Mobile banking

Research Proposal on Study of Relationship between The Use of Mobile Banking and the Demographic factors of Bank Customers in the Context of Bangladesh.

Maria Mostafizar Id# 1221565 Tasnuva Rubaiyet Id# 1221566 Sayedul Arifin Rahman d# 1221524

Abstract As the number of mobile users around the world is continuously growing, the users look to benefit from the freedom afforded without the need for cables, time and place. Demographic factors, trust and security have an effect on the usage of mobile applications. The demographic factors are considered the most important factors that can affect the use or adoption of any new technology. This study aims to investigate the effect of demographic factors on the adoption of mobile banking applications. The data for this study has been collected using a survey with 250 respondents that reflect the current situation of the usage of mobile banking applications in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. The outcome of the survey would be analyzed to reflect the preferred patterns among bank customers toward the mobile banking application. The results indicate that Bangladesh has good potential in-terms of the adoption of the mobile banking application. The major contribution of this research project is the pattern and attributes of preferences that reflects the demographic factors on the adoption levels of the mobile banking applications in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. Besides that, it also outlines novel and innovative ways to improve or increase the adoption level.

Introduction: Dutch-Bangla Bank Limited (DBBL), is one of the largest and first fully automated bank in Bangladesh. It is the most innovative and technologically advanced bank. Dutch-Bangla Bank Limited (DBBL) is the first bank in Bangladesh, who introduced mobile banking service from remote area under smart banking service. Bangladesh Bank has already allowed 10 banks to initiate mobile banking with the aim to connect the deprived section of the society with the modern banking system; DBBL is the first runner among of them. DBBL is operating this new innovative banking service through Banglalink and Citycell mobile operator and their approved agents throughout the country.

Background of the study: DBBL is the introducer of mobile banking in Bangladesh and it also has the largest number of individual accounts. The top management of bank found that their mobile banking service customer percentage is decreasing gradually which lead them to focus on the factors that will increase of use of mobile banking service. Researchers suggest that there are certain factors like demography, perception of risk, ease of use and usefulness of the device can influence the use or adoption of any technology. A study of the impact of demographic factors in developing countries recommended that in a developing country like Bangladesh, the impact of demographic factors is stronger than other adoption factors. Because country like Bangladesh has high levels of illiteracy, low levels of income and different cultural level etc. So it can be assumed that technological application like mobile banking will be influenced by the demographic variable like gender, age, profession, income etc of the customers. So the top management decided to conduct a research to explore the relationship of demographic variables with the use of Mobile banking. It will help the mangers to identify the potential customers and target them to gain the more market share.

Problem statement
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The banking sector is focusing on mobile bank applications as a medium to introduce banking seervices for client as the number of mobile users in Bangladesh is continously growing. There are around 160 million people in Bangladesh, of which, only 13% have bank accounts. Through Mobile banking platform, DBBL can reach the rural and unbanked population, of which 45% are mobile phone users. But DBBL mobile Banking service user markrt share is relatively low. Moreover, the use of mobile banking application services among the existing customers of the bank, is still very low. Previous study ( Lewis, Palmer, Moll- 2010) shows the relationship of young customers with the adoption of mobile banking in the context of Germany. There were no studies carried on the relationship between the use mobile banking and other factors like demographic factors of the customers in the context of Bangladesh. This patronizes the current study to explore the relation of demographical factors on the use of mobile banking. Researchers are willing to know the relationship between the use of mobile banking and demographic factors of the of consumers in the context of Dutch-Bangla Bank Ltd in Bangladesh.

Purpose of the study The purpose of this study is to present and test a model that identifies the relationship between the use of mobile banking and demographic factors (like gender, age, education, profession, income) of bank customers in the context of Bangladesh. The demographic factors are considered the most important factors that can affect the use or adoption of any new technology. the present study, we will be able to explore the relationship between the use of mobile banking and demographic factors of the consumers in the context DutchBangla Bank Ltd in Bangladesh. It will helps DBBL to focus on the customers to gain more market share compare to other mobile banking service provider banks and increase the usage of that particular service among the existing bank customers. The outcome of the survey will be analyzed to reflect the preferred patterns among the customers of DBBL in Bangladesh toward the mobile banking application. The major contribution of this research project is the pattern and attributes of preferences that reflects
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the demographic factors on the adoption levels of the mobile banking applications. Besides that, it may also outline novel and innovative ways to improve or increase the adoption level.

Literature Review and conceptual framework From various study we got to know that, the use of mobile banking depends on the number of factors like demography, perception of risk, ease of use etc. From that factors demographic factors like gender, age, income, education, profession etc plays an important role in the adoption of mobile banking. Over here, we will be talking about the dependents and independent variables that we came across during our research. We have taken six variables, among them five are independent and one is dependent variable. The six variables are: 1) Gender, 2) Age, 3) Education, 4) Profession 5) Income and 6) Use of mobile banking.

