MOBILE BANKING SERVICES ADOPTION: INSIGHT FROM BRAND NAMEPERSPECTIVES 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, &
Xu, 2012) model. In this study, data have been collected by questionnaire survey and analysed
by structure equation modelling (SEM) with PLS (Partial least Squared). This research
revealed that brand name to be found the most important antecedents of behaviour intention,
usages behaviour, 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.