Mobile Banking Services Adoption: insight from brand name perspectives based on UTAUT2 model

Abstract

Mobile banking services give the opportunity to the customers to operate banking services through their mobile phones, tabs, and notepad. To attract the new customer and retain the existing customer's mobile banking can play an important role in the development of the financial sectors as well as in Bangladesh. Here we proposed a model for understanding the importance of the brand name to adopt mobile banking services in Bangladesh applying the extended unified theory of acceptance and use of technology (UTAUT2) (Venkatesh, Thong and Xu, 2012) model. In this study, data have been collected by questionnaire survey and analysis by structure equation modelling (SEM) with PLS (Partial Least Squared). This research revealed that brand name to be found the most important antecedents of behavior intention, usages behavior, effort expectancy, performance expectancy. The findings of the model have the significant relationship to predict the impact of the brand name on mobile banking services adoption of Bangladesh.