THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION

1
International Journal of Scientific & Engineering
Research Volume 11, Issue 6, June-2020
ISSN 2229-5518
Paper ID -I0150363
THE INFLUENCE OF MOBILE BANKING
SERVICES ON CUSTOMER SATISFACTION.
BY
NZABIRINDA Etienne (MSc, ~CPA, Bed)
E-mail: etienne.nzabirinda@gmail.com
Linkedin: https://www.linkedin.com/in/nzabirinda-etienne-963176125/
Kigali March 2020

2
ABSTRACT
Today, banking industry has shifted from the traditional system and branchless mood to
digital. In the latest e-banking system, mobile banking has opened a new window for both,
customers and the service providers.
The objective of this research project was to analyze at COPEDU PLC (Headquarters),
Kigali-Rwanda. Different concepts, theories and available related literatures published on
the variables made this study were used. In this study descriptive and correlation statistics
were applied, 61 customers were selected as sample Size using a convenience sampling
technique, the self-structured questionnaires were distributed to the respondents as an
instrument for data collection, and data collected was analyzed using SPSS.
In general the research findings showed that customers as users of mobile banking services
appreciate all services given to them proved by variables analyzed such as flexibility,
credibility, accessibility and privacy since all have scored a strong overall mean of 3.23,
3.04, 3.27, and 3.40 respectively. The research findings further demonstrated that
customers that are users of mobile banking are satisfied with services showed by a strong
overall mean of 3.29 on customer loyalty, 3.23 on customer commitment, 3.38 on customer
trust and 3.20 on customer retention.
Finally, it was found that there is a relationship between mobile banking services and
customer satisfaction equal to 0.874 showing that mobile banking services of COPEDU
PLC significantly influences customer satisfaction. After conducting this research, the
leadership team of COPEDU PLC was recommended to revise and upgrade the system of
mobile, and to do an adjustment for the transaction cost in all mobile banking services.
Keywords: Mobile banking, Customer satisfaction, SPSS

3
INTRODUCTION
Today, banking industry has shifted from the traditional system and branchless
mood to digital. In the latest electronic banking system, mobile banking has opened a new
window for both the customers and the service providers. Worldwide people granted
telecommunication service positively, there exist huge opportunities for banking
companies to capture market share by utilizing the newest features of this technology
(Muhsina & Imran, 2015).This chapter discusses the background of the study, statement of
the problem, research questions, objective of the study, hypothesis of the study,
significance of the study, justification of the study, conceptual framework, scope of the
study, limitations of the study, and definition of terms.
Background of the Study
Recently Banks have radically converted from the traditional use of banking to
branchless positions of banking. The latest adoption of using technology has helped banks
to extend their customer base, while electronic banking has proved to be the main
advancement. Mobile banking categorized as the latest development in electronic bank
services, while the bank customers can review: Balance inquiry, credit transfer, check
account, SMS, payment transaction and other businesses according to banks instruction
that send to them through mobile phones (Saleem & Rashid, 2001).
In this cashless society, majority of people would not like to spend their valuable
time at a bank branch for financial transactions. Specially, young customers feel that they
should enjoy latest technology even in banking activities. According to researches 68% of
the customers leave a bank due to bad customer service and 19% of them leave due to
dissatisfaction with their products (Okazaki, 2005).

4
Generally, customer satisfaction has been used to measure how the services or
products of a firm meet or go beyond customer expectations. Customer satisfaction is the
sign of customer reliability and repurchasing intentions. It is equally important because
customers seen it as a key differentiator in today’s competitive Market place and customer
satisfaction increases the lifetime value of the customers (Beard, 2014).
From customers’ perspective the benefits of mobile banking service in terms of
convenience to perform banking transactions in anytime, anywhere and easy way to use.
Therefore, Security is ensured, as banking transactions are encrypted and password-
protected. In a meanwhile the rapidly growth of using technology by phones helped banks
to achieve their goals (Heba & Shafig , 2014).
Today, financial sector firms are competing to increase their profit share in the
market. Among these firms, banks have radically shifted from traditional banking to
branchless mode of banking. Adoption of latest technology has enabled banks to extend
their customer base, where electronic banking has proved to be the chief advancement.
Mobile banking can be categorized as the latest advancement in electronic banking, which
has widened customers’ access to bank accounts through wireless channels. Mobile
banking is a financial service where the bank customers perform balance inquiry, credit
transfer, and other businesses according to instruction sent through the mobile phone
(Amin, Baba & Muhammad, 2007).
Internet banking and mobile banking are often referred to electronic banking;
internet banking and mobile banking are two alternative channels for banks to deliver their
services for customers in order to acquire services. That is, the reason of using customers
Internet banking are through computers connected to Internet, while