Gender In the context of Bangladesh, gender always plays an important role in the adoption of any new technological applications. Because of our cultural structure, there is a difference between the involvement of adoption of banking service as well mobile banking between male and female. If the ratio of working male and female are very different in a society the use of mobile banking will also be different in number. Often females are less likely to use mobile banking than male. The reasons are may be they are not that much updated with the latest technology like males are. Another reason could be the participation of female worker are may less in the society. There is no much research on the moderating impact of gender in mobile banking adoption up to now. A study (Wan et al,2005) found that males were more inclined to adopt bank technology than females, thus supporting ( Pijpers et al. 2001) previous finding that males are more positive about m-commerce than females. An exploratory study of mcommerce(Yang 2005), found that gender influences perceived ease of use and usefulness but in a negative way, contrary to expectations. In relation to mobile banking, it has been

found that females are more concerned by security issues than males, whereas males pay more attention to effectiveness (Amin et al. 2006). In terms of the effects of gender on innovation diffusion, (Venkatesh and Morris, 2000) investigated the gender differences in the context of individual adoption and sustained usage. They discovered that gender to be an important determinant of technology adoption and usage. In addition, (Monsuw and S. Laforet, 2004) said that men express a greater interest with using various types of technology. One possible explanation for more male respondents could be that males are more likely to be interested in the usage and adoption of technology such as mobile phones; for example Singh (2004 found that more males used mobile banking than females. Age: Age is an important factor to be considered for the adoption of mobile banking application in Bangladesh. People from different age has different point of view about banking as well as banking system. Certainly the elder people are generally less comfortable with the latest technology rather than younger people. So we assume that the use of mobile banking will be more in the younger generation and elder people will continue the use of conventional method of baking. This would make them to be the major group of users for mobile banking application in Jordan. Besides that, the targeted users would also comprise middle aged, relatively good income and highly educated. Several factors are found to moderate attitude towards intention to adopt mobile banking and among those, the factor age is very much dominating as age strengthens perceived usefulness, perceived costs and perceived system quality. It helps consumers to make decision about the adoption of mobile banking. Generally young age people will more likely to use mobile banking (Lewis, Palmer, Moll- 2010). Young people like age range from 18years to 30 years, will like generally try to explore new things or get involve with new technological applications. So it can be assumed that they will enjoy the mobile banking. Middle aged people may not like it as the young people because they may found it difficult to operate.
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Another issue that is related to the age is the perception of risk on the adoption of mobile banking. Middle aged people less likely to believe on technology and they may found it risky to operate banking through using mobile phone. As a result they may be reluctant to use mobile banking (Lewis, Palmer, Moll- 2010). On the other hand, Young people are less likely to concern about the risk associated with the mobile banking as young people are more likely to have more faith on technology. Education: For any technological applications, education level of the user is the major issue. Without proper learning or knowledge, the operation can not be performed properly. Since mobile banking is one of the most technological applications in terms of innovation, it is important that a strong understanding on how these innovations would benefit is inculcated among clients. Based on previous research work, an educated community is better at adopting new mobile banking technologies (Matilla, 2003). To make the best use of mobile banking one person has to be educated, otherwise that person will not be able to use mobile banking. He or she must have sufficient knowledge in different technological process to operate the operation. So we can assume that education is very much related with mobile banking. People with higher education will use mobile banking more and on the other hand people with lower education will use mobile banking less. Highly educated people will tend to use the mobile banking more because they will find it interesting and get the maximum benefit from it. But people with less educational background will not find interest on mobile banking and as a result will not tend to pat attention on it. Customer education is a critical aspect of any successful approach to mobile banking security. A knowledgeable customer is less likely to be tricked by phishing or other attempts at fraudulent activity (Burke, 2002). For example, bank can train customers to avoid clicking links in emails that may come from frauds; an attacker may use this method to direct the customer to a malware or phishing site. providing customers

