A Comparative Study of Mobile Banking Adoption

Abstract

Recently, mobile banking has gained significant importance, and the growth of the field is accelerating. Due to a rapid increase in smart phone users, banks have shifted the competitive landscape from physical banking branches to internet banking and mobile banking services. However, many customers remain reluctant to use this banking channel. It is crucial for banks to meet customers' need and understand which factors play an important role in encouraging or discouraging them from using mobile banking. Culture can also play an important role on these factors. This study compares the mobile banking perceptions between the consumers in the U.S. and in Thailand and reveal various factors that influence mobile banking adoption for these two nationalities. The findings suggest factors that banks should consider when implementing mobile banking services, thus allowing them to design the services that meet the needs of their customers.