Consumers Attitudes Towards Mobile Banking In Bangladesh
Consumers’ Attitudes towards Mobile Banking in Bangladesh
Mohammad Majedul Islam1 and Md. Enayet Hossain2
1 – Lecturer, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh majedul@ru.ac.bd 2 – Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh mehossain@yahoo.com banking. The sample size was not necessarily representative of the Bangladeshi population
ABSTRACT
as a whole as it ignored large rural population.
The aim of this study is to investigate the
This study identified two additional factors i.e.
factors influencing the consumer acceptance of
infrastructural facility and customer service
mobile
relevant to mobile banking that were absent in
banking
in
Bangladesh.
The
demographic, attitudinal, and behavioural
previous
characteristics of mobile bank users were
concerns of and benefits sought by the
examined. 292 respondents from seven major
consumers, marketers can create positive
mobile financial service users of different
attractions
mobile network operators participated in the
regulations for the expansion of mobile
consumer survey. Infrastructural facility, self-
banking services in Bangladesh. This study
control, social influence, perceived risk, ease
offers an insight into mobile banking in
of
Bangladesh
use, need for interaction, perceived
usefulness, and customer service were found
researches.
and
By
policy
focusing
addressing
makers
influencing
can
the
set
factors,
which has not previously been investigated.
to influence consumer attitudes towards mobile banking services. The infrastructural facility of updated user friendly technology and its availability was found to be the most important factor that motivated consumers’ attitudes in
Bangladesh
towards
mobile
KEYWORDS
Mobile Phone, Mobile Banking, Consumer
Attitude, Influencing Factors, and Bangladesh
Paper type Research paper
1. INTRODUCTION
Mobile banking is a system that allows customers of mobile
Mohammad Majedul Islam1 and Md. Enayet Hossain2
1 – Lecturer, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh majedul@ru.ac.bd 2 – Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh mehossain@yahoo.com banking. The sample size was not necessarily representative of the Bangladeshi population
ABSTRACT
as a whole as it ignored large rural population.
The aim of this study is to investigate the
This study identified two additional factors i.e.
factors influencing the consumer acceptance of
infrastructural facility and customer service
mobile
relevant to mobile banking that were absent in
banking
in
Bangladesh.
The
demographic, attitudinal, and behavioural
previous
characteristics of mobile bank users were
concerns of and benefits sought by the
examined. 292 respondents from seven major
consumers, marketers can create positive
mobile financial service users of different
attractions
mobile network operators participated in the
regulations for the expansion of mobile
consumer survey. Infrastructural facility, self-
banking services in Bangladesh. This study
control, social influence, perceived risk, ease
offers an insight into mobile banking in
of
Bangladesh
use, need for interaction, perceived
usefulness, and customer service were found
researches.
and
By
policy
focusing
addressing
makers
influencing
can
the
set
factors,
which has not previously been investigated.
to influence consumer attitudes towards mobile banking services. The infrastructural facility of updated user friendly technology and its availability was found to be the most important factor that motivated consumers’ attitudes in
Bangladesh
towards
mobile
KEYWORDS
Mobile Phone, Mobile Banking, Consumer
Attitude, Influencing Factors, and Bangladesh
Paper type Research paper
1. INTRODUCTION
Mobile banking is a system that allows customers of mobile