(2.2) 3(1.6) 48(26.2) 84(45.9) 44(24) 3.88 0.869
time consuming than other digital
banking options like ATM's
By using Amole Mobile Banking, I am 1(0.5) 8(4.4) 41(22.4) 85(46.2) 48(26.2) 3.93 0.843
able to access my money any time I want
to.
I think that learning to use Amole mobile 1(0.5) 18(9.9) 38(20.9) 86(47.3) 39(21.4) 3.79 0.911
banking would be easy.
Overall, I think that using Amole mobile 0(0.0) 6(3.3) 35(19.1) 86(47) 56(30.6) 4.05 0.793
banking is advantageous.
Source: Own collected data & SPSS V.25 output.
Five questions were asked of the respondents to assess their attitude toward perceived ease of use
and usefulness of the amole mobile banking and one general question. The first question was
whether it was difficult to learn Amole mobile banking. As a result, 35 respondents (19 percent)
strongly agree with the question that the application is simple, and 77 respondents (41.8 percent)
agree with the question that learning about mobile banking is simple. 3 respondents (1.6 percent)
strongly disagreed, while 23 respondents (12.5 percent) disagreed. However, 46 (23.4 percent) of
respondents were unconcerned about the statement. The second question posed to respondents was
to rate the convenience and ease of use of amole. As a result, 84 (45.7 percent) of respondents
agreed with the statements. 38 (20.7percent) of the respondents strongly agree. However, 2
respondents (1.1 percent) strongly disagreed with the statement, and 17 respondents (9.2 percent)
also disagreed. There were 43 respondents who were neutral on the question, accounting for 23.4
percent of the total.

The third question sought to assess how simple and time-consuming mobile banking is in
comparison to other digital banking options such as ATMs. As a result of the collected responses,
84 respondents (45.9 percent) agreed with the question, while 44 respondents (24 percent) strongly
agreed with it. In contrast, 4 respondents (2.2 percent) strongly disagreed with the question, and 3
respondents (1.6 percent) also disagreed. However, 48 (26.2 percent) of respondents were unsure on
the question. The fourth question was to determine whether or not using Amole mobile banking
allows customers to access funds whenever they want. The data analysis revealed that 85
respondents (46.4 percent) agreed, 48 respondents (26.2 percent) strongly agreed, and 1 individual
respondent strongly disagreed, 8 respondents (4.4 percent) disagreed with the statements, and 41

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 respondents (22.4 percent) were natural to the questions. The fifth question sought to assess how
simple it is to learn mobile banking. Among the 183 amole mobile banking subscribers and
respondents, 86 (47.3 percent) agreed and 39 (21.4 percent) strongly agreed with the question. 1
and 18 (0.5 percent) respondents strongly disagreed and disagreed, respectively. However, 38
people (20.9 percent) were undecided about the question. The final question sought to investigate
whether respondents believe that subscribing to mole mobile banking is advantageous accordingly
86 respondents (47 percent) agreed, and 56 respondents (or 30.6 percent) strongly agreed with the
question. 6 respondents (3.3 percent) agreed, while 35 respondents (19.1 neutral) were neutral.
However, no respondents strongly disagreed with the question. In summary, the above table shows
that respondents currently using mobile banking had the highest mean, which is >3.6 on the
convenience construct, which means they mostly "agreed" that it is convenient, useful and easy to
use the mobile application for easy practice and mobile banking is useful and easy to use for most
of the user. Thus, the service's usability and convenience of use have a positive impact on how
users interact with the system, which results in greater motivation and satisfaction while using the
application.

B) TRUST

Six questions were prepared by the researcher in order to assess this variable. Using the data output
from the IBM-SPSS software, analysis has been carried out and the summary is presented in the
table below.

Table 4.4: Mobile Banking Trust

Str.Dis Dis Neutral Agree Str.Agreed Mean S.dev

I believe the bank is trustworthy and 3(1.6) 7(3.8) 41(22.4) 100(54.6) 32(17.5) 3.83 0.820
can provide Amole Mobile Banking
service effectively.
Amole Mobile Banking service performs 1(0.5) 10(5.5) 36(19.7) 110(60.1) 26(14.2) 3.82 0.760
well and process transaction correctly.
Amole Mobile Banking is reliable 3(1.6) 8(4.4) 48(26.4) 91(50) 32(17.6) 3.77 0.847
so I‘m not afraid that my transaction
detail would be leaked at any time.
If I lose my phone as an Amole Mobile 5(2.7) 8(4.4) 36(19.8) 88(48.4) 45(24.7) 3.88 0.926
Banking user, I would not be concerned
about losing my money as long
as I reported it immediately.

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I am confident that Dashen Bank will 2(1.1) 7(3.8) 44(24.2) 95(52.2) 34(18.7) 3.84 0.811
always keep its promises and
commitments to provide the best
experience possible when using Amole's
Mobile Banking Services.
I believe that the Dashen Bank always 1(0.5) 7(3.8) 52(28.4) 77(42.1) 46(25.1) 3.87 0.852
addresses customer concerns in good
faith.
Source: Own collected data & SPSS V.25 output.
The first question was to determine whether Dashen Bank is trustworthy and capable of effectively
providing Amole Mobile Banking service. As a result, 100 respondents (54.6 percent) agreed to the
question, while 32 respondents (17.5 percent) strongly agreed. However, three respondents (1.6
percent) strongly disagreed, seven respondents (3.8 percent) disagreed, and 41 respondents (22.4
percent) were neutral on the question. The second question sought to ascertain whether customers
believe Amole Mobile Banking service performs well and correctly processes transactions.. As a
result, 110 respondents (60.1 percent) agreed with the question, while 26 respondents (14.2 percent)
strongly agreed, indicating that customers believe Amole mobile banking performs well. One
respondent (0.5 percent) and ten respondents (5.5 percent) selected "strongly disagree" and
"disagree," respectively. However, 36 (19.7 percent) of respondents were undecided on the
question. The third question asked whether customers believed their information, i.e., transaction
details, would be leaked at any time. As a result, 91 respondents (50 percent) agreed to the question,
and 32 respondents (17.6 percent) strongly agreed. However, 3 (1.6 percent) of respondents
strongly disagree, and 8 (4.4 percent) strongly disagree. There were 48 neutral respondents (26.4
percent). This means that as long as customers trust mobile banking, the adoption and satisfaction
rate will be high. The fourth question related to losing a phone is related to not losing money as
long as you immediately report it to the bank via mobile banking accordingly. 88 respondents (48.4
percent) agreed to the question, and 45 respondents (24.7 percent) strongly agreed. However, 5(2.7
percent) of the respondents disagreed, and 8 strongly disagreed. 36 respondents (19.8 percent) were
neutral. The fifth question is related to trust in Dashen Bank in providing the best experience
possible for mobile banking services. Therefore, 96 respondents (52.2 percent) agreed to the
question, and 34 respondents (18.7 percent) strongly agreed. However, 2(1.1 percent) of the
respondents strongly disagree, and 8 respondents (3.8 percent) also disagree. 44 respondents (24.2
percent) were neutral. The last question was presented to assess whether the customer believes that
the bank always addresses customer concerns in good faith or not. 78 respondents (42.1 percent)

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 agreed to the question, and 46 respondents (25.1 percent) strongly agreed. However, 1(0.5 percent)
of the respondents strongly disagreed, strongly disagree and 7 respondents (3.8 percent) of them
also disagreed. 52 respondents (28.4 percent) were neutral.

