Mobile banking Research Proposal on Study of Relationship between The Use of Mobile Banking and the Demographic factors of Bank Customers in the Context of Bangladesh.

Maria Mostafizar Id# 1221565 Tasnuva Rubaiyet Id# 1221566 Sayedul Arifin Rahman d# 1221524

Abstract

As the number of mobile users around the world is continuously growing, the users look

to benefit from the freedom afforded without the need for cables, time and place.

Demographic factors, trust and security have an effect on the usage of mobile

applications. The demographic factors are considered the most important factors that can

affect the use or adoption of any new technology. This study aims to investigate the effect

of demographic factors on the adoption of mobile banking applications. The data for this

study has been collected using a survey with 250 respondents that reflect the current

situation of the usage of mobile banking applications in the context of Dutch-Bangla

Bank Ltd (DBBL) in Bangladesh. The outcome of the survey would be analyzed to

reflect the preferred patterns among bank customers toward the mobile banking

application. The results indicate that Bangladesh has good potential in-terms of the

adoption of the mobile banking application. The major contribution of this research

project is the pattern and attributes of preferences that reflects the demographic factors on

the adoption levels of the mobile banking applications in the context of Dutch-Bangla

Bank Ltd (DBBL) in Bangladesh. Besides that, it also outlines novel and innovative ways

to improve or increase the adoption level.

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Introduction:

Dutch-Bangla Bank Limited (DBBL), is one of the largest and first fully automated bank

in Bangladesh. It is the most innovative and technologically advanced bank. Dutch-

Bangla Bank Limited (DBBL) is the first bank in Bangladesh, who introduced mobile

banking service from remote area under smart banking service. Bangladesh Bank has

already allowed 10 banks to initiate mobile banking with the aim to connect the deprived

section of the society with the modern banking system; DBBL is the first runner among

of them. DBBL is operating this new innovative banking service through Banglalink and

Citycell mobile operator and their approved agents throughout the country.

Background of the study:

DBBL is the introducer of mobile banking in Bangladesh and it also has the largest

number of individual accounts. The top management of bank found that their mobile

banking service customer percentage is decreasing gradually which lead them to focus on

the factors that will increase of use of mobile banking service. Researchers suggest that

there are certain factors like demography, perception of risk, ease of use and usefulness

of the device can influence the use or adoption of any technology. A study of the impact

of demographic factors in developing countries recommended that in a developing

country like Bangladesh, the impact of demographic factors is stronger than other

adoption factors. Because country like Bangladesh has high levels of illiteracy, low levels

of income and different cultural level etc. So it can be assumed that technological

application like mobile banking will be influenced by the demographic variable like

gender, age, profession, income etc of the customers. So the top management decided to

conduct a research to explore the relationship of demographic variables with the use of

Mobile banking. It will help the mangers to identify the potential customers and target

them to gain the more market share.

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Problem statement

The banking sector is focusing on mobile bank applications as a medium to introduce

banking seervices for client as the number of mobile users in Bangladesh is continously

growing. There are around 160 million people in Bangladesh, of which, only 13% have

bank accounts. Through Mobile banking platform, DBBL can reach the rural and

unbanked population, of which 45% are mobile phone users. But DBBL mobile Banking

service user markrt share is relatively low. Moreover, the use of mobile banking

application services among the existing customers of the bank, is still very low. Previous

study ( Lewis, Palmer, Moll- 2010) shows the relationship of young customers with the

adoption of mobile banking in the context of Germany. There were no studies carried on

the relationship between the use mobile banking and other factors like demographic

factors of the customers in the context of Bangladesh. This patronizes the current study to

explore the relation of demographical factors on the use of mobile banking. Researchers

are willing to know the relationship between the use of mobile banking and demographic

factors of the of consumers in the context of Dutch-Bangla Bank Ltd in Bangladesh.

