An assessment of mobile banking adoption and customer satisfaction: A study of GTBank in Taraba State
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Background of the Study
Mobile banking has transformed the financial services industry by providing convenient, fast, and secure access to banking services. With increasing smartphone penetration and internet accessibility, mobile banking adoption has grown significantly in Nigeria (Ibrahim & Yusuf, 2023).
GTBank, a leader in digital banking innovation, has developed robust mobile banking platforms to cater to its diverse customer base. In Taraba State, where infrastructure challenges may limit physical branch access, mobile banking serves as a critical channel for financial inclusion and customer satisfaction.
However, mobile banking adoption faces challenges such as technological literacy, network reliability, and user trust. This study assesses the adoption of GTBank’s mobile banking services in Taraba State and its impact on customer satisfaction.
Statement of the Problem
Despite the availability of mobile banking services, adoption rates in Taraba State remain suboptimal due to barriers such as digital illiteracy, perceived security risks, and poor network infrastructure. These issues affect customer satisfaction and the overall success of GTBank’s mobile banking initiatives (Okafor & Bello, 2024).
This study examines the factors influencing mobile banking adoption and its relationship with customer satisfaction in Taraba State.
Objectives of the Study
- To evaluate the level of mobile banking adoption among GTBank customers in Taraba State.
- To identify factors affecting the adoption of mobile banking services.
- To assess the impact of mobile banking adoption on customer satisfaction.
Research Questions
- What is the level of mobile banking adoption among GTBank customers in Taraba State?
- What factors influence the adoption of mobile banking services?
- How does mobile banking adoption affect customer satisfaction?
Research Hypotheses
- Mobile banking adoption is significantly high among GTBank customers in Taraba State.
- Technological and infrastructural barriers hinder mobile banking adoption.
- Increased mobile banking adoption positively impacts customer satisfaction.
Scope and Limitations of the Study
This study focuses on the adoption and satisfaction levels associated with GTBank’s mobile banking services in Taraba State. It examines user experiences, service reliability, and perceived benefits, excluding other banking services or regions.
Definitions of Terms
- Mobile Banking: The use of mobile devices to access banking services such as transfers, bill payments, and account management.
- Adoption: The process by which customers accept and use new technologies or services.
- Customer Satisfaction: The extent to which a customer’s expectations are met by a product or service.
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