5
customers using mobile banking are through wireless devices (Masrek,Omar &
Khairuddin, 2012).
Using Mobile banking through wireless shows the difference between online
banking and mobile banking contexts while customers considered mobility as the most
valued properties of mobile banking that also time-critical consumers considered always-
on functionality as the most important feature of mobile banking. In addition, banking users
considered that Internet banking took the importance advantage in Usefulness While online
banking was considered as the cheapest delivery channel (Migdadi, 2012).
Customer satisfaction measures how well a product or a service supplied by a firm
meets customer expectation. Ease of use, security, low transaction costs, and wide
applicability of the solutions increase perceived customer value and should be managed by
mobile payment solution provider (Cohen et al, 2006)
Numerous researchers have investigated perceived usefulness and perceived ease
of use as a valid construct to measure customer satisfaction level. Mobile banking is
adapted by the banks as means to provide customers swift and easy access to their bank
accounts. Customers adopt a technology when they find it easy to understand and
implement. According to perceived usefulness has a positive effect on the behavioral
intention to use mobile banking (Lewis, Palmer & Moll, 2010).
In Rwanda, mobile banking was launched in 2010 by MTN Rwanda in two years
after launch; the author stated that mobile banking had boasted 415,000 registered
customers, and over 170,000 active customers. According to her, as per now, many banks
such as Banque Populaire du Rwanda, Bank of Kigali, Equity Bank, Kenya Commercial
Bank, ECOBANK, Fina Bank, Cogebanque and URWEGO Opportunity Bank have all
established mobile banking services for their clients (Kantengwa, 2011).

6
The initial mobile banking offering focused on domestic money transfers, but now
mobile banking is expanding and it is imperative for stakeholders to understand the
financial needs to its users. The authors also pointed out that mobile banking services in
Rwanda continue to rollout cost-friendly products to provide better options for all. They
further noted that the users of mobile money in Rwanda are assured of security for their
money on their mobile phones even when they lose their phones, another move that is likely
to help market Mobile banking products in the country (Murgatroyd et al , 2012).
Statement of the Problem
Commercial Banks want to achieve a competitive position in the domestic and
global market, through build a strong relationship with customers by provision a new
services with good quality and high secure, so banks should invest and reload their
information technology to present a services to get confidence and satisfaction that
Customer aspires through Mobile banking services (arabadvisors, 2013)
In Rwanda, the numerous banking customers of commercial banks are not aware
of doing the banking transactions via their mobile phone. The facts is that they always
lineup so many times at their banks branches waiting for simple transactions like
withdrawing and depositing their money, however there is an easy way to do such
transactions using their mobile phone with bank agents that are nearest to them everywhere
having the license to deal with such services for enabling the banking customers to have
an access on banking transaction in easy way.
Therefore taking into consideration on the above statement this research was
proposed in order to determine the influence of mobile banking services on customer
satisfaction at COPEDU PLC (Headquarters), Kigali-Rwanda as a case study.