Purpose of the study

The purpose of this study is to present and test a model that identifies the relationship

between the use of mobile banking and demographic factors (like gender, age, education,

profession, income) of bank customers in the context of Bangladesh. The demographic

factors are considered the most important factors that can affect the use or adoption of

any new technology. the present study, we will be able to explore the relationship

between the use of mobile banking and demographic factors of the consumers in the

context Dutch-Bangla Bank Ltd in Bangladesh. It will helps DBBL to focus on the

customers to gain more market share compare to other mobile banking service provider

banks and increase the usage of that particular service among the existing bank

customers.

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The outcome of the survey will be analyzed to reflect the preferred patterns among the

customers of DBBL in Bangladesh toward the mobile banking application. The major

contribution of this research project is the pattern and attributes of preferences that

reflects the demographic factors on the adoption levels of the mobile banking

applications. Besides that, it may also outline novel and innovative ways to improve or

increase the adoption level.

Literature Review and conceptual framework

From various study we got to know that, the use of mobile banking depends on the number of

factors like demography, perception of risk, ease of use etc. From that factors demographic

factors like gender, age, income, education, profession etc plays an important role in the adoption

of mobile banking. Over here, we will be talking about the dependents and independent variables

that we came across during our research. We have taken six variables, among them five are

independent and one is dependent variable. The six variables are: 1) Gender, 2) Age, 3)

Education, 4) Profession 5) Income and 6) Use of mobile banking.

Gender

In the context of Bangladesh, gender always plays an important role in the adoption of

any new technological applications. Because of our cultural structure, there is a

difference between the involvement of adoption of banking service as well mobile

banking between male and female. If the ratio of working male and female are very

different in a society the use of mobile banking will also be different in number. Often

female’s are less likely to use mobile banking than male. The reason’s are may be they

are not that much updated with the latest technology like male’s are. Another reason

could be the participation of female worker are may less in the society.

There is no much research on the moderating impact of gender in mobile banking

adoption up to now. A study (Wan et al,2005) found that males were more inclined to

adopt bank technology than females, thus supporting ( Pijpers et al. 2001) previous

finding that males are more positive about m-commerce than females. An exploratory

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study of m-commerce(Yang 2005), found that gender influences perceived ease of use

and usefulness but in a negative way, contrary to expectations. In relation to mobile

banking, it has been found that females are more concerned by security issues than males,

whereas males pay more attention to effectiveness (Amin et al. 2006).

In terms of the effects of gender on innovation diffusion, (Venkatesh and Morris, 2000)

investigated the gender differences in the context of individual adoption and sustained

usage. They discovered that gender to be an important determinant of technology

adoption and usage. In addition, (Monsuwé and S. Laforet, 2004) said that men express a

greater interest with using various types of technology. One possible explanation for

more male respondents could be that males are more likely to be interested in the usage

and adoption of technology such as mobile phones; for example Singh (2004）found that

more males used mobile banking than females.

Age:

Age is an important factor to be considered for the adoption of mobile banking

application in Bangladesh. People from different age has different point of view about

banking as well as banking system. Certainly the elder people are generally less

comfortable with the latest technology rather than younger people. So we assume that the

use of mobile banking will be more in the younger generation and elder people will

continue the use of conventional method of baking. This would make them to be the

major group of users for mobile banking application in Jordan. Besides that, the targeted

users would also comprise middle aged, relatively good income and highly educated.

Several factors are found to moderate attitude towards intention to adopt mobile banking

and among those, the factor age is very much dominating as age strengthens perceived

usefulness, perceived costs and perceived system quality. It helps consumers to make

decision about the adoption of mobile banking. Generally young age people will more

likely to use mobile banking (Lewis, Palmer, Moll- 2010). Young people like age range

from 18years to 30 years, will like generally try to explore new things or get involve with

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new technological applications. So it can be assumed that they will enjoy the mobile

banking. Middle aged people may not like it as the young people because they may found

it difficult to operate.

