Dissertation Submitted in Partial Fulfilment of the Requirement for Award of the Degree of Master of Business in Corporate Management of Mzumbe University
This research report assesses mobile banking service use in Dar es salaam, Tanzania. There is a plethora of literature available on various online banking services and mobile banking. However, the literature on mobile banking services use in case of Tanzania is limited to a few, which justifies the need to carry out this research.
In line with existing literature, the research applies theoretical frameworks which have been developed from existing literatures on innovation of adoption to collect the responses from 120 users and non-users of mobile banking services in Dar es salaam, Tanzania. Each respondent provided answer for various dimensions of the questionnaire to identify trends in growth of using mobile banking service, factors encouraging use of mobile banking service, quality of mobile banking service and critical issues in successful promotion of mobile banking service. The results of these findings reveal that each factor has some level of significance effect on consumer intention to use mobile banking service in Tanzania. All these factors, if well managed by the banks could create more opportunities for banks to gain more market shares and invariable increase customer satisfaction.
The major setbacks of the banking industry towards the on mobile banking service use in Tanzania are low security and high cost, as a result of this, some Tanzanian have formed a negative behavioural pattern towards mobile banking service. In addition, the findings show that, low security and high cost have a stronger effect on consumer on mobile banking service use than and ease of use. - It is, therefore, recommended that banks in Tanzania should create more awareness through personal interaction with customers, develop quality initiatives in order to build customer confidence and equally, banks should also review the cost of mobile banking service in Tanzania.