7
Objective of the Study
The study, the influence of mobile banking on customer satisfaction is made up of
both main objective and specific objectives.
Main objective
The main objective of this research work is to analyze influence of mobile banking
services on customer satisfaction at COPEDU PLC (Headquarters), Kigali-Rwanda.
Specific objectives
1. To assess the perceptions of respondents on mobile banking services at COPEDU PLC
(Headquarters), Kigali –Rwanda.
2. To find out the perceptions of respondents on customer satisfaction as influenced by
mobile banking services at COPEDU PLC (Headquarters), Kigali- Rwanda.
3. To examine the relationship between mobile banking services and customer satisfaction
at COPEDU PLC (Headquarters), Kigali-Rwanda.
Research Questions
1. What are the perceptions of respondents on mobile banking services at COPEDU PLC
(Headquarters), Kigali-Rwanda?
2. What are the perceptions of respondents on customer satisfaction at COPEDU PLC
(Headquarters), Kigali-Rwanda?
3. Is there a significant relationship between mobile banking and customer satisfaction at
COPEDU PLC (Headquarters), Kigali-Rwanda?
Hypothesis of the Study
A Hypothesis is a proposition that can be proved or disproved through empirical
testing. It is an empirical statement concerning the relationship among variables. This
research has the following hypotheses.

8
H0: There is no a significant relationship between mobile banking services and customer
satisfaction at COPEDU PLC (Headquarters), Kigali Rwanda.
H1: There is a significant relationship between mobile banking services and customer
satisfaction at COPEDU PLC (Headquarters), Kigali- Rwanda.
Justification of the Study
The research study on mobile banking and customer satisfaction is crucial for in
the world of today’s telecommunication and internet based digital business economy,
mobile banking is a target for banking sector. In addition to that it is not debate that today
the majority of businesses are into competition especially in financial industry. The only
way to survive as banking institution is to offer ease services affecting the satisfaction of
their customers and mobile banking can be one of the best ways of bringing banking
services nearest to the banking customers and feel satisfied regarding when doing banking
services.
Scope of the Study
This research study investigates the influence of mobile banking services on
customer satisfaction referring to COPEDU PLC (Headquarters
The Population of the study is made up of total customer registered as mobile
banking users under COPEDU PLC and through convenience sampling technique 61
customers were selected as sample size. The variables like Privacy, credibility, flexibility,
and accessibility were taken into account in assessing mobile banking services when
customer loyalty, customer commitment, customer retention, and customer trust were used
when analyzing customer satisfaction.

9
Limitations of the Study
In general researcher meets its objective of this study however some constraints
were there. Therefore in the course of data collection some respondents were not interesting
in answering questionnaire consciously that took researcher more time to continue
explaining to them one by one the reason of research. And also there were more information
needed similar to static number of mobile banking users at COPEDU PLC did not be found.
Definition of key Terms
Mobile Banking: Mobile banking can be described as a system enabling to the use mobile
phone for settlement of financial transactions.
Credibility: credibility refers to the reputation impacting a company or service provider
to be believed by stakeholders.
Privacy: privacy is the state of being private, the state of not seen by others that not
concerned.
Flexibility: flexibility is the quality of being flexible and having the several options.
Accessibility: accessibility is the quality of being accessible or approachability and ease
of contact.
Customer satisfaction: customer satisfaction is general understood as the sense of
satisfaction that consumer fells when comparing his preliminary expectations with the
actual quality of acquired product or service.
Customer loyalty: customer loyalty is a motivation of a consumer to repeat purchases and
persuade them to refer those products or services to others
Customer commitment: customer commitment is the intention of a customer to maintain
a long-term relationship with a supplier.

10
Customer trust: is a customer’s perception of the salesperson’s credibility by expecting
that the salesperson’s statements can be reliable and interested in the customer’s welfare.
Customer retention: refers to the ability of a company or product to retain its customers
over some specified period.

11
CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
chapter two of the study the influence of mobile banking services on customer
satisfaction introduces by theoretical frame work and theories of various publications
written on the variables under the study particularly, it reviews on mobile banking services
as an independent variable of the study indicated by Credibility, Flexibility, Accessibility,
Privacy /Security. On other hand it reviews on customer satisfaction as dependent variable
in the study made up of variables similar to customer retention, customer commitment,
customer loyalty and customer trust.
Conceptual Framework
A conceptual framework is a written or visual presentation that explains the main
things to be studied. The factors, concepts or variables and the presumed relationship
among them. The main objectives of forming the conceptual framework are to help the
researchers in giving the direction to the research. Accordingly this conceptual framework
is made up of mobile banking services as independent variable of the study characterized
by flexibility, credibility, accessibility, privacy or security. There is also independent
variable which is customer loyalty indicted by Customer commitment, Customer loyalty,
Customer trust, Customer retention as shown in figure given below.
Independent variable Dependent variable
Source: Researcher, (2017) Figure 1: Conceptual framework
Mobile banking services Customer’s satisfaction
Customer commitment
Customer loyalty
Customer trust
Customer retention
Flexibility
Credibility
Accessibility
Privacy /Security

