| Abstract: | This thesis explores the key factors influencing customer adaptation of mobile banking services at
Awash Bank, specifically focusing on the Goffa Gebriel branch in Addis Ababa, Ethiopia. The
rapid advancement in digital banking, particularly mobile banking, presents a transformative
opportunity for financial institutions, making it essential to understand the drivers and barriers
that affect customer adoption. The research employs a quantitative approach, utilizing a survey of
384 bank customers to gather data on their experiences and perceptions regarding mobile
banking. The study examines various determinants of mobile banking adoption, including
awareness, convenience, security, users’ experiences, and demographic factors such as age,
income, and marital status. The study highlights the importance of effective communication and
customer education in increasing adoption rates. Recommendations include developing robust
marketing strategies that emphasize the security measures and benefits of mobile banking services.
Continual improvements in service offerings, alongside initiatives to enhance user trust and
minimize perceived risks, are crucial for the successful implementation and growth of mobile
banking. |
