Abstract
The United Arab Emirates (UAE) is characterised by disruptive technology in various sectors however there is an obvious gap in consumer adoption of digital banking services (Bastari et al., 2020). An important consideration in explaining this is predicting consumer’s intention to use digital banking (Shih & Fang, 2004). The aim of this qualitative study is to examine the factors that affect the adoption of digital banking in UAE. Five focus group discussions with forty-five participants (n = 45), were undertaken to identify the factors influencing the use of digital banking. Results demonstrated that the adoption of digital banking is significantly influenced by convenience, ease of use, trust, security, social pressures, services offered
facilitating conditions, and digital literacy. The findings suggest that banks have a key role to play in supporting customers to transition to, and effectively use, digital banking. The study concluded that banks can strategically influence and improve the use of digital banking. The uniqueness of this study comes from its focus on a particular market, as there is limited research available on the consumers’ attitudes, social pressures, and motivations towards digital banking in UAE (Alkhowaiter, 2020).
facilitating conditions, and digital literacy. The findings suggest that banks have a key role to play in supporting customers to transition to, and effectively use, digital banking. The study concluded that banks can strategically influence and improve the use of digital banking. The uniqueness of this study comes from its focus on a particular market, as there is limited research available on the consumers’ attitudes, social pressures, and motivations towards digital banking in UAE (Alkhowaiter, 2020).
Original language | English |
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Publication status | Accepted/In press - 15 Mar 2023 |
Event | European Academy of Management EURAM 2023 Transforming Business for Good - Trinity College, Dublin, Ireland Duration: 14 Jun 2023 → 16 Jun 2023 https://conferences.euram.academy/2023conference/conference-programme/ |
Conference
Conference | European Academy of Management EURAM 2023 Transforming Business for Good |
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Abbreviated title | EURAM 2023 |
Country/Territory | Ireland |
City | Dublin |
Period | 14/06/23 → 16/06/23 |
Internet address |
Keywords
- Digital banking adoption
- UAE
- Focus Groups
- Qualitative study