Mobile Banking Service Use: Exploring the Drivers for Consumer Satisfaction in People's Bank of Zanzibar, Tanzania
Keywords:
Consumer, Mobile Banking, Pembaa, SatisfactionAbstract
This study explored the drivers for consumer satisfaction with mobile banking services in the Peoples’ Bank of Zanzibar (PBZ). The study was done in Chachani ward of Chake Chake district in Pemba, Tanzania. The study employed a cross-sectional research design. Stratified sampling techniques were used to obtain 192 PBZ mobile banking customers and a purposive sampling technique was employed to pick key informants. Data were collected through interviews, key informant interviews, and documentary review Data analysis was done through SPSS on Chi-square, path analysis, logistic regression analysis, and factor analysis. Results indicated that gender (46.9% of satisfaction for male), age (26-33 years had the highest satisfaction with 40.6%), and education (56.3% of university-educated respondents reported being satisfied) with mobile banking services at PBZ. Path analysis indicated that security (β=0.353), service speed (β=0.251), and customer perception (β=0.304) had strong positive impacts on satisfaction levels. Regression results indicated that customers' income, smartphone ownership, and service reliability were predictors of customer satisfaction. The model fit for the factor analysis regarding customer satisfaction with mobile banking services is robust, evidenced by the non-significant Chi-square (p = 0.063). The study concludes that demographic characteristics, income, smartphone ownership emphasized by service reliability and speed are vital for customer satisfaction. It is recommended that PBZ should improve the reliability and speed of their services by investing in strong infrastructure and minimizing downtime, strengthening security measures, and investing in customer education for appropriate mobile banking service use.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.