The effect of communication channel on mobile banking adoption in Yaounde I Municipality, Cameroon

Tchatat Bili Samuel  Kezeta; Efeutlancha Angelus Forji

doi:10.23960/ijebe.v9i1.448

Tchatat Bili Samuel Kezeta University of Bamenda
Angelus University of Bamenda

DOI: https://doi.org/10.23960/ijebe.v9i1.448

Abstract

Purpose: The main aim of the study was to examine the effect of communication channels on mobile banking adoption in Yaounde I Municipality, Cameroon. Methods: The study adopted a quantitative research design, the main source of data was primary data, the questionnaires was main data instrument collection, target population was customers of financial institution, sample size was 150 customers selected to participted using convenient sampling technique, the estimation technique was ordinary least square (OLS). Result: The finding revealed that mass media has a positive and statistically significant effect on mobile money adoption (β=0.1403751, P=0.020), this implies that there is likelihood that an increase in the exposure to mass media campaigns. The finding also shows that, SMS notification has a positive and significant effect on the adoption mobile banking and the result was statistically significant at 1% level of significance, and SMS notification emerges as the most influential variable (β=0. 5398391, P=0.000). The finding further revealed that, word of mouth had a negative and significant impact (β = -0.1255, p = 0.019) revealing that informal communication discourage use, perhaps through the dissemination of unfavourable attitudes or disinformation. Conclusion and recommendations: To concur, the substantial positive and very significant association of SMS shows that the timely, direct and targeted communication has considerable effect on the customer behaviour. The findings indicate that financial institutions should pay attention to the SMS-based communication techniques because of their substantial role in adoption. The study recommends that, to counteract the negative effects of word-of-mouth, institutions can also proactively monitor and manage customer experience by improving service quality and addressing customer issues in a timely manner

Keywords: Communication Channel, Mobile Banking Adoptioon, Yaounde I Municipality, Cameroon.

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