12
Mobile banking services
The Federal Reserve survey defines mobile banking as “using a mobile phone to
access your bank account, credit card account, or other financial account. Mobile banking
can be done either by accessing your bank’s web page through the web browser on your
mobile phone by text messaging or by using an application on downloaded to your mobile
phone”. The customers are required to follow a pre-determined process and procedure to
get the services offered by the bank such as: depositing, withdrawals, checking of
statement, Balance Inquiry as well as transfers within and outside the country requires
verification, authentication and finally transaction (Jepleting , Oscar & Bureti, 2013).
Mobile Banking is a process of no branch banking which provides financial
services to unbanked communities in both urban and rural areas at affordable cost. The aim
of the service is not to destroy branch banking, but to consider those people under the
umbrella of banking service that are away from banking facilities. The Government thinks
it has a great prospect as it is a new technology in digital Bangladesh. Through M-banking
one can avail various services i.e.; utility bill payment, Fund Transfer, Shopping, Cash
Withdrawn from selected ATM or Cash point and many more exciting facilities. But in
Bangladesh many people think traditionally, because they cannot think it has any facility
to use of mobile banking (Saleem & Rashid, 2011).
Historically, the uptake of mobile banking has been relatively low. This is
beginning to change. Much of the change is being driven by the world economic crises;
bank and financial service customers are utilizing their smart phones and cell phones to
obtain up-to-the minute financial information and to perform up-to-the minute transaction.
Banks enable their customers to use their mobile devices to check balance, monitor

13
transaction obtain other account information, transfer funds, locate branches or ATMs, and
sometimes playbills (Turban & Lee, 2004).
Mobile communication devices revolutionizing banking transaction by using
wireless networks and internet to attract customers, banks in general need to extend their
full range of services across a wide range of mobile, wireless devices without having any
impact on their infrastructure and delivery channels .and the most important role in
bringing mobile banking strategy to the market are wireless network and mobile (Rajeswari
& Malarvizhi, 2012).
Most banks deploy these mobile services through a variety of channels, although
the Internet and SMS are the most widely used that provides links to a number of banking
Web sites throughout the world that offer these services. On the one hand, customers can
access their accounts at via the browser on their Smartphone in much the same way they
would access their accounts from their desktop or laptop computers. On the other hand,
customers can send Chase Mobile shorthand SMS text messages to inquire about their
balances, payment due dates, or transaction histories (Turban & Lee, 2004).
Several factors have shown affect consumer acceptance of online and mobile
banking for example: demographic, consumer behavior, attitude, motivation, and
experience with computer, moreover showed the previous experience by using computers
and technology as well as people’s attitudes toward computer influences where people are
willing to use online banking Researches suggest that attitude factors such as: Internet
experience and the advantage of online banking ,perceived risk, perceived behavioral
control factors that predict to adopt Internet banking services (Kharis, 2012).
Mobile banking can help to make full access to the details and transactions of
personal bank accounts, as well as making credit installment and utility bill payments and

14
transferring funds. customers who use mobile banking must register for all service through
bank website and download the mobile banking application to their phones, once the
application are install you can use this service free of charge the only cost you have to pay
is the normal communication by the mobile operators (Al-Jabri & Sohail, 2012).
Mobile users require value-added services that can be feasible or non-feasible
according to existing technologies and M-Commerce such as reliability, ease of navigation,
security these characteristics summarized as follows: Easy and timely to information,
Immediate purchase opportunity, Provision wireless coupons based on user profiles, Bank
transaction through mobile terminals, Location management (Wang, 2003).
Today, most banks offer basic mobile banking services for their customers, the
most common services available today are: Account alert, security alerts and reminders,
Account balances updates and history, Customer service via mobile, Branch or ATM
location information, Bill pay; deliver online payments by secure agents and mobile
application, Transaction verification and Funds transfers. (Anand, 2007).
Importance of mobile banking
Mobile banking has lot of advantages for both providers .it has a multi beneficial,
banks do not require much investment and they do not even have to modify their existing
infrastructure. Banks can send the message in fewer efforts to huge number of people.
Mobile banking also helps Banks to form good relations with their customers; banks get
valuable data about the customers which help them in effective customer’s relationship
management practices. It facilities quick feedback and helps in customer retention and
customer loyalty (Saleem & Rashid, 2011).
When banks have customer database, they can use SMS advertising to give
information about their service to their existing customers. Customers enjoy anytime

