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Key success factors of mobile banking adoption for rural banks: a case study at BPRKS

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The purpose of this research is to study and analyze the factors that influencing mobile banking adoption of a biggest indonesian rural bank named bprks. In order to identify those influencing factors, an extended unified theory of acceptance and use of technology approach is applied to the research model. Hence, the relationship between each factors are analyzed using structural equation model (sem). From the research to 115 respondents, performance expectancy is found as the strongest factor for the adoption(47%), continued by additional service to be added (39%), effort efficiency (30%), facilitating condition (27%), and social influence (7%). Some week points from customer side are also identified from the analysis of survey research, especially from social influence of the customer. As the conclusions, the main key success factors for mobile banking adoption to bprks are: 1. educating the market of bprks mobile banking, 2. optimizing the features of bprks mobile banking. Some recommendations are given to emphasize the role of bprks mobile banking as supporting function for the successful and continuity of bprks business in the future.

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Availability

M00238

(wh)

Available

Detail Information

Series Title

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Call Number

238

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Edition

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Subject(s)

MBA

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