Communication Strategies & Mobile Banking Adoption

Showcasing Absa Bank Kakamega Branch, Kakamega County, Kenya

Abstract

This article, as research study, employed a mixed method research approach; which utilized both qualitative and quantitative methods of data collection and analysis. The utilised tools were an interview schedule and questionnaires. A target population of 3000 customers and 17 staff members from whom the sample of 353 respondents among the bank customers all 17 staff members purposively were selected. Simple stratified random sampling and purposive sampling were applied in selecting customers and staff members for the study respectively. Quantitative data collected was analysed using descriptive statistics and presented in form of tables, graphs and charts. The qualitative statistics were analysed thematically. Its findings revealed that good communication strategies influenced mobile banking adoption by enhancing the good corporate relationship with customers through word of mouth rated at 84.4 %, social media at 71.8%and mass media communication at 68.9%. It recommends creating awareness and elevating customers’ attitude by making the mobile banking platform affordable, easy and accessible to customers of all segments, easing the customers into the technology rather than forcing it on them while being innovative to stay competitive in the current market.