Factors Influencing Adoption of Mobile Banking Services in Bangladesh in Post-COVID-19 Context

Md. Rakibul Hafiz Khan Rakib

Assistant Professor, Department of Marketing, Begum Rokeya University

Khulna University Business Review – A Journal of Business Administration Discipline, Khulna University, BD
Volume 18, Number 1, January to December 2023, Pages 1-16
DOI: 10.35649/KUBR.2023.18.1.4
Published: May 2024
Published Online:
May 2024

Purpose: This study presents a brief scenario of the current state of mobile banking services adoption in Bangladesh by identifying the factors that affect customers’ adoption of mobile banking services in the post-COVID-19 pandemic context.
Design/Methodology/Approach: This study applied a mixed-method approach, where a quantitative survey followed a qualitative study to develop the conceptual framework. Using a convenience sampling method, a structured questionnaire was used to collect data from 250 respondents regarding mobile banking services adoption in Rangpur, Bangladesh. Multiple regressions were used to test the hypothesized relationships.
Findings: Findings revealed that perceived usefulness, perceived trust, social distancing, and social influence significantly influence mobile banking services adoption in the COVID-19 context.
Implications: The government is planning to spread government’s disbursement of numerous social security aids, grants, and allowances through mobile banking to transact all sorts of money to build up a smart Bangladesh by 2040. Hence, this study has implications for the government and mobile banking service providers.
Originality/Value: The researcher extends theoretical reasoning from TAM and UTAUT by adding social distancing from the COVID-19 perspective in the Bangladesh context for the first time.