15
anywhere banking with the help of their mobile phones, they don’t need to stand in the
queues or face the employees whom do not. Mobile banking is cost-effective for bankers
and customers’. Also the information can be stored automatically in mobile as a proof in
the form of SMS whether sent or receive (Angelovay & Sankar, 2012) .
Advantages for Mobile Banking Services
Access to a broader base of customers: one of the most important features is to access to
a broad base of customers across the world without being bound by a particular place or
time.
Provide full banking services and new: there are new banking operations should provide
the service in fast performance and accuracy.
The highest quality of banking services: the higher quality of the transactions that are
completed electronically be the likelihood of errors in which a few, because of the non-
interference of the human factor in their submission to customers, and therefore, the
possibility of providing services free of errors be high.
Increase the profitability of the customer: This is the point of the most important benefits
of e-banking services, where the use of technology in the completion of banking operations
became requires a shorter time and fewer visits by the client to the bank's branches, which
means dealing more and higher profitability for the customer and the company (ALjubehi
& Munir , 2005).
Disadvantages for Mobile Banking Services
Does not offer a secure environment that customer always prefer interface
interaction through making transactions.
Lack of confidentiality by not use receipt or signature in any transaction they do.

16
No offline (out of the coverage) capability because mobile services need internet
connection to use the application
Absence of bank’s marketing role because no interface face-face meeting (Andreou et al,
2000).
Users of mobile devices should be able to engage in activates such as: receiving
information and conducting transaction with ease Flexibility is a critical component to
decide to sue a new information technology application that show the degree to which a
person believes that using a particular system would be free of effort, the easier it is for the
customer to achieve customers’ aim in higher chances that will use the application in the
future (Behjati et al, 2012).
Mobile technology leads to great flexibility in working - for example, enabling
home working, or working while travelling. The growth of cloud computing has also
impacted positively on the use of mobile devices, supporting more flexible working
practices by providing services over the internet.
You can enable customers to pay for services or goods without having to write a
check or swipe a credit or use cash. More powerful solutions can link you directly into the
office network while working off-site to access such resources as your database or
accounting systems (Saleem & Rashid, 2011).
Flexibility of mobile banking services
Users of mobile devices should be able to engage in activates such as: receiving
information and conducting transaction with ease (Andreou, Chrysostomou & Schizas,
2009).
Flexibility is a critical component to decide to sue a new information technology
application that show the degree to which a person believes that using a particular system

17
would be free of effort, the easier it is for the customer to achieve customers’ aim in higher
chances that will use the application in the future (Behjati, Nahich & Haman, 2012).
Mobile technology leads to great flexibility in working - for example, enabling
home working, or working while travelling. The growth of cloud computing has also
impacted positively on the use of mobile devices, supporting more flexible working
practices by providing services over the internet. You can enable customers to pay for
services or goods without having to write a check or swipe a credit or use cash.
More powerful solutions can link you directly into the office network while working off-
site to access such resources as your database or accounting systems (Saleem & Rashid,
2011).
Privacy/ Security of mobile banking services
Is an E-service interaction between customers and companies gives opportunities
for companies to get information about customers, such as purchasing habits, needs and
details and information on their account and the size of transactions and movements of the
calculation, and many of these data that reflect customer privacy
bank should keep this Privacy Policy in some cases (Khraim, Al-Shoubaki & Kharaim,
2011).
Privacy mean provide services to specific customers but not others in the context
of privacy as services lending and cover the account in the event exposed the client, making
it possible to provide personal service to customers, can improve customer
satisfaction by providing personalized services to them, and customers will be reluctant to
change to other companies if banks were able to verify that. And maintain information on
participants in the banking services that the electronic banking service does not allow the
use of personal information to clients and customers as well as banks do not allow the use

