Abstract
In an increasingly competitive environment where customer loyalty is diminishing mobile banking offers opportunities to banks to cross sell, achieve customer acquisition and increase customer satisfaction. Despite the availability of the enabling technology and the potential benefits mobile banking has yet to live up to its expectations. Although most banks offer some form of mobile banking it remains within the early adaptor phase. Bank adoption of mobile banking is globally sporadic. Drawing upon, multiple DOI theories this thesis explored bank adoption of mobile banking from a stakeholder supplier perspective. The focus was the future of mobile banking which is under researched. Current and future influences, future market trends and evaluation of the Delphi methodology were explored.Due to the failure of banks to successfully diffuse WAP based mobile banking in early 2000s justification for adopting a futures perspective was established. Bank adoption from a stakeholder perspective remains under researched. Few studies adopt a supplier stakeholder perspective, opting to concentrate on consumers and the demand side. Moreover, service innovations particularly financial innovations are lacking, this study address this gap.
A three-stage mixed method study was conducted. Data was collected using Delphi and two rounds of semi structured interviews. Delphi was the main data collection method. The opinion of 72 members from 6 stakeholder industries was sought.
The results indicate that diffusion of innovation theory is still applicable within mobile environments for helping to understand the adoption pattern of mobile banking. Highlights include the identification of key barriers and drivers upon current and future bank adoption, key market trends and the validation of the Delphi technique.
Thesis is embargoed until 31st January 2026.
| Date of Award | Jan 2024 |
|---|---|
| Original language | English |
| Supervisor | Laura Bradley-McCauley (Supervisor) |
Keywords
- Delphi
- diffusion of innovation