As the current users of mobile banking have a mean score of >3.75 on trust issues, the majority of
the current users strongly believe Dashen Bank is providing effective MB, keeping their accounts
safe, and providing the service in good faith, and this parameter is a significant factor that affects
customer satisfaction.

C) PERCEIVED RISK

Table 4.5: Perceived Mobile Banking Risk

Str.Dis Dis Neutral Agree Str.Agreed Mean S.dev

A security concern doesn‘t prevent 9(4.9) 8(4.4) 59(32.2) 86(47) 21(11.5) 3.56 0.929
me from checking my account using
Mobile phone.
When I‘m using Amole Mobile 4(2.2) 9(4.9) 45(24.6) 96(52.2) 29(15.8) 3.75 0.859
Banking services, I don‘t think that
someone misuse my personal
information from background.
When making a mobile banking 2(1.1) 8(4.4) 55(30.4) 82(45.3) 34(18.8) 3.76 0.846
transaction, I don‘t think that I will
lose money
I feel safe in using Amole Mobile 3(1.7) 10(5.5) 36(19.9) 94(51.9) 38(21) 3.85 0.872
Banking, because I think people can‘t
access my account in any way.
I would feel totally safe while providing 4(2.2) 13(7.1) 62(33.9) 71(38.8) 33(18) 3.63 0.933
personal information over mobile
banking.
Source: Own collected data & SPSS V.25 output.
The first question was to measure whether security concerns around mobile banking were hindered
or not by using an Amole mobile banking service. Accordingly, 86 respondents, constituting
47percent, agreed to the question, and 21 respondents (11.5percent) strongly agreed. However, 9
respondents (4.9percent) strongly disagreed, 8 respondents (4.4percent) disagreed, but 59
respondents (32.2percent) were neutral on the question. The second question was to confirm the
risk of one‘s transaction details from background. Thus, 96 respondents (52.2percent) agreed to the
question, while 29 respondents (15.8percent) strongly agreed to the question, indicating customers
believe no one misuses their personal information. Four respondents (2.2percent) and nine

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 respondents (4.9percent) responded by choosing to strongly disagree and disagree, respectively.
However, 45 (24.6percent) of the respondents were neutral on the question. The third question was
to assess whether customers don‘t think that they will lose money while using amole due to various
factors. Thus, 82 respondents of 45.3 percent agreed to the question, and 34 respondents
(18.8percent) of them strongly agreed. However, 2(1.1percent) of the respondents strongly disagree,
and 8 respondents (4.4percent) also disagree. 55 respondents (30.4percent) were neutral. This
implies that the lower the risk exposure the customers face, the higher the rate of mobile adoption
and satisfaction. The fourth question related to customers' thinking about whether fraudulent people
can‘t access their accounts in any way. Thus, 94 respondents (51.9percent) agreed with the
question, and 38 respondents (21percent) strongly agreed. However, 3(1.7percent) of the
respondents strongly disagree, and 10 respondents (5.5percent) of them also disagree. 36
respondents (19.8percent) were neutral. The fifth and last question is related to risk, which is how
customers feel safe while providing information over mobile banking. 71 respondents (38.8percent)
agreed to the question, and 33 respondents (18percent) strongly agreed. However, 4(2.2percent) of
the respondents strongly disagree, and 13 respondents (7.1percent) of them also disagree. 62
respondents (33.9percent) were neutral.

According to the data presented above, users have a basic understanding of mobile banking
security risks, though they believe that losing their phone means losing their money. Furthermore, it
has been observed that consumers' trust in technology is somewhat hazy. In general, security and
privacy concerns proved to be a significant factor or barrier to MB customers' effective use of the
service.

D) PERCEIVED COST

To measure this variable, four questions were forwarded and the data collected was analyzed and
presented in the following table as follows:

Table 4.6: Perceived Cost

Str.Dis Dis Neutral Agree Str.Agreed Mean S.dev

When transaction error occurs due
to system failure/interruption, I can
get immediate refund from the bank 4(2.2) 15(8.2) 59(32.2) 84(45.9) 21(11.5) 3.56 0.880
Amole Mobile banking could save me

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transaction cost as it enable me get all 2(1.1) 2(1.1) 47(26) 101(55.8) 29(16) 3.85 0.737
services on hand.
Amole Mobile Banking is important
to me because it gives me cash back,
which lowers transaction costs and 3(1.6) 9(4.9) 58(31.7) 81(44.3) 32(17.5) 3.71 0.870
encourages me to use it
Dashen Bank's Amole Mobile Banking is
a low-cost way for customers to access
banking services.(In General Terms) 0(0) 8(4.4) 43(23.6) 96(52.7) 35(19.2) 3.87 0.768
Source: Own collected data & SPSS V.25 output.
The first question was to measure whether Dashen Bank is able to refund immediately when an
error occurs. 84 respondents, constituting 45.9 percent, agreed to the question, and 21 respondents
(11.5percent) strongly agreed. However, 4 respondents (2.2percent) strongly disagreed, 15
respondents (8.2percent) disagreed, and 59 respondents (32.2percent) were neutral on the question.
The second question was to measure whether customers could save transaction costs (over visiting
bank branches) as it enabled customers to get all services on hand. Accordingly, 101 respondents
(55.8percent) agreed to the question, while 29 respondents (16percent) strongly agreed to the
question, indicating customers believe that using amole mobile banking saves them transactional
costs. A similar number of respondents disagreed and strongly disagreed with transactional cost
saving. That is 2 respondents, or 1.1percent. However, 47 (26percent) of the respondents were
neutral on the question. The third question was to assess whether customers believe Amole has an
advantage of getting cash back. Accordingly, 81 respondents (44.3percent) agreed with the
question, and 32 respondents (17.5percent) strongly agreed. However, 3 or (1.6percent) of the
respondents strongly disagree, and 9 respondents (4.9percent) also strongly disagree. 58
respondents (31.7percent) were neutral. As a result of the preceding, we can safely assume that the
study identified that cost is also an influencing factor in determining customer satisfaction. This
means that as long as it saves money and is less expensive than visiting bank branches, as well as
provides cash back benefits, it increases mobile banking utilization, as well as customers, who
intend to use it most of the time.