18
of personal information must be characterized b secure electronic banking service in the
authorized banking operations (Lawrence & EL-Kiki , 2007).
Security and trustworthiness of usage of service was mentioned to be the most
important factor within target segments when deciding to choose mobile banking
An issue involves the introduction of trust as a main factor in the analyst of m-banking /m-
payment use. Nowadays evidence and intuition alike suggest that “trust” plays a main role
in use for example; users feel more comfortable to deal face-to-face contact while using
m-banking/m-payments system. A modified technology acceptance model that included a
trust available-perceived credibility -to predict m-banking, there modification also
included another variables like: self-efficacy, and a form of trusting one’s self.
Trust is multi faced concept, which must be handled carefully in any analysis of m-banking
/m-payment (Jepleting et al, 2013).
Studies recently showed that all the banks offering SMS banking were relying on
the password system and also SIM card registration where transaction can only be carried
out with registered. Out with registered SIM cards. However no bank had employed one-
time passwords where the customers are given once-off passwords which expire once they
are used on one transaction ( Thulani et al, 2011).
A crosscutting issue involves the introduction of trust as a factor in the analysis of
mobile banking or mobile payments use. Early evidence and intuition alike suggests that
trust plays a role in use (Porteous, 2007). For example, users feel more comfortable with
at least some face-to-face contact and assistance while using a mobile banking or mobile
payments system (Ling, 2004).
Ling (2004), proposed a modified technology acceptance model that included a
trust variable perceived credibility to predict mobile banking adoption in Taiwan. Yet their

19
modification also included another variable, self-efficacy, and a form of trusting one‘s self.
Indeed, trust itself is a multifaceted concept, which must be handled carefully in any
analysis of mobile banking or mobile payments use (Benamati, 2007).
Trust is a crosscutting concept in that people can trust (or mistrust) their own skills.
They can trust the interface, the network across which their funds travel, the representatives
of the institutions (channels) who control their money, and/or trust the institutions
themselves. And, of course, they can differentially trust various people in their networks:
some might be eligible as exchange partners using m-banking/m-payments systems while
others might not. These forms of trust may change over time with use of the system. People
might become more or less trusting along any of these dimensions as their experience of
the system changes, relative to friends, family, and others in the community (Maurer,
2008).
Credibility of mobile banking services
Credibility involves trustworthiness, believability, honesty. It involves having the
customer's best interest at heart. Contributing to credibility is: company's name, company's
reputation, personal characteristics of the contact personnel and the degree of hard sell
involved in interactions with the customer (Abigael , Sangoro & Philemon , 2013).
Perceived credibility is one of the most crucial issues in mobile phone banking in
that there are major concerns regarding the security of online systems; hackers have the
ability to retrieve personal information (Quittner, 2007).
Previously, invasion of customer privacy was relatively easy to manage or solve.
However, advances in information technology have made it possible for people to invade
privacy and compromise customers’ confidential matters (Rotheder, 2008).

20
Reliability is an important indicator of the measurement in quality, which is often
applied in the manufacturing industry and service sector? For bank customer system in the
process of service, each service will likely cause failure and lead to customer complaints.
Reliability is on time consideration, in the setting of the use of environmental conditions
or time conditions, and product or service can reach the required functional standard. In
short reliability is a product or survives whether in life or cycle process is normal, will be
influenced by the reliability of the level of satisfaction on the quality of good or service
(Alba, et al, 1997).
Internet information search elements reveal a perceptual dichotomy between
consumer’s “reliability of the information content and reliability n control and use of
technology”. Information reliability is related with diversity, depth and actuality of
information contents, the capacity of internet use and effects consumer’s satisfaction
(Yang, 2013).
According to yang (2013) , To save the reliability in banking services it is better
to understand the flow of bank counter service system, to investigate all possible failure of
the project on the system’s degree of influence over the counter service system, proposed
recommendation to optimize the bank counter service reliability according to the finding
(Lin & Wang , 2011).
Reliability means the stability of performance and delivery service properly and
better than the first time and meets the bank of what has been promised to the client, and
this includes: The accuracy of the accounts, files and errors do not occur, Providing
banking service properly, to provide service in a timely manner and in time her designer,
The stability of the performance level of service (fang et al, 2013).