information regarding mobile banking and communicating with them would be easied for the banks when customers having a minium level of literacy. Profession: Profession has a huge impact on mobile banking. The person who is in a corporate profession is more likely to use to mobile banking more rather than a person who is working in a traditional organization. A person who is doing conventional business will prefer conventional banking method than mobile baking. On the other hand, the person doing business in multinational level will prefer the mobile banking over conventional method of banking. Mobile banking may help increase the productivity of the workforce by increasing the efficiency of users daily routines. Time-pressured consumers or employees can use dead spots in the day like during the daily travel to and from workplace, more effectively while carry out bank transactions without being physically present at the bank as the same time when he/she is must be present in the office. The level of adoption of the mobile banking for a business man may depend on several issues. It basically depends on the nature of business, transaction pattern, access to other financial instruments etc. If the business are knowledgeable enough to run the operation through mobile, he or she may accept it to ease his business. Income: The higher income people are more busy as they are working more according to our assumption. So definitely they have less time to go for conventional method of banking, rather than they will prefer mobile banking. On the other hand people with less income are often from lower strata of the society so we are assuming that they will more prefer conventional method of banking over mobile banking. Level of income is another factor that should be taken into consideration which can influence the adoption of mobile banking. The study of (Crabbe et al. (2009) revealed two important findings regarding the role of income in mobile phone banking adoption. Firstly,
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the study found that a significant relationship exists between income and intention to adopt mobile phone banking. This is understandable as lower income consumers often resist services with continuing costs (Porter and Donthu, 2006). The price of banking services may have an opposite effect with respect to the adoption of mobile banking. Provision of a lower service cost is also a major benefit for users using mobile banking and performing banking transaction functions through a mobile device; so the level of income which results in to the ability to pay may be another factor influencing the adoption of mobile banking services. But, mobile phone banking transactions cost far less than transactions costs at the ATM and the bank branches (Pickens and Ivatury, 2006) and therefore, intuition suggests that it should appeal to lower income consumers. Secondly, in the study the non-users were overrepresented in the lower income groups. This finding can also serve as a sign of the role of income in adoption of mobile phone banking. In the past few years a number of studies have been done on mobile phone banking adoption behavior such as (Crabbe et al, 2009), (Lee and Chung, 2009). However, previous studies did not investigate mobile phone banking adoption behavior of low-income nonusers of mobile phone banking. For example, in (Luarn and Lin, 2005) the respondents were attendees at an e-commerce exposition and in (Lee and Chung, 2009) the respondents were users of mobile phone banking. Furthermore, in previous studies in the mobile commerce field of study such as (Shin, 2009) and (Serenko et al, 2006), the moderating effect of income has been investigated.

Mobile banking The term Mobile Banking that will be used in this study to mean electronic banking. Electronic banking uses mobile phone technology to deliver electronic financial services to
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consumers. It is a powerful new marketing tool for financial services companies ([34] Sinisalo et al. 2007). This is particularly true because there are more phones than PCs in the market and mobile phones make it simple to communicate with the target market and establish a stronger relationship as banks provide market compelling-needed services ([43] The World Bank, 2009). In addition, mobile devices improve the quality of the service because clients can perform transactions at their convenience wherever and whenever they want it ([23] Laukkanen, 2007) provided there is a connection. Thus, a mobile bank service can foster stronger relationships between financial institutions and clients. Mobile Commerce is gaining increasing acceptance amongst various sections of the society. This growth can be partly traced back to technological and demographical developments that have been influencing important aspects of the socio-cultural behavior in todays world. Mobile Banking, availment of bank-related financial services via mobile devices, builds a cornerstone of Mobile Commerce. An empirical survey of customer acceptance conducted within the frame of our research clearly reveals a major, growing interest in Mobile Banking. However, since the degree of interest and the willingness to pay vary for individual services, it seems to be necessary to design specific services taking the needs and wishes of relevant target groups into consideration. Early studies on adoption of mobile banking have not been encouraging. In a survey of occasional users and current users of mobile banking, [35] Suoranta and Mattila (2004) reported that about only half of current users of mobile banking, regardless of age differences, intended to continue to use the mobile banking service. As in previous research on mobile commerce, several researchers have applied statistical models combining elements of theory of innovation ([31] Rogers, 1983), theory of planned behavior and the technology acceptance model to predict the adoption of mobile banking. Rather than demographic factors there are various factors influence the adoption of mobile banking. These factors are: levels of perceived risk, security, interaction, perceived uncertainty, perceived usefulness, ease of use, credibility, self efficacy, perceived system quality, experience and financial cost, time saving etc.
Conceptual Framework 10

The conceptual framework includes two main variables: 1) Demographic Factors and 2) Use of Mobile Banking. Here, demographic variables like Gender, Age, Education, Profession, Income are independent variables and the use of mobile banking is dependent variable.

Customers Demography Gender Age Education Use of Mobile Banking

RESEARCH QUESTION: This study propose to investigate the following questions:

1. Is there any significant relationship between gender and use of Mobile Banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

2. Is there any significant relationship between Age and use of Mobile Banking in the

context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

3. Is there any significant relationship between Education and use of Mobile Banking

in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

4. Is there any significant relationship between Profession and use of Mobile Banking

in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

5. Is there any significant relationship between Income and use of Mobile Banking in

the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh?

