Title page for ETD etd-05152011-103542

Document Type Master's Dissertation
Author Masinge, Khumbula
Email masingek@mweb.co.za
URN etd-05152011-103542
Document Title Factors influencing the adoption of mobile banking services at the Bottom of the Pyramid in South Africa
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Dr T Ismail Supervisor
  • Bottom of the Pyramid (BOP)
  • perceived cost
  • trust
  • perceived risks
  • adoption of mobile banking
Date 2010-11-10
Availability unrestricted

With the convergence of banking services and mobile technologies, users are able to conduct banking services at any place and at any time through mobile banking (Gu, Lee & Suh, 2009). This research examines the factors influencing the adoption of mobile banking by the Bottom of the Pyramid (BOP) in South Africa, with a special focus on trust, perceived cost and perceived risk including the facets of perceived risks: performance risk, security/privacy risk, time risk, social risk and financial risk. The research model includes the original variables of extended technology acceptance model (TAM2) (Venkatesh & Davis, 2000).

Data from this study was collected through a physical hardcopy survey in townships around Gauteng. The research has found that customers in the BOP will consider adopting mobile banking as long as it is perceived to be useful and perceived to be easy to use. But the most critical factor for the customer is cost; the service should be affordable. Furthermore, the mobile banking service providers, both the banks and mobile network providers, should be trusted. Trust was found to be significantly negatively correlated to perceived risk. Thus, trust plays a role in risk mitigation and in enhancing customer loyalty.

Copyright 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Masinge, K 2010, Factors influencing the adoption of mobile banking services at the Bottom of the Pyramid in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05152011-103542/>


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