The Factors Influencing Customer Usage of Mobile Banking Services in Jordan

This current study seeks to determine the factors that affect the acceptance of the use of mobile banking services from the viewpoint of customers. These factors are divided into two groups in terms of their impact; the first represents the motivating factors that drive customers to use mobile banking services, it includes five factors: (Assurance, ease of use, communication, speed of transaction, pursuance), the second are the factors impeding the use of mobile banking services, which represent obstacles that prevent the use of mobile banking services, it also includes five factors: (Personal desires, knowledge, habit, resistance to innovations, experience). A study model has been designed, containing the (motivating and impeding) factors, in addition to intention, attitude, perceived usefulness, and finally the usage of mobile banking. Consequently, the study model is made up of six dimensions with six developed hypotheses one per each corresponding dimension, with the exception of the sixth hypothesis which has been divided into two sub- hypotheses. Six hypotheses were developed based on the dimensions of the study as well as the relevant literature. In addition, a seventh hypothesis was added to measure the correlation between the different constraints of the study model. In order to collect the data required for examining the hypotheses and reaching conclusions, a questionnaire, consisting of (19) questions covering the dimensions and hypothesis of the study was designed. The design and development of this questionnaire was based on an initial pretested survey distributed to a sample consisting of (56) customers of Jordan Banks. The initial survey was also pretested and evaluated by a panel of marketing banking experts and IT specialists in order to assess the items of each constraint, the questionnaire was then distributed to customers of commercial banks in Amman. Data collection resulted in 36 usable surreys for subsequent analysis. Overall, the findings provided support for the model of the study. All the hypotheses regarding the impact of the factors included in the study on usage of mobile banking were supported. All the hypotheses of the study have been accepted, indicating the positive impact of the motivating factors on the usage of mobile banking services, and the negative impact of the impeding factors on the usage of mobile banking services. At the same time, the study confirms that there is a variable correlation for all constructs (the dimensions of the study),with the result that "the degree of correlation between the motivating factors of mobile banking services usage is greater than the degree of correlation between impeding factors”. This result is acceptable as the members of the study sample use mobile banking services.