| dc.description.abstract | Mobile banking, as a channel, is offering many benefits for customers and their banks.
The internet has been speeding up development of technology in a lot of sectors in the
corporate world as well as the banking industry. Despite the advantages the internet
offers, most banks face the setback of minimum mobile banking adoption, particularly
in Kenya. The study examined the adoption of mobile banking among customers of
Absa bank in Kakamega Branch. The following objectives aided the study: to determine
the communication strategies employed by Absa bank to convince their customers to
take up mobile banking, to assess the relationship between the bank’s communication
strategy and the customers’ mobile banking adoption and to examine factors
influencing customer perception towards mobile banking adoption. This study was
underpinned by three theories, namely: Technology Acceptance Model (TAM),
Diffusion of Innovations Theory and Theory of Reasoned Action. The study employed
a mixed method research approach which utilized both qualitative and quantitative
methods of data collection and analysis. The tools used in the study were an interview
schedule and a questionnaire. A target population of the study was 3000 customers and
17 staff members from whom the sample of 341 respondents among the bank customers
all 17 staff members were selected. Simple stratified random sampling and purposive
sampling were applied in selecting customers and staff members for the study
respectively. Quantitative data collected was analyzed using descriptive statistics and
presented in form of tables, graphs and charts. The qualitative statistics were analyzed
thematically. The findings of this study revealed that good communication strategies
influenced mobile banking platform by enhancing the good corporate relationship with
customers through social media at 71.8%, mass media communication at 68.9% and
word of mouth rated at 84.4%. The study concludes that mobile banking services
positively and significantly influences the development of the financial sector in Kenya
The study recommended creating awareness and elevating customers’ attitude by
making the mobile banking platform affordable, easy and accessible to customers of all
segments, easing the customers into the technology rather than forcing it on them while
being innovative to stay competitive in the current market. | en_US |