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 E) INFRASTRUCTURE
Table 4.6: Infrastructure

Str.Dis Dis Neutral Agree Str.Agreed Mean S.dev

Even with a limited network 16(8.7) 26(14.2) 53(29) 60(32.8) 28(15.3) 3.32 1.157
connection, Dashen Bank's Amole
Mobile banking service performs
well.
The frequent network interruption 11(6) 24(13.1) 54(29.5) 69(37.7) 25(13.7) 3.40 1.069
doesn‘t discourage me from using
Amole mobile banking.
I believe the current infrastructure 21(11.5) 31(16.9) 58(31.7) 50(27.3) 23(12.6) 3.13 1.182
development of the country is
enough to use mobile banking
service.
Dashen Bank‘s Mobile Banking 8(4.4) 20(10.9) 52(28.4) 75(41) 28(15.3) 3.52 1.021
always meets my expectation in
terms of service quality.
Source: Own collected data & SPSS V.25 output.
The first question was to measure the respondent‘s belief whether Dashen Bank Amole works with
limited network connection or not, accordingly 60 respondents constituting 32.8 percent; agreed to
the question and 28 respondents (11.5percent) were strongly agreed. However, 16 respondents
(8.7percent) were strongly disagreed, 28 respondents (11.8percent) of them were disagreed but 53
respondents (29percent) were neutral to the question. The second question was to assess whether
the frequent network interruption does discourage the customer from using Amole mobile banking
or not in this regard, 69 respondents (37.7percent) agreed to the question while, 25 respondents
(13.7percent) strongly agreed to the question indicating that more than 50percent of the
respondents confirm that frequent disruption of network doesn‘t discourage them from using
amole mobile banking service on the other hand 11 & 24 respondents which account (6percent) &
(13.1percent) respectively strongly disagreed and disagreed with the opinion of frequent
interruption doesn‘t discourage them from using the service. However 54 (29.5percent) of the
respondents were neutral to the question.

The third questions was to assess whether customer believe that the current infrastructure of the
country is well enough to use mobile banking or not accordingly 50 respondents of (27.3percent)
agreed to the question and 23 respondents (12.6percent) of them strongly agree. However, 21 or
(11.5percent) of the respondent, strongly disagree and 31 respondents (16.9percent) of them also

40 | P a g e
 disagree 58 respondents (31.7percent) were neutral. This implies it is only 40percent of the
respondents were believe that the current telecommunication infrastructure is enough to entertain
the service hence further investment is required to enhance telecom infrastructure for better
network related services in general and mobile banking service in particular. The last question
were provided to solicit whether the current Dashen banks mobile infrastructure development
provide the expected service quality or not, accordingly 75 respondents (41percent) agreed and 28
respondents (15.3 percent) strongly agreed that the service quality meets their expectation while 8
respondents (4.4percent) strongly disagreed and 20 respondents (10.9 percent) disagreed that the
service quality is as expected and 52 respondents (28.4percent) were neutral.

Therefore, most customers believe that the country's current infrastructure is inadequate, as
evidenced by frequent network outages and power outages, which force mobile banking users to
visit their nearest branch. This infrastructure issue is a major source of dissatisfaction.

4.2.2 MOBILE BANKING CUSTOMER SERVICE DIMENSION

In In order to solicit customers' replies regarding the customer service, in any eventuality, will have
a greater impact to augment their level of satisfaction. Thus, three customer service questions were
prepared in order to assess their experience in this regard, and the below table summarized their
responses.Table 4.8: Summary of Customer Service

V. Poor Poor Average Good Excellent Mean S.dev

RESPONSIVE: Dashen Bank's Mobile 7(3.8) 21(11.5) 76(41.5) 62(33.9) 17(9.3) 3.33 0.934
Banking Support Center (call Center)
service is responsive in giving immediate
solution?
COURTACY/ASSURANCE: Are 3(1.6) 12(6.6) 70(38.3) 75(41) 23(12.6) 3.56 0.855
Dashen Bank's Mobile Banking Support
Center (call Center) employees polite and
respectful when handling your inquiry?
EMPATHY & CAREING :How do you 3(1.6) 14(7.7) 70(38.5) 72(39.6) 23(12.6) 3.54 0.871
evaluate Does Dashen Bank's Mobile
Banking Support Center (call Center)
service in terms of empathy and caring
Source: Own collected data and SPSS output Version 25

The first question was presented to assess the customer's experience when they contact and evaluate
customer service in terms of responsiveness. Accordingly, 62 respondents (33.9 percent) said

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"good" and 17 respondents (9.3 percent) said "excellent," while the majority of the respondents
(41.5 percent) considered the responsiveness of the call center average, while 21(11.5 percent) and
7(3.8 percent) respondents rated the response as poor and very poor, respectively. The second
question was presented to customers to rate the politeness and respectfulness of the call center
agents while entertaining any customer request. Accordingly, 75 respondents (41 percent) said good
and 23 respondents (12.6 percent) excellent, while 70 of the respondents (38.3 percent) considered
the politeness and courtesy of the call center average, while 12(6.6 percent) and 3(1.6 percent)
respondents rated the customer care agents as poor and very poor, respectively. The last question
was presented to rate the empathy and caring behavior of the call center agents while entertaining
any customer request. 72 respondents (87.4 percent) said good and 23 respondents (12.6 percent)
excellent, while 70 of the respondents (38.3 percent) considered the empathy and caring behavior of
the call center was average, while 14(7.7 percent) and 3(1.6 percent) respondents rated the customer
care agents as poor and very poor, respectively.

As we can see and conclude from the overall response, Dashen Bank's customer service is good,
and the bank needs to work harder to increase customer satisfaction because customer service is
important not only for MB but also for customers' overall banking experience. This provides a
customer with the assurance that if anything goes wrong while transacting, it will be handled with
care and they will get a solution without difficulty. However, the mobile security risk is still a major
concern for most MB service users.

4.3 CORRELATION:

Association between Factors influencing customer satisfaction of Amole Mobile banking in

selected branch of Dashen Bank Customers

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 Table 4.9: Correlation of Variables

** Correlation is significant at the 0.01 level (2-tailed)

Source: Own collected data & SPSS V.25 output.

