Abstract
The study was commissioned to investigate the complex behavioral dispositions of the mobile money service industry in Ghana, and its associated operational challenges. To achieve this, the views of 417, participants were sampled via a structured survey instrument. Tosmana and AMOS Graphics were used to analyze the sample data. The findings of the study demonstrate that the behavioral dispositions of mobile money clientele can be explained through twelve complex solutions. The six-factor model of the study constructs produced an overall solution coverage of 0.94, and an overall solution consistency of 0.80. Furthermore, the AVE and Cronbach’s alpha statistics of the study constructs were found to be above the recommended threshold of > 0.5 and ≥ 0.7, respectively. Moreover, cyber fraud, risky service landscape, poor network, insufficient electronic funds, unforgiven competition, and low financial literacy were identified as the main challenges bedeviling the mobile money industry. It is therefore, recommended that mobile money service providers as a matter of urgency must devise strategies to arrest these challenges in order to heighten service quality in the industry. Again, to ensure market leadership within the mobile money service industry, managers must develop varied product offerings to meet customers’ expectation in each stratum of the twelve complex solutions as enshrined in the findings of the study.
 Citation: Ampaw, M. E., Adu-Sackey, A., Baffoe, S., Frempong, J., Nbolen, M. N. A. and Azaare, J. (2021). More than one road goes to Rome: Understanding the complex behavioral solutions of mobile money clientele from the lens of fsQCA. International Journal of Technology and Management Research (IJTMR), Vol. 6 (2): Pp.1－20.
 Received: January 3, 2021Accepted: September 1, 2021
Highlights
1.0 Introduction The ecosystem of the global financial service landscape has been shaped vastly in recent years through unparalleled access to mobile phone devices worldwide. Both anecdotal details and existential evidence collaboratively espouse that the remarkable penetration of mobile phone devices, especially, in sub-Saharan Africa (SSA) has markedly dwarfed the century years problem of disproportional accessibility to financial service (GSMA, 2017)
It is estimated that 66%, of the population in the subregion do not have access to traditional banking services accounts
Other empirical sources link the problem of poor accessibility to formal banking services in Africa to underdeveloped financial service landscape (Ghana Banking Survey, 2014; Demirguc-Kunt, Klapper, Singer, Ansar, & Hess, 2018)
Summary
Configurations of brand equity, satisfaction, security, brand trust, and perceived quality which lead to MMS subscribers’ high behavioral intentions towards service providers The results in Table 3, reveals that there are twelve (12) complex solutions which define MMS subscribers’ behavioral outcomes. Configurations of brand equity, satisfaction, security, brand trust, and perceived quality which lead to MMS subscribers’ high behavioral intentions towards service providers The results, reveals that there are twelve (12) complex solutions which define MMS subscribers’ behavioral outcomes. Solution 3, on the other hand shows that MMS subscribers’ high intentions towards service providers can be achieved when brand trust (BRT), brand equity (BRE) and security (SEC) are combined. Solution 5 demonstrates that, a combination of satisfaction (SAT), brand trust (BRT), brand equity (BRE) and perceived quality (PEQ) will result in subscribers’ high intentions to participate in MMS. This is consistent with the prior studies by Gwahula (2016) and Melanthieus (2006). The twelve complex solutions suggest that a considerable number of MMS subscribers (17% -55%) have high intention to participate in MMS (Table 3)
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