Communication and Adoption of Mobile Banking Services in Sri Lanka

Abstract

The Rapid improvement of Information and Communication Technology (ICT) has significantly influenced the banking sector. Although Mobile Banking Service (MBS) was introduced to Sri Lanka 20 years ago, only a few customers use it for transactions. Banks use various communication tools to promote mobile banking services, but the number of users still needs to grow. The problem is whether banks communicate with customers about MBS adequately and whether the communication reaches the target customers as expected. This research comparatively analysed the responses of 91 customers from two selected Sri Lankan banks to address this issue. The study reveals that the respondents were aware of MBS from interpersonal communication channels such as bank officers and family and friends. In contrast, banks often use social media and television advertising to promote MBS. Only a few respondents used television and Facebook advertisements to increase awareness about MBS. The study also found a significant difference between the respondents’ awareness and the usage of MBS. Most respondents had at least a basic knowledge of MBS, but only a few customers used it. The findings show that making customers aware of a banking facility is not enough to convince them to adopt that facility. The study shows that building up trustworthiness is essential to convince customers, and the best communication method is interpersonal communication channels.