21
Accessibility of mobile banking services
Accessibility involves approachability and ease of contact. It means the service is
easily accessible by telephone; waiting time to receive service is not extensive, convenient
hours of operations and convenient location of service delivery (Abigael , Sangoro &
Philemon , 2013).
Service accessibility as reflected in the number of banking offices per unit of market
are, represents an important component of the overall level of service provided to financial
consumers, the technology of internet has produced the internet banking that serves Bank’s
customers to do banking transaction anywhere as long as they can access to the internet
(Gunther, 1997) .
Consumers may access the websites or application based on how easy they are to
use and how effective they are in helping them accomplish their tasks (Zeithaml et al,
2002).
Service accessibility as reflected in the number of banking offices per unit of market
area that represents an important component of service provided to financial consumers
where banking offices are relatively spares (Gunther, 1997)
The international trend was toward decreasing the number of branches as a result
of investing in alternative delivery service channels as automatic teller machines (ATM),
which reduced operating cost for example the Bank of America closed one third of their
overall branch network while increasing automatic machines by declined over 9% from
6,480 in 1983 down to 5,876 in 1993 (Migdadi, 2012).

22
Customer satisfaction through Mobile Banking services
Satisfaction is a feeling that surfaces from an evaluation process, i.e. when the
consumer of a good or service compares what is received against what is expected from
the utilization of that good or service (Kotler, 2009).
Customer Satisfaction is always something more than a happy customer; it is
broadly used in commerce and business sector. Customer satisfaction is a term used in
business explaining about the quality of product and For some, it is also a key performance
indicator (KPI) of company service that are being provided by companies so as to fulfill
the need of their customers (Jayaraman, 2010).
Satisfaction is often confused with loyalty. Satisfaction is an emotional or feeling
reaction it is the result of a complex process that requires understanding the psychology of
customers. The range of emotion is wide with, for example, contentment, surprise,
pleasure, or relief. Satisfaction is influenced, in the end, by expectations and the gap
between perceived quality and expected quality, called "expectancy disconfirmation". The
figure below shows the predominant linkage of this process (Westbrook et al., 1999).
The significance of customer satisfaction cannot be dismissed while happy
customers are like free advertising for the company. It is necessary to put the customer at
the Centre of the business according to its strategies, events and processes. In fact, it is
easier and more profitable to sell to present customers than to find new ones. Organizations
are setting themselves strategies to ensure customer retention, and changing their
employees to be more customer-focused and service-oriented ( Mohsan et al., 2011).
All businesses have been affected to some degree and evolution which is
happening in the global market place. Now, not only the organizations aim to satisfy the

23
customers but they attempt to do this more efficiently and effectively than their rivals in
the competitive market place to attain their goals (Kotler & Armstrong, 2001).
The most important goal of an organization is to maintain customer loyalty and
focus on customer centric approach in their organizational and marketing strategies (Jain
& Singh, 2002). Bowen and Chen (2001) argue that having satisfied customers is not
sufficient. This is because customer satisfaction needs to have direct impact to customer
loyalty.
There is a rising recognition that the last objective of customer satisfaction
measurement should be customer loyalty. Many organizations merely categorize customer
satisfaction measurement as a type of “marketing intelligence” instead of using it as a
management tool to build customer service quality improvement processes and increase
profit (Sivadass & Prewitt, 2000).
Customer Loyalty as influenced by Mobile banking services
Heskett et al, (1994) suggested that “customer loyalty motivates customers for
repeat purchases and persuade them to refer those products or services to others. Duffy
(2003) proposed that customer loyalty is a feeling of association which a customer has
towards a brand. This feeling incites customer for acquiring a good or service repeatedly.
Subsequently this generates sizeable and better financial outcomes for the firm”.
Customer loyalty is not always easy to understand and many definitions have been
proposed. Let's first settle what customer loyalty is not. Customer loyalty is not customer
satisfaction. Satisfaction is a necessary but not sufficient criterion. We know that "very
satisfied" to "satisfied" customers sometimes switch to competitors (Prus & Randall,
1995).

