ASSESSING OPPORTUNITIES AND CHALLENGES OF OPERATING CBE- BIRR MOBILE MONEY

Abstract

The objective of this study is to assess the opportunities and challenges of operating CBE – BIRR Mobile money service. The research has been analyzed through both descriptive and explanatory form of research design to provide solutions to the research problems. Stratified sampling method is used to draw the sampled branches and then a convenience sampling method is used to distribute the questionnaire to the respondents. This study used quantitative research approach and also both primary and secondary data sources are used for this study and then both descriptive and inferential statistics have been used to find mean, standard deviation, regression and correlation. The data are analyzed by using SPSS version25package using this the correlation analysis results shows that all the four dimensions of CBE Birr mobile money service have a strong positive relationship with behavioral intention from this the highest relationship is found between perceived ease of use and behavioral intention and the lowest relationship exists between perceived usefulness and behavioral intention. The findings of multiple regressions identify the relative contribution of each variable and determine the best predictor variables among a set of variables. Finally, the means value for overall respondents’ behavioral intention to use CBE Birr mobile money is low which shows that there is a big gap between what it should be and what it actually is. Based on the findings, the study recommends that the CBE management should investigate the main reason of unsatisfied customers and intentioned customers to use CBE Birr mobile money and also should be taken corrective measure accordingly.