We can see from the appended table that the identified factors that influence customer
satisfaction i.e. independent variables are positively associated with users' satisfaction viz.
perceived ease of use has a value of 38.1 percent, indicating a positive relationship between
Mobile Banking practice and its users' satisfaction. Similarly, perceived usefulness 32.4 percent,
customer trust 45.1 percent, and risk 31 percent, cost 45.5 percent, infrastructure development
48.7 percent, challenge had a negative correlation of -2.9 percent, and customer service from a
customer service was 41.3 percent. Except for the mobile banking challenge, all of these values
indicate a positive relationship between Mobile Banking practice and customer satisfaction.

4.4 REGRESSION ANALYSIS

Association between practice of Amole Mobile Banking and Customers‘ Satisfaction in selected
branched Dashen Bank Customers

a) Auto Correlation

Regression analysis is a set of statistical methods for estimating relationships between one or
more independent variables and a dependent variable. It can be used to assess the strength of the
relationship between variables and to forecast their future relationship. As per collected data,
43 | P a g e
Durbin-Watson autocorrelation result shows 2.174 thus there exist a relationship between the
dependent and independent variables and per Durbin-Watson the data range between 1.5- 2.5 is
an acceptable one.

Table 4.10: Durbin Watson Auto-Correlation result

Adjusted R Std. Error of the

Model R R Square Square Estimate Durbin-Watson
1 .597a 0.356 0.325 0.676 2.174

Source: Own data and SPSS output V.25

a. Predictors: (Constant), Call Center Service, Risk, Challenge, Usefulness, Cost, Infrastructure
Trust and Ease of Use
b. Dependent Variable: Customer satisfaction with Amole Mobile banking service

Thus mobile banking customer satisfaction is influenced by any one of the independent variable
selected for the study

b) Multi-Collinearity

Happens when the independent variables in the regression analysis model are highly correlated
to each other. It makes it hard to interpret of the model and creates an over fitting problem.
Thus, the assumption is that there must not be any correlation between independent variables
and if the statistical multi collinearly test VIF (Variance Inflation Factor) for all independent
variable is below 5 shows there is no serious multi-collinearly issue among the independent
variables .The below collinearity statistics VIF for all independent variables are well below 5
and thus no collinearity issue between them.
Table 4.11: Multi-Collinearity Test Summary
Independent Variable t Sig. Collinearity Statistics
Tolerance VIF*

EOU 0.321 0.749 0.338 2.958

USEFULNESS 0.307 0.759 0.366 2.735

TRUST 1.624 0.106 0.425 2.352

RISK 0.217 0.828 0.544 1.837
COST 1.963 0.051 0.615 1.626

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 INFRASTRUCTURE 2.889 0.004 0.628 1.593

CUSTOMER SERVICE 3.322 0.001 0.798 1.253

Dependent Variable: Customer satisfaction with Amole Mobile banking service

VIF*= Variance Inflation Factor
Source: Own collected data & SPSS V.25 output.
c) Normality Test:

The core element of normality asserts that the distribution of sample means (across independent
samples) is normal. That is, the assumption of normality claims that the sampling distribution of the
mean is normal or that the distribution of means across samples is normal. Thus, the below graph
shows that the collected sample distribution is normally distributed across the means.

Fig: 2: Normality Test

Source: Own collected data & SPSS V.25 output.

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 d) Linear Regression Output
Table 4.12: Regression Output

Coefficients a
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .291 .405 .719 .473
EOU .010 .039 .029 .266 .791
USEFULNESS .021 .039 .055 .534 .594
TRUST .032 .021 .144 1.507 .134
RISK .002 .020 .009 .102 .919
COST .057 .027 .167 2.146 .033
INFRASTRUCTURE .047 .017 .212 2.745 .007
CALLCENTER .079 .024 .225 3.240 .001
a. Dependent Variable: Satisfaction
Source: Own collected data & SPSS V.25 output.

Therefore Cost, infrastructure, and call Centre affected customer satisfaction positively and
significantly

4.5 QUALITATIVE RESULTS:

Customers that are yet to use Dashen Bank’s Amole Mobile Banking Services

From the open ended questions in the questioner that was forwarded to Dashen Bank customers to
know why they are yet to subscribe they were 53 from the total collected data of 237 out of 53
majority of them i.e.24 (45.3 %) of them replied‖ I don’t know how to use the technology‖ 5
respondent (9.4%) said ―The application is difficult to use as it requires to insert password more
than once‖ and 2 respondents 3.8% said that “ If I lose my mobile (through theft) my money will
also be robbed‖ while 3 respondent 5.7% replied‖ I tried few times but lost my password and
forgot to use it at all‖ and 13 of them 24.5% gave various reasons which is directly attributed to a
lack of awareness. In addition 6 respondent 11.3% gave another reason that ―purchasing smart
phone is very expensive and hence difficult, to get the service‖ .Despite the banks effort in
promoting the benefits, advantages and uses yet still large number of the bank's retail clients are
unaware of the benefits and uses of the mobile banking service, according to the respondents.
Clients who now use the bank's mobile banking service, on the other hand, frequently mentioned

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that infrastructure issues in the country, such as frequent power outages and network outages,
discourage them from actively using the service even after subscribing. According to same survey
respondents, the poor network situation forced them to frequently use their mobile devices to access
the service, even forcing them to pay twice while occasionally clogging the network. The other
reason mentioned by the respondent ―Don‘t know the application language well and am not using
due to this‖ because the application does not support their native language. Aside from the issues
mentioned above, the Amole Mobile Banking application requires an Android phone with an
Android version greater than 6, as well as a larger memory size, making it difficult for lower
version Android users to use. As a result, a lightweight version is needed.

Finally, respondents suggested that the bank should work aggressively on raising awareness by
developing various programs that will reach the entire retail customer base in order to change this
scenario. Furthermore, they have stated that the bank should give emphasis on raising awareness
through their customer service officers who are dedicated and well-versed with knowledge of
mobile banking.

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 CHAPTER FIVE:

SUMMARY, CONCLUSION AND RECOMMENDATION:

5 INTRODUCTION
This finding of the study is summarized in this chapter. After studying the research background
and objectives, it summarizes the research findings and draws a conclusion. Based on the
conclusions presented, the chapter makes recommendations to the appropriate organs.

5.1 SUMMARY OF FINDINGS

A total of 246 sample sizes were determined but collected only 237, while the rest were void, and
accordingly, the majority of the respondents were male, which means 143 (60.3 percent) male
respondents and 94 (39.7 percent) female respondents, and of those respondents, the subscriber's
number is only 184, which is equal to 77.6 percent uses amole from these, only 149 (80.1 percent)
use the service actively. Of the users of the majority of mobile banking, which is 114 in number
(48.1 percent), the aged between 31 and 40 are followed by the aged between 20 and 30, with 61 in
number and 25.7 percent. The majority of respondents were degree graduates in education, which
is 115 in number (48.5 percent), followed by diploma graduates, which are 62 in number (26.2
percent). Most of the subscribers, i.e., 42 respondents among 184 active users, which are 22.8
percent, use MB for airtime refilling, fund transfer, bill payment, and purchase of goods, followed
by airtime refilling by 41 respondents, equivalent to 22.3 percent.