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Research Hypotheses The hypotheses derived from research questions are: H1: There is a significant relationship between gender and use of mobile banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. H2: There is a significant relationship between age and use of mobile banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. H3: There is a significant relationship between education and use of mobile banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. H4: There is a significant relationship between profession and use of mobile banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh. H5: There is a significant relationship between income and use of mobile banking in the context of Dutch-Bangla Bank Ltd (DBBL) in Bangladesh.

Methodology The methodology of the research includes research design, Research Approach, Sampling Method, Survey Instrument, Data Collection Procedure, Data Analysis Procedure etc. These are discussed below: Research design The conceptual framework represents the pattern and structure of relationships among the set of measured variables. In our research proposal we are going to do descriptive research on impact of demographic factors on use of mobile banking. In our research proposal we have identified some variables for impact of on the use of mobile banking on the perspective of Dutch-Bangladesh Bank Ltd (DBBL) in Bangladesh. For those reasons this study is multivariate, since we are dealing with more than two variants.

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Descriptive research can be relational and non relational. We have identified five major independent variables. We will try to find and explain the relationship between independent variables and dependent variable. We will use quantitative approach in this research. The quantitative approach normally began with a general statement proposing a general relationship between variables. Although this type of study had been conducted previously in Germany, but for our company in Bangladesh, this is the first time. For this reason we will take help from secondary data in our research. The primary source of data will come from interviews and anonymous questionnaires from the customers of DBBL. The primary data frequently gives the detailed definitions of terms and statistical units used in the study. The secondary sources of data will come from published articles and related studies on this topics. Acquiring secondary data are more convenient to use because they are already condensed and organised. Moreover, analysis and interpretation are done more easily. Research Approach The researchers will collect information from the bank customers of Dutch-Bangla Bank Ltd (DBBL) to get answers of the research questions. The context and the purpose of the research will be explained to the participants and the interviewer will clarify the questionnaire to the respondents. Sampling Method Simple random sampling method will be used to provide bank customers have an equal chance of being selected as a respondent. The bank customers of the Dutch-Bangla Bank Ltd in Bangladesh would be the population and the total sample size primarily will be 250 which include both male and female executives. Taking 250 respondents will help to improve the reliability of the study. 50 respondents will be selected in a random manner. Survey Instrument We will use printed questionnaires in order to gather data for further analysis. The questionnaires are will contains two types of questions. The first type is close ended
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question and another type is 5 point Likert Scale. Some projective techniques will be applied to make better output. We will conduct the researchers through questionnaires. The questionnaire survey is the most effective method for this study to collect the data for the following reasons Respondents anonymity can be maintained very effectively The Internet facility is not widespread in our country. Therefore, online survey will also be inappropriate for the study. The postal system of the country is very slow and faulty. For this reason, mail survey will conflict with time constraint. The data gathered through questionnaire is easy to put in quantitative analysis universally. Data Collection Procedure We will use quantitative technique to conduct our research. Previously selected questionnaires will be used to obtain data because already available data is not sufficient for analysis; with the amendment of dependent variable from gender to income in this questionnaire is used. The researchers will conduct survey on 250 respondents. The researcher will wait for the respondent at the several branches during the office time. Data Analysis Procedure In order to identify the relationship between the independent variables with the dependent variable, the researcher will do correlation analyses. A correlation analyses will show whether the independent variables are positively or negatively related to the dependent variable. It will also reveal the significance of the relationship between each independent variable and employees performance. After identifying the relationship between the independent and dependent variables the researcher will use enter or stepwise regression analysis. By this regression process, the researcher would understand that how much the dependent variable is explained by the independent variables entirely. Then the researcher will use stepwise regression to see how
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much the dependent variable is explained by the independent variables individually. Stepwise regression is the most effective instrument, which discloses how much the independent variable individually explains the dependant variable. ANOVA also will be used for find out the differences according to the demographic characteristics. Statistical software would be used for implementing all of these tasks. The name of this software is Statistical Package for Social Science (SPSS), version 12. Limitations of the Study This present study is limited by a number of factors. The sample population is limited in terms of its size and composition. The sample will be drawn from Dhaka city only, and will not include branches from other divisions. The study will be limited to the customers of Dutch-Bangla Bank Ltd (DBBL) only. The systematic sampling method will be selected rather than other sampling procedures. Some important factors like perception of risk, ease of use, usefulness of the device etc which may influence adoption of mobile banking are not included in this study. Secondary Data or Data gathered from the survey that has been used might not be correct. Significance of the study: Firstly, this research will help researcher and management to understand the correlation between demographic factors and use of moile banking. In this research we will find out the influencing demographic factors on the use of mobile banking and relative importance pf these factors. The research may encourage future study and these finding will provide useful guideline for this type of research. This form of research will encourage further research in Bangladesh or in other countries in similar areas of interest.

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