Analysis of the Key Success Factors of the Adoption of Digital Banking (PDF)

Master's Thesis from the year 2015 in the subject Business economics - Banking, Stock Exchanges, Insurance, Accounting, grade: Distinction, , course: Commonwealth Executive Master of Business Administration., language: English, abstract: Data Innovation is gradually changing the banking industry around the world. Digital banking offers banks new opportunities and challenges. This paper gives a comprehension of how demographic characteristics, social components and consumer perception and attitudes towards digital banking influence its adoption. Digital banking has been developed in order to enable consumers to gain a greater share in the banking market. In Mauritius, there is little awareness about the emergence of digital banking despite the fact that this service is presently representing an important share in the banking market. This is because digital banking is a new industry here, and therefore, consumer acceptance and use of digital banking is still limited. To date, very little research has been conducted into factors which influence consumer adoption of digital banking in Mauritius, and so, therefore, there is a need for a study such as this.

A research framework in light of the diffusion of innovation theory was utilized to identify elements that would impact the adoption of digital banking. This report has evaluated current literature and conclusions about this innovation banking technology. It has likewise reviewed the elements, including consumer demographic characteristic, consumer perceptions towards digital banking and social impacts that influence consumer adoption of this mode of banking.

This study additionally clarifies the strategy utilized as a part of conducting a survey of 25 questions with 185 respondents to acquire primary data for this study. Analysis of these outcomes was made with charts and figures to determine to what extent the factors studied, influence consumer adoption of digital banking. The hypotheses of this research were tested with chi-square tests.