A Conceptual study of the Willingness of Customers to continuously adopt the Mobile Banking Service. A Case of Rokel Commercial Bank Sierra Leone Limited.

Abstract

This paper aims to examine the relationship between service quality and customer satisfaction, Customer satisfaction and trust, trust and willingness to adopt, Customer satisfaction and willingness to adopt the mobile banking service. This concept is designed to apply how willing customers are in adopting the mobile banking service using Rokel Commercial Bank (RCB) as a case bank. The concept adopted in this study is the SERVQUAL model by (Parasuraman, V, & Berry, 1998). SERVQUAL is a 22-item instrument for assessing customer perceptions of service quality in service and retailing businesses. SmartPLS 3 factor analysis is used to examine the relationships among the variables. The results showed that all variables used were good predictors of willingness to adopt the mobile banking service. This finding has important implications for managers with regard to building customers' trust. It is imperative for Rokel Bank and other mobile banking service providers in order to get customers more attached and willing to use their service. Thus, bringing customer satisfaction could improve their trust towards the bank services.