Furthermore, the researcher found that the internal consistency of data was proved to be consistent
per Cronbach‘s alpha coefficient result for all independent variables was under the acceptable
range and the overall acceptability for 33 items was 0.886, which signifies the internal consistency
was good.

The correlation of dependent and independent variables was also attested, and all Pearson
Correlation coefficient values indicate a positive relationship between mobile banking factors and
customer satisfaction. The regression analysis per the Durbin-Watson autocorrelation result shows
2.174. Thus, there exists a relationship between the dependent and independent variables that can
be attested since the result data falls in the range between 1.5 and 2.5, which is an acceptable

48 | P a g e
range. Furthermore, the multi-collinearity test shows all the independent variables are under the
acceptable value of VIF (Variance Inflation Factor), which is below 5. In addition, the normality
test shows that the collected sample distribution is normally distributed across the means.
Response analyses were made based on Likert analysis, which showed that the average response
for all questions fell within the mean range between 3.41 and 4.20 (Pimentel, 2010), resulting in an
agreement for the requested questions. According to the interview data, the majority of Amole
mobile banking customers use the service for buying airtime, fund transfers, and the purchase of
goods and services, with only a few (1.6 percent) using it solely for bill payments. In addition to
the identified independent variables, a mean value of >3.5 on the Likert scale indicates that MB
subscribers agreed with the specified question, i.e. the ease and usefulness of the application, and
that security, privacy, cost, and infrastructure issues are also major challenging factors that the
bank must address in order to improve performance and customer satisfaction..

5.2 CONCLUSION
The most important variables that affect consumer satisfaction with mobile banking at the chosen
Dashen Bank branches were effectively determined by this study. According to the analysis of the
data, the most important variables influencing customer satisfaction are the Ease of use and
usefulness of the application, risk, trust, and cost effectiveness. Furthermore, it has been found that
there is a significant association between these factors and the customer willingness to use the
service more frequently. Mobile Banking has evolved into one of the essential banking services
that, if Dashen Bank implements it properly, can increase customer satisfaction while also
providing the bank with a competitive advantage.
Knowing the basic factors that influence customer satisfaction from the perspective of mobile
banking services user can benefit not only Dashen Bank but also the whole banking industry by
focusing not only on the six factors identified in this study but also on other factors that have a
direct bearing on which satisfies customers the most i.e. only six factors have been chosen as the
independent variables and this research does not assure that the factors presented in this study are
the only determinants of customer satisfaction of mobile banking in Dashen Bank. The factors
chosen in this study are only from a user perspective.
It can be concluded that, though mobile banking is a recent concept in our country Ethiopia, there
exists huge potentials for the service providers. If the service providers can concentrate on the
identified influential factors from this study and adopt appropriate and effective strategies for

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making the customers satisfied, they can make lots of profits and can make better contributions to
our country (Ethiopia‘s) economy.

5.3 RECOMMENDATION
 It is also revealed that, the higher aged and the low educated people are not using the MB
to the expected level owing to the ease of use factor. Therefore, the Bank should make the
services easy to use for these people. For this purpose, it can provide customer training,
provide picture based user guide rather than written user guide on how to use mobile
banking service.
 The bank should encourage customers to use all available services by offering various
incentives such as cash back and ensuring the safety, security, and privacy of their data by
increasing their trust in Dashen Bank. This can be done by sending influential messages
about good security system of its services to the targeted customers.
 The bank must ensure that the MB services are delivered in accordance with the promises
made throughout promotional campaigns‖ ONE STEP AHEAD IN BANKING
TECHNOLOGY”, and more awareness about mobile banking tailored to all potential
customers.
 The bank must constantly strive to simplify the mobile banking application so that it can be
used by lower-level Android versions, requiring the development of Amole lite, which are
smaller in size, and marketing efforts should focus on demonstrating the ease, usefulness,
and cost benefit of using mobile banking.
 The presence of a large number of mobile communication users among its customers
should be viewed as a great opportunity by the bank, and it should strive to provide service
to all customers by focusing more effort on educating and creating awareness, particularly
among potential Dashen Bank customers, about the functionality, safety, and benefits of
mobile banking.
 The most significant output of this study is the identified six variables which are the most
influential factors for customer satisfaction of mobile banking services. It is also founded
that, among the six variables the most influential factor is the security/risk and trust factor
while, ease of use, usefulness, cost and infrastructure have also positive impact on
customer satisfaction. Thus, the effective advertisement will be used to promote the service
by taking it to the factors into consideration.

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5.4 AREA OF FURTHER RESEARCH
Future research could investigate how socio-demographic characteristics such as culture and
socioeconomic background deal with and manage the effect of service quality on customer
satisfaction. Second, in comparison to the population size, the sample size is small. As the
number of mobile banking users increases by the day, more research is needed to determine the
trend of customer behaviors and work on the further development of mobile banking service
quality. Moreover in future, mobile banking research should assimilate the customer view with
factors derived from banking organizations, regulatory perspectives and mobile technology
providers.

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 ANNEX

Addis Ababa University

School of Commerce
Masters of Project Management

Questionnaire to be filled by respondents

Dear Respondents:

First and foremost, I'd like to express my heartfelt gratitude for your generous time, as well as
your honest and genuine responses.
The title of this thesis is ―Factors Influencing Customer Satisfaction of Mobile Banking
Services: The Case of Dashen Bank on Selected Addis Ababa Branches.”
Kindly be advised that the information you provide in this questionnaire will not be used for any purpose
other than furthering this research. As a result, you can rest assured that your responses to the questions
in this survey will not be used in any way that could jeopardize your personal or professional reputation,
decency, emotions, or professional conduct, as the information you provide will be kept private.
Individual responses will not be identifiable because they will be treated in aggregate when the findings
are reported.
I'd like to express my gratitude in advance for taking the time to fill out this survey and helping me with
my research.
If you would like to know more, please contact me at:

Mobile: 0944-13-39-44
Email: [email protected]
Endale Tilahun

Regards,

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Instructions

Please tick (√) in appropriate boxes as provided

Section A: Demographic Profile of Respondents

1. Gender Male Female

2. Age Range 20 -30 31-40 41 – 50 >50

3. Level of education
Secondary Graduate/Degree

Post Graduate Above

Diploma

Other, Please specify ______________

4. Are you subscriber of Amole-mobile banking service?

Yes No

If No; Why? _____________________________________________________________

5. If Your Answer is for Q 4 is Yes then are you actively using mobile banking services?

Yes No

If No; Why? _____________________________________________________________

If You Are Using Amole Mobile banking for which transaction are usually using it?

