Exploring the determinants of cell phone banking adoption in Botswana

Abstract

The adoption of cell phone banking is one of the innovative ways for improving competitive advantage and ensuring customer satisfaction in the banking industry. The current study investigated factors that influence the adoption of cell phone banking in Botswana, a context that has not been investigated before. In particular, a convenience sample of 200 bank customers was targeted using a self-administered structured questionnaire. Findings reflected that adoption of cell phone banking in Botswana is significantly and positively influenced by perceived usefulness, perceived ease of use, and amount of information received. Perceived risk had a significant and negative effect on cell phone adoption. However, on the contrary, respondents are likely to adopt cell phone banking even if they do not have to try it first. Results of the current study demonstrate that it is important for banks to provide more information about cell phone banking. Marketing communication programmes need to emphasize the usefulness, ease of use of cell phone banking as well as security issues.