Factors Influencing the Adoption of Mobile Money Transfer Strategy in Telecommunication Industry in Kenya: A Case of Safaricom–Kenya Ltd.

Abstract

Recent innovations in the telecommunication have proven to be a boom for the banking sector and its customers: one of these is Mobile Banking, where customers interact with the bank via mobile phones and banks provide them the services like short message services, fund transfers. Mobile technology remains the most dominant aspect which continues to foster growth in the way humans do business and work. The spread of mobile phones across the developing world is one of the most remarkable technology stories of the past decade. This research study was carried out at Safaricom limited in Kenya. It was aimed atexamining the factors influencing the adoption of mobile money transfer strategy in telecommunication industry in Kenya. The specific objectives of the study was to determine how consumer behavior, resourceavailability, technology and user attitudes influences the adoption of mobile money transfer strategy in telecommunication industry in Kenya. The researcher used descriptive research design with target population of 262 respondents and sample of 156 respondents which was be arrived by use of stratified random sampling method. The researcher used primary and secondary data. Primary data wascollected by use of a questionnaire.Thereafter the researcher analyzed data by use of qualitative and quantitative method.A total of 156 questionnaires were sent to various respondents within Safaricom, with 124 returned. Only 118 were usable giving a 75.6% response rate that was adequate. 80% agreed that consumer behavior influences adoption, while 89.8% agreed that resource availability did. A further 86.4% agreed that technology had an influence with 79.6% agreeing that user attitude had an influence. Multi-collinearity and normality test performed assured that the data was consistent and therefore reliable. Regression analysis performed indicated that the factors in study contributed 76.4% to adoption of mobile money adoption strategy. Further research is proposed to determine other factors that influence adoption of mobile money transfer strategy.