Airtime Recharge Only Fund Transfer Bill payment Purchasing of Stuffs

For all captioned Purpose. If others. Please Specify.

Section B: Factors Affecting Mobile Banking Practice and Challenges

Please tick (√) in appropriate boxes as provided to indicate the level of your agreement or
disagreement with the following statements on a scale of 1 to 5, where 1 = strongly disagree, 2 =
disagree, 3 = neutral, 4 = agree, 5 = strongly agree

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 Questions Strongly Disagree NeutralAgree Strongly
Disagree Agree

1) PERCEIVED EASE OF USE AND USEFULNESS

Amole Mobile Banking service is not complex so it doesn‘t take
me time to learn how to use it.

Using Amole Mobile Banking enables me to do my banking

transactions quicker as it is convenient and easiest for me to use.

Amole Mobile Banking is faster than visiting a bank or using

phone banking because it is more accessible and less time
consuming than other digital banking options like ATM's

By using Amole Mobile Banking, I am able to access my money

any time I want to.

I think that learning to use Amole mobile banking would be easy.

Overall, I think that using Amole mobile banking is
advantageous.

TRUST
I believe the bank is trustworthy and can provide Amole Mobile
Banking service effectively.

Amole Mobile Banking service performs well and process

transaction correctly.

Amole Mobile Banking is reliable so I‘m not afraid that

my transaction detail would be leaked at any time.

If I lose my phone as an Amole Mobile Banking user, I would not

be concerned about losing my money as long as I
reported it immediately.
I am confident that Dashen Bank will always keep its promises and
Commitments to provide the best experience possible when
using Amole's Mobile Banking Services.

I believe that the Dashen Bank always addresses customer concerns

in good faith.

58 | P a g e
 Questions Strongly Disagree Neutral Agree Strongly
Disagree Agree

RISK-CHALLENGE
A security concern doesn‘t prevent me from checking my
account using Mobile phone.

When I‘m using Amole Mobile Banking services, I don‘t

think that someone misuse my personal information from
background.
When making a mobile banking transaction, I don‘t think
that I will lose money

I feel safe in using Amole Mobile Banking, because I think

people can‘t access my account in any way.

I would feel totally safe while providing personal

information over mobile banking.

COST

When transaction error occurs due to system

failure/interruption, I can get immediate refund from the
bank
.Amole Mobile banking could save me transaction cost as it
enable me get all services on hand.

Amole Mobile Banking is important to me because it gives me

cash back, which lowers transaction costs and encourages me
to use it
Dashen Bank's Amole Mobile Banking is a low-cost way for
customers to access banking services.(In General Terms)

INFRASTRUCTURE

Even with a limited network connection, Dashen Bank's

Amole Mobile banking service performs well.

The frequent network interruption doesn‘t discourage me

from using Amole mobile banking.

I believe the current infrastructure development of the

country is enough to use mobile banking service.
Dashen Bank‘s Mobile Banking always meets my
expectation in terms of service quality.

59 | P a g e
 Challenges encountered in implementing mobile banking service: To what extent do you agree that the
following challenges the bank encounters in implementing Amole Mobile –Banking services?
Key: 5 - Always, 4- Usually, 3- Sometimes, 2 - Rarely 1 –Never
Questions Never Rarely Sometimes Usually Always

CHALLENGES OF AMOLE M-BANKING

SYSTEM AVAILABILITY: Does Amole Mobile
Banking System interruption and processing error occur?
Do you fear that your data will be lost when the system is
interrupted due to network failure or other problems
while actively using Amole?
Have you ever experienced fraud from an unknown
source while using Dashen Bank's Amole mobile
Does inability to meet the performance and
banking?
reliability Expectations happen?
I fear using mobile banking because I think people will
access my account

Section C: Level of Satisfaction using Amole Mobile Banking

Questions Very Poor Poor Average Good Excellent

(1) (2) (3) (4) (5)

MOBILE BANKING SUPPORT CENTER(CALL CENTER) SERVICES

RESPONSIVE: Dashen Bank's Mobile Banking Support
Center (call Center) service is responsive in giving
immediate solution?
COURTACY: Are Dashen Bank's Mobile Banking Support
Center (call Center) employees polite and respectful when
handling your inquiry?
EMPATHY & CAREING :How do you evaluate Does
Dashen Bank's Mobile Banking Support Center (call
Center) service in terms of empathy and caring
Level of satisfaction Highly Dissatisfied Neutral Satisfied Highly
Questions Dissatisfied satisfied

Overall, I am satisfied with Dashen Bank‘s Amole Mobile banking

service
Amole Mobile Banking service is more complex than other
electronic banking services like ATM POS so it will take me a
lot of time to learn how to use it. YES No

60 | P a g e
 አዲስ አበባ ዩኒቨርሲቲ

የንግድ ስራ ኮላጅ

የፕሮጀክት አስተዳደር የ ማስተርስ ፕሮግራም ማሟያ ጥናት የሚውሌ መጠይቅ

መጠይቁ በመሊሾች መሞሊት አሇበት።

ውድ ምሊሽ ሰጪዎች፡-

በመጀመሪያ ደረጃ፣ ጊዜያችሁን ሰውታችሁ ሇምትሰጡኝ፣ ትክክሇኛ እና ወቅታዊ ምሊሾች ሌባዊ ምስጋናዬን መግሇጽ
እፇሌጋሇሁ።

የዚህ መጠይቅ መመረቂያ ጽሑፍ ርዕስ” በሞባይሌ ባንክ አገሌግልት የደንበኞች እርካታ ሊይ ተጽዕኖ የሚያሳድሩ ምክንያቶች
፡ ከዳሸን ባንክ በተመረጡ የአዲስ አበባ ቅርንጫፎች ሊይ ሇሚደረግ ጥናት” ነው።
በዚህ መጠይቅ ውስጥ የቀረቡት መረጃ ይህንን ጥናት ከማከናወንና ከማስፋት ውጭ ሇላሊ ዓሊማ እንደማይውሌ በትህትና
እየገሇፅኩ። በውጤቱም፣ በዚህ ዳሰሳ ውስጥ ሇቀረቡት ጥያቄዎች የሚሰጡት ምሊሽ እርስዎ የሚያቀርቡት መረጃ በሚስጥር
ስሇሚጠበቅ የግሌ ወይም ሙያዊ ስምዎን፣ ጨዋነትዎን፣ ስሜትዎን ወይም ሙያዊ ባህሪዎን ሉጎዳ በሚችሌ መንገድ ጥቅም ሊይ
እንደማይውሌ እርግጠኛ መሆን ይችሊለ። . ግኝቶቹ ሲነገሩ በጥቅሌ ስሇሚስተናገዱ የግሇሰብ ምሊሾች ሉታወቁ አይችለም።