Another issue that is related to the age is the perception of risk on the adoption of mobile

banking. Middle aged people less likely to believe on technology and they may found it

risky to operate banking through using mobile phone. As a result they may be reluctant to

use mobile banking (Lewis, Palmer, Moll- 2010). On the other hand, Young people are

less likely to concern about the risk associated with the mobile banking as young people

are more likely to have more faith on technology.

Education:

For any technological applications, education level of the user is the major issue. Without

proper learning or knowledge, the operation can not be performed properly. Since mobile

banking is one of the most technological applications in terms of innovation, it is

important that a strong understanding on how these innovations would benefit is

inculcated among clients. Based on previous research work, an educated community is

better at adopting new mobile banking technologies (Matilla, 2003).

To make the best use of mobile banking one person has to be educated, otherwise that

person will not be able to use mobile banking. He or she must have sufficient knowledge

in different technological process to operate the operation. So we can assume that

education is very much related with mobile banking. People with higher education will

use mobile banking more and on the other hand people with lower education will use

mobile banking less. Highly educated people will tend to use the mobile banking more

because they will find it interesting and get the maximum benefit from it. But people with

less educational background will not find interest on mobile banking and as a result will

not tend to pat attention on it.

Customer education is a critical aspect of any successful approach to mobile

banking security. A knowledgeable customer is less likely to be tricked by phishing

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or other attempts at fraudulent activity (Burke, 2002). For example, bank can train

customers to avoid clicking links in emails that may come from frauds; an attacker may

use this method to direct the customer to a malware or phishing site. providing customers

information regarding mobile banking and communicating with them would be easied for

the banks when customers having a minium level of literacy.

Profession:

Profession has a huge impact on mobile banking. The person who is in a corporate

profession is more likely to use to mobile banking more rather than a person who is

working in a traditional organization. A person who is doing conventional business will

prefer conventional banking method than mobile baking. On the other hand, the person

doing business in multinational level will prefer the mobile banking over conventional

method of banking.

Mobile banking may help increase the productivity of the workforce by increasing the

efficiency of users’ daily routines. Time-pressured consumers or employees can use

‘dead spots’ in the day like during the daily travel to and from workplace, more

effectively while carry out bank transactions without being physically present at the bank

as the same time when he/she is must be present in the office. The level of adoption of

the mobile banking for a business man may depend on several issues. It basically depends

on the nature of business, transaction pattern, access to other financial instruments etc. If

the business are knowledgeable enough to run the operation through mobile, he or she

may accept it to ease his business.

Income:

The higher income people are more busy as they are working more according to our

assumption. So definitely they have less time to go for conventional method of banking,

rather than they will prefer mobile banking. On the other hand people with less income

are often from lower strata of the society so we are assuming that they will more prefer

conventional method of banking over mobile banking.

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Level of income is another factor that should be taken into consideration which can

influence the adoption of mobile banking. The study of (Crabbe et al. (2009) revealed

two important findings regarding the role of income in mobile phone banking adoption.

Firstly, the study found that a significant relationship exists between income and

intention to adopt mobile phone banking. This is understandable as lower income

consumers often resist services with continuing costs (Porter and Donthu, 2006).

The price of banking services may have an opposite effect with respect to the adoption of

mobile banking. Provision of a lower service cost is also a major benefit for users using

mobile banking and performing banking transaction functions through a mobile device;

so the level of income which results in to the ability to pay may be another factor

influencing the adoption of mobile banking services. But, mobile phone banking

transactions cost far less than transactions costs at the ATM and the bank branches

(Pickens and Ivatury, 2006) and therefore, intuition suggests that it should appeal to

lower income consumers. Secondly, in the study the non-users were overrepresented in

the lower income groups. This finding can also serve as a sign of the role of income in

adoption of mobile phone banking.

In the past few years a number of studies have been done on mobile phone banking

adoption behavior such as (Crabbe et al, 2009), (Lee and Chung, 2009). However,

previous studies did not investigate mobile phone banking adoption behavior of low-

income non-users of mobile phone banking. For example, in (Luarn and Lin, 2005) the

respondents were attendees at an e-commerce exposition and in (Lee and Chung, 2009)

the respondents were users of mobile phone banking. Furthermore, in previous studies in

the mobile commerce field of study such as (Shin, 2009) and (Serenko et al, 2006), the

moderating effect of income has been investigated.

