Mobile Banking App as a Medium of Engagement for Customers in a Developing Country

Abstract

Banking hall congestion in Nigeria persists in affecting banking customers. Besides, there are limited models used in the existing studies for mobile banking app use prediction. This problem creates a wide disparity in mobile banking apps between developed and developing economies and requires mobile banking app intervention in developing nations. We used a quantitative research method to lay the foundation for the study’s replicability. During this study, we collected data using a questionnaire. The questionnaire consisted of demography and Likert scale questions which contained 5–7 response options. To achieve this research’s objectives, we focused on Nigerian banking customers irrespective of Nigeria’s region or location. The study considered banking customers that are using mobile apps for daily transactions. The data was analyzed using Structural Equation Modelling and multigroup analysis techniques with SmartPLS (v. 3.2.9). After the data cleansing, we followed a three-step approach to analyze the data. This study confirms the factors that are responsible for the use and continual use of mobile banking app as trusting factors and relaxation and how comparison of male and female users of mobile banking app shows dissimilarity of the perceptions of the factors that make the use and continual use of mobile banking app possible. It shows variation in the perception of mobile banking app user’s education levels and establishes how education levels affect the use and continual use of mobile banking app through the agency of trusting factors and relaxation. Also, it established a complementary mediation of Tension Free and how tension free moderates and strengthens the relationship of privacy and app continuous use. It integrates and extends the theory of trust with mediation and moderation. The mobile commerce managers in banking and other related areas can use these discoveries to inform their operations and marketing strategies on online banking based on these research results as they put the spotlight on a tension-free for customers to continue to use a mobile application. Additionally, managers should integrate tension-free, which is associated with the degree of trust, security, and privacy, which is also impacted by the end user’s education level.