ይህን ዳሰሳ ሇመሙሊት ጊዜ ወስደው ሇምርምር ስራዬ ስሇረዱኝ አስቀድሜ ምስጋናዬን መግሇጽ እፇሌጋሇሁ።

ተጨማሪ ማብራሪያ ወይም መጠየቅ የሚፇሇጉት ካሇ በሚከተሇው አድራሻ መጠየቅ የችሊለ፡፡

ተንቀሳቃሽ ስሌክ :0944-13-39-44

ኢሜይሌ፡[email protected]

እንዳሇ ጥሊሁን

ከምስጋና ጋር

መመሪያዎች

እባክዎ በቀረበው መሰረት በተገቢው ሳጥኖች ውስጥ(√) ምሌክት ያድርጉ

ክፍሌ ሀ ፡ የመሊሾች አጠቃሊይ መገሇጫ

61 | P a g e
1. ፆታ ወንድ ሴት

2. የዕድሜ ክሌሌ 20 -30 A 31-40 41 - 50 >50

3. የትምህርት ደረጃ

ዲፕልማ ዲግሪ

ሁሇተኛ ደረጃ ድህረ ምረቃ

ከዚያ በሊይ

ላሊ፣ ካሇ እባክዎን ይግሇጹ _____________ _

4. የአሞላ-ሞባይሌ የባንክ አገሌግልት ተመዝጋቢ ነዎት?

አዎ አይደሇም

አይደሇም ከሆነ; ሇምን? _________________________________________________

5. የሞባይሌ ባንኪንግ አገሌግልቶችን በብዛት እየተጠቀሙ ነው?

አዎ አይደሇም አይደሇም ከሆነ; ሇምን? _________________________________________________

6) አሞላ ሞባይሌ ባንኪንግ የሚጠቀሙ ከሆነ የትኛውን ግብይት በብዛት ይጠቀማለ?

የአየር ጊዜ መሙሊት የገንዘብ ዝውውር የሂሳብ(ቢሌ)ክፍያ የእቃዎች ግዢ

ሇሁለም ዓሊማ ላልች ካለ። እባክዎን ይግሇጹ

ክፍሌ ሇ ፡ የሞባይሌ ባንኪንግ ሌምምድ እና ተግዳሮቶች ሊይ ተጽእኖ የሚያሳድሩ ምክንያቶች በሚከተለት መግሇጫዎች
ከ1 እስከ 5 ባሇው ሚዛን የስምምነትዎን ደረጃ ወይም አሇመስማማትዎን ደረጃ ሇማመሌከት በቀረበው መሰረት (√) አግባብ
ባሇው ሳጥን ሊይ ምሌክት ያድርጉ። 1 = በጣም አሌስማማም ፣ 2 = አሌስማማም ፣ 3 = ገሇሌተኛ ፣ 4 = እስማማሇሁ ፣ 5 =
በደንብ እስማማሇሁ ።

62 | P a g e
 ጥያቄዎች በጣም በደንብ
አሌስማማም አሌስማማም ገሇሌተኛ እስማማሇሁ እስማማሇሁ
1) አሞላ የሞባይሌ ባንኪንግ የመጠቀም ሌምድ (የአጠቃቀም ቀሊሌነት እና ጠቃሚነት )
አሞላ የሞባይሌ ባንኪንግ አገሌግልት ውስብስብ ስሊሌሆነ እሱን
እንዴት መጠቀም እንዳሇብኝ ሇማወቅ ጊዜ አይወስድብኝም። ስሇዚህ
ቀሊሌ ነው፡
አሞላ ሞባይሌ ባንኪንግ መጠቀም ሇእኔ ስሇሚመቸኝ እና በጣም ቀሊሌ
ስሇሆነ የባንክ ግብይቶቼን በፍጥነት እንድፇጽም አስችልኛሌ።
አሞላ ሞባይሌ ባንኪንግ እንደ ኤቲኤም ካለ ላልች የዲጂታሌ
ባንኪንግ አማራጮች የበሇጠ ተደራሽ እና ብዙ ጊዜ የማይወስድ ስሇሆነ
ባንክን ከመጎብኘት የበሇጠ ፇጣን ነው።
አሞላ ሞባይሌ ባንኪንግን በመጠቀም ገንዘቤን በፇሇኩበት ጊዜ
ሇፇሌኩት አሊማ ማዋሌ እችሊሇሁ።
አሞላ የሞባይሌ ባንክን መጠቀም መማር ቀሊሌ ይሆናሌ ብዬ አስባሇሁ።
በአጠቃሊይ፣ አሞላ ሞባይሌ ባንኪንግ መጠቀም ጠቃሚ ነው ብዬ
አስባሇሁ።

አመኔታ
ዳሽን ባንክ ታማኝ እና አሞላ የሞባይሌ ባንኪንግ አገሌግልትን
በብቃት ሉሰጥ ይችሊሌ ብዬ አምናሇሁ።

አሞላ የሞባይሌ ባንኪንግ አገሌግልት በትክክሌ ይሰራሌ እና ክፍያዎችን

በትክክሌ ይፇፅማሌ።

አሞላ ሞባይሌ ባንኪንግ አስተማማኝ ነው ስሇዚህ የግብይት ዝርዝሬ

በማንኛውም ጊዜ ሇሶስተኛ ወገን ሉወጣ ይችሊሌ ብዬ አሌፇራም።
የአሞላ ሞባይሌ ባንኪንግ ተጠቃሚ ሆኜ ስሌኬ ቢጠፋ፣ ወዲያውኑ
ሪፖርት እስካደረኩ ድረስ ገንዘቤን ስሇማሊጣ አሌጨነቅም።
ዳሽን ባንክ የአሞላ የሞባይሌ ባንኪንግ አገሌግልትን ሲያቀርብ
የተሻሇውን አገሇግልት ሇማቅረብ የገባውን ቃሌ ሁሌ ጊዜ
እንደሚጠብቅ እርግጠኛ ነኝ።

ዳሸን ባንክ የደንበኞችን ችግር በቅንነት እንደሚፇታ አምናሇሁ።

63 | P a g e
 ጥያቄዎች በጣም በደንብ
አሌስማማም አሌስማማ ገሇሌተኛ እስማማሇሁ እስማማሇሁ
ም
ስጋት

የአሞላ ሞባይሌ ባንኪንግ አገሌግልቶችን ስጠቀም አንድ ሰው የግሌ

መረጃዬን አሊግባብ ይጠቀማሌ ብዬ አሊስብም።

በሞባይሌ ባንክ ግብይት በምፇፅምበት ጊዜ ገንዘቤን የማጣው

አይመስሇኝም። በትክክሌ ከሂሳቤ ተቀነሶ ክፍያ ይፇፅምሌኛሌ)