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Mobile banking

The term “Mobile Banking” that will be used in this study to mean electronic banking.

Electronic banking uses mobile phone technology to deliver electronic financial services

to consumers. It is a powerful new marketing tool for financial services companies ([34]

Sinisalo et al. 2007). This is particularly true because there are more phones than PCs in

the market and mobile phones make it simple to communicate with the target market and

establish a stronger relationship as banks provide market compelling-needed services

([43] The World Bank, 2009). In addition, mobile devices improve the quality of the

service because clients can perform transactions at their convenience wherever and

whenever they want it ([23] Laukkanen, 2007) provided there is a connection. Thus, a

mobile bank service can foster stronger relationships between financial institutions and

clients.

Mobile Commerce is gaining increasing acceptance amongst various sections of the

society. This growth can be partly traced back to technological and demographical

developments that have been influencing important aspects of the socio-cultural behavior

in today’s world. Mobile Banking, availment of bank-related financial services via

mobile devices, builds a cornerstone of Mobile Commerce. An empirical survey of

customer acceptance conducted within the frame of our research clearly reveals a major,

growing interest in Mobile Banking. However, since the degree of interest and the

willingness to pay vary for individual services, it seems to be necessary to design specific

services taking the needs and wishes of relevant target groups into consideration.

Early studies on adoption of mobile banking have not been encouraging. In a survey of

occasional users and current users of mobile banking, [35] Suoranta and Mattila (2004)

reported that about only half of current users of mobile banking, regardless of age

differences, intended to continue to use the mobile banking service. As in previous

research on mobile commerce, several researchers have applied statistical models

combining elements of theory of innovation ([31] Rogers, 1983), theory of planned

behavior and the technology acceptance model to predict the adoption of mobile banking.

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Rather than demographic factors there are various factors influence the adoption of

mobile banking. These factors are: levels of perceived risk, security, interaction,

perceived uncertainty, perceived usefulness, ease of use, credibility, self efficacy,

perceived system quality, experience and financial cost, time saving etc.

Conceptual Framework

The conceptual framework includes two main variables: 1) Demographic Factors and 2) Use of

Mobile Banking. Here, demographic variables like Gender, Age, Education, Profession, Income

are independent variables and the use of mobile banking is dependent variable.

RESEARCH QUESTION:

This study propose to investigate the following questions:

1. Is there any significant relationship between gender and use of Mobile Banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

2. Is there any significant relationship between Age and use of Mobile Banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

3. Is there any significant relationship between Education and use of Mobile

Banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

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Customers Demography Gender Age Education Profession Income

Use of Mobile Banking

4. Is there any significant relationship between Profession and use of Mobile

Banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

5. Is there any significant relationship between Income and use of Mobile Banking

in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

Research Hypotheses

The hypotheses derived from research questions are:

H1: There is a significant relationship between gender and use of mobile banking in the

context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

H2: There is a significant relationship between age and use of mobile banking in the

context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

H3: There is a significant relationship between education and use of mobile banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

H4: There is a significant relationship between profession and use of mobile banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

H5: There is a significant relationship between income and use of mobile banking in the

context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

Methodology

The methodology of the research includes research design, Research Approach, Sampling

Method, Survey Instrument, Data Collection Procedure, Data Analysis Procedure etc.

These are discussed below:

Research design

The conceptual framework represents the pattern and structure of relationships among the

set of measured variables. In our research proposal we are going to do descriptive

research on impact of demographic factors on use of mobile banking. In our research

proposal we have identified some variables for impact of on the use of mobile banking

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on the perspective of Dutch-Bangladesh Bank Ltd (DBBL) in Bangladesh. For those

reasons this study is multivariate, since we are dealing with more than two variants.

Descriptive research can be relational and non relational. We have identified five major

independent variables. We will try to find and explain the relationship between

independent variables and dependent variable.

We will use quantitative approach in this research. The quantitative approach normally

began with a general statement proposing a general relationship between variables.

Although this type of study had been conducted previously in Germany, but for our

company in Bangladesh, this is the first time. For this reason we will take help from

secondary data in our research.

The primary source of data will come from interviews and anonymous questionnaires

from the customers of DBBL.  The primary data frequently gives the detailed definitions

of terms and statistical units used in the study.

The secondary sources of data will come from published articles and related studies on

this topics. Acquiring secondary data are more convenient to use because they are already

condensed and organised. Moreover, analysis and interpretation are done more easily.

Research Approach

The researchers will collect information from the bank customers of Dutch-Bangla Bank

Ltd (DBBL) to get answers of the research questions. The context and the purpose of the

research will be explained to the participants and the interviewer will clarify the

questionnaire to the respondents.

Sampling Method

Simple random sampling method will be used to provide bank customers have an equal

chance of being selected as a respondent. The bank customers of the Dutch-Bangla Bank

Ltd in Bangladesh would be the population and the total sample size primarily will be

250 which include both male and female executives. Taking 250 respondents will help to

improve the reliability of the study. 50 respondents will be selected in a random manner.

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Survey Instrument

We will use printed questionnaires in order to gather data for further analysis. The

questionnaires are will contains two types of questions. The first type is close ended

question and another type is 5 point Likert Scale. Some projective techniques will be

applied to make better output. We will conduct the researchers through questionnaires.

The questionnaire survey is the most effective method for this study to collect the data for

the following reasons-

Respondents anonymity can be maintained very effectively

The Internet facility is not widespread in our country. Therefore, online survey

will also be inappropriate for the study.

The postal system of the country is very slow and faulty. For this reason, mail

survey will conflict with time constraint.

The data gathered through questionnaire is easy to put in quantitative analysis

universally.

Data Collection Procedure

We will use quantitative technique to conduct our research. Previously selected

questionnaires will be used to obtain data because already available data is not sufficient

for analysis; with the amendment of dependent variable from gender to income in this

questionnaire is used. The researchers will conduct survey on 250 respondents. The

researcher will wait for the respondent at the several branches during the office time.

Data Analysis Procedure

In order to identify the relationship between the independent variables with the dependent

variable, the researcher will do correlation analyses. A correlation analyses will show

whether the independent variables are positively or negatively related to the dependent

variable. It will also reveal the significance of the relationship between each independent

variable and employee’s performance.

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After identifying the relationship between the independent and dependent variables the

researcher will use enter or stepwise regression analysis. By this regression process, the

researcher would understand that how much the dependent variable is explained by the

independent variables entirely. Then the researcher will use stepwise regression to see

how much the dependent variable is explained by the independent variables individually.

Stepwise regression is the most effective instrument, which discloses how much the

independent variable individually explains the dependant variable. ANOVA also will be

used for find out the differences according to the demographic characteristics. Statistical

software would be used for implementing all of these tasks. The name of this software is

Statistical Package for Social Science (SPSS), version 12.

Limitations of the Study

This present study is limited by a number of factors. The sample population is limited in

terms of its size and composition. The sample will be drawn from Dhaka city only, and

will not include branches from other divisions. The study will be limited to the customers

of Dutch-Bangla Bank Ltd (DBBL) only. The systematic sampling method will be

selected rather than other sampling procedures. Some important factors like perception of

risk, ease of use, usefulness of the device etc which may influence adoption of mobile

banking are not included in this study. Secondary Data or Data gathered from the survey

that has been used might not be correct.

Significance of the study:

Firstly, this research will help researcher and management to understand the correlation

between demographic factors and use of moile banking. In this research we will find out

the influencing demographic factors on the use of mobile banking and relative

importance pf these factors. The research may encourage future study and these finding

will provide useful guideline for this type of research. This form of research will

encourage further research in Bangladesh or in other countries in similar areas of interest.

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