አሞላ ሞባይሌ ባንኪንግ በመጠቀሜ ደህንነት ይሰማኛሌ፣ ምክንያቱም

ሰዎች የእኔን መሇያ ማወቅ አይችለም ብዬ አስባሇሁ።

በሞባይሌ ባንኪንግ ሊይ የግሌ መረጃን በባንክ ባሇሙያ በምጠየቅበት

ግዜ ጊዜ ሙለ በሙለ ደህንነት ይሰማኛሌ ።(የባንክ ባሇሙያው
መረጃዬን አሊግባብ የጠቀምበታሌ ብዬ አሌሰጋም)

ወጪ
በስርአት ወይም በኔትወርክ ብሌሽት ምክንያት የግብይት ስህተት
ሲከሰት ከባንክ ወዲያውኑ ገንዘብ ተመሊሽ ማግኘት እችሊሇሁ።
አሞላ ሞባይሌ ባንኪንግ ሁለንም አገሌግልቶች በእጄ እንዳገኝ
ስሇሚያስችሇኝ የግብይት ወጪን ይቆጥብሌኛሌ።

አሞላ ሞባይሌ ባንኪንግ ሇእኔ አስፇሊጊ ነው ምክንያቱም ከግብይት

ተመሊሽ ገንዘብ ስሇሚሰጠኝ የግብይት ወጪን ስሇሚቀንስ እና
እንድጠቀምበት ያበረታታኛሌ
የዳሸን ባንክ አሞላ ሞባይሌ ባንኪንግ ደንበኞች የባንክ አገሌግልት
የሚያገኙበት መንገድ ርካሽ መንገድ ነው።(የአገሌግልት ክፍያ
አይጠይቅም)
መሠረተ ሌማት
የዳሽን ባንክ አሞላ የሞባይሌ ባንኪንግ አገሌግልት ውስን በሆነ
ኔትዎርክ ውስጥም ቢሆንም ጥሩ አፇጻጸም አሇው።
በተደጋጋሚ የኔትዎርክ መቆራረጥ አሞላ የሞባይሌ ባንክን ከመጠቀም
አያግደኝም።
የሞባይሌ ባንኪንግ አገሌግልት ሇመጠቀም አሁን ያሇው የአገሪቱ
የመሰረተ ሌማት ግንባታ በቂ ነው ብዬ አምናሇሁ።

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የሞባይሌ ባንኪንግ አገሌግልትን በመተግበር ሊይ ያጋጠሙ ተግዳሮቶች፡- ባንኩ አሞላ ሞባይሌ -ባንኪንግ አገሌግልቶችን በመተግበር ረገድ የሚከተለት
ተግዳሮቶች እንደሚገጥሙት ይስማማለ? ቁሌፍ፡ 5 - ሁሌ ጊዜ፣ 4- አብዛኝውን ጊዜ፣ 3- አንዳንድ ጊዜ፣ 2 - አሌፎ አሌፎ 1 – በጭራሽ
ጥያቄዎች አሌፎ አንዳንዴ አብዛኛውን
በጭራሽ አሌፎ ጊዜ ሁሌ ግዜ
የአሞላ ሞባይሌባንኪንግ ተግዳሮቶች
የአሞላ ሞባይሌ ባንኪንግ ሲስተም መቆራረጥ እና የማቀናበር ስህተት
ይፇጠራሌ፡፡
አሞላን እየተጠቀሙ ሳሇ በኔትዎርክ ብሌሽት ወይም በላሊ ችግር ምክንያት
ስርዓቱ ከተቋረጠ ያስገባሁት መረጃ/ዳታ/ ይጠፋሌ ብሇው ያውቃለ?
የዳሽን ባንክን አሞላ ሞባይሌ ባንኪንግ ሲጠቀሙ ከማያውቁት አድራሻ/ምንጭ
የማጭበርበር ሙከራ አጋጥሞዎት ያውቃሌ?
የዳሸን ባንክ አሞላ ሞባይሌ ባንኪንግ የተሻሇ አፇጻጸም እና አስተማማኝነት
ሁሌጊዜ ያቀርባሌ።
ሰዎች የኔን ሂሳብ/አካውንት የጠቀሙበታሌ ብዬ ስሇማስብ የሞባይሌ ባንኪንግ
መጠቀም እፇራሇሁ
ክፍሌ ሐ ፡ አሞላ ሞባይሌ ባንኪንግ በመጠቀም የእርካታ ደረጃ

ጥያቄዎች ሁሌ ግዜ ሁሌ ግዜ ሁሌ ግዜ ሁሌግዜ ሁሌ ግዜ
በጣም መጥፎ መጥፎ አማካኝ ጥሩ በጣም ጥሩ
(1) (2) (3) (4) (5)
የሞባይሌ ባንኪንግ ድጋፍ ማእክሌ(የጥሪ ማእከሌ) አገሌገልት

ምሊሽ፡ የዳሸን ባንክ የሞባይሌ ባንኪንግ የድጋፍ ማእከሌ(የጥሪ

ማእከሌ)አገሇግልት ሰጪ ሰራተኞች ምሊሽ እንዴት ይገመግሙታሌ
ትህትና፡ የዳሸን ባንክ የሞባይሌ ባንኪንግ የድጋፍ ማእከሌ(የጥሪ
ማእከሌ)አገሇግልት ሰጪ ሰራተኞች ሲያስተናግዱ ጨዋነታቸውን
እና ደንበኛ አክባሪነታቸውን እንዴት ይገመግሙታሌ

መተሳሰብ ፡የዳሸን ባንክ የሞባይሌ ባንኪንግ የድጋፍ ማእከሌ(የጥሪ

ማእከሌ)አገሇግልት ሰጪ ሰራተኞች ሲያስተናግዱ የደንበኛን
እንክብካቤ እንዴት ይገመግሙታሌ

በአጠቃሊይ በዳሸን ባንክ አሞላ ሞባይሌ ባንኪንግ አገሌግልት

ረክቻሇሁ

አሞላ ሞባይሌ ባንኪንግ አገሇግልት እንደ ኤቲኤም፣ፖስ ካለ

አዎ አይወስድብኝም
የኤላክትሮኒክስ የባንክ አገሌግልት የበሇጠ ውስብስብ ስሇሆነ
አጠቃቅሙን ሇማወቅ ብዙግዜ ይወስድብኛሌ፡፡

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