24
Loyalty can be opposed to the actual profit-theory. This theory gathers the firm's
resources toward one unique goal: creation of profit. Reichheld views loyalty as “a value-
creation theory. The fundamental mission of a business is oriented toward the creation of
value for the customer and profit becomes a consequence of value creation. It turns out to
be a mean rather than an end” (Reichheld, 1996).
Loyalty is dead, the experts proclaim, and the statistics seem to bear them out. On
average, the U.S. corporations now lose half their customers in five years, half their
employees in four, and half their investors in less than one No, loyalty is not dead; it
remains a dominant key of success. In fact, the corporate leaders in loyalty that apply a
strategic loyalty-based management have enduring records of productivity, solid profits
and steady expansion (Reichheld, 1996).
More than a limited customer approach; the loyalty effect should be viewed as a
wide context in which all the key players of a firm are far more powerful, further reaching,
and more interdependent than we have ever imagined. There would be no customer loyalty
without loyal employees as there would be no loyal employees without long term investors.
We will later focus on the customer side, but the employees and the investors problematic
should be kept in mind during the entire process. We will also, now and then, show the
implications of such a three dimensional environment in which creating value for
customers has become a strategic issue.
The advantages of loyalty are numerous, but the implementation of such a culture
does not go without posing problems. What should be done, who should be responsible for
these changes, who should be targeted, and how should these changes be conducted are
some of the questions we will try to answer in this compilation of some classical theories
of the day (UNIPEDE, 1998).

25
Customer loyalty is not a response to trial offers or incentives. Customers who react
to incentives are often highly disloyal and they often leave as fast as they came. They are
very much inclined to respond to a competitor's incentive. Customer loyalty is not a strong
market share. High level of market share can also be influenced by other factors such as
poor performance by competitors or price issues. Customer loyalty is not repeat buying or
habitual buying. Some of your consumers choose your products because of convenience or
habits and they can be tempted to defect for any reason ( Payne et al, 1998).
Customer loyalty is a composite of a number of qualities. It is driven by customer
satisfaction, yet it also involves a commitment on the part of the customer to make a
sustained investment in an ongoing relationship with a brand or company. Finally,
customer loyalty is reflected by a combination of attitudes (intention to buy again and/or
buy additional products or services from the same company, willingness to recommend the
company to others, commitment to the company demonstrated by a resistance to switching
to a competitor) and behaviors (repeat purchasing, purchasing more and different products
or services from the same company, recommending the company to others) (Naumman,
1995).
Customer Trust as influenced by Mobile banking services
Different disciplines treat trust as a research interest in significantly different ways.
Trust can be categorized into three perspectives. First, trust is regarded as an individual
feature from the viewpoint of personality theorists. Second, trust is considered as a part of
relationship. Third, trust is a part of social and economic exchange. Viewed from the
individual level, trust is best understood by looking at the psychology of the person. Such
a perspective can explain why a person trusts and why trust declines or increases (Bodgan
& Joanna, 2013).

26
n terms of relationship perspective, Trust is a generalized expectation that others
will handle their freedom, their disturbing potential for diverse action, in keeping with their
personalities or, rather in keeping with the personalities they have presented and made
socially visible. A customer is any person who had, has or can have some interaction with
a salesperson or salespersons (Luhmann, 1999).
Customer trust is a customer’s perception of the salesperson’s credibility
(expectancy that the salesperson’s statements can be relied on) and benevolence (extent to
which the salesperson is interested in the customer’s welfare) (Doney & Cannon, 1997)
In any situation, trust is built over time, through numerous interactions between
individuals, between partners. However, in key customer-supplier relationships it is
irresponsible to rest on the effects of time to build the level of trust. Both partners must be
willing to speed up the process by engaging the time, resources, and effort needed to get to
know each other. Because a relationship between two companies is primarily a relationship
between people, it is important to enlist the right stakeholders as owners /drivers of the
future of the business partner relationship. For key customer-supplier relationships it is
important to manage the dynamics both within and across partner organizations (Gibb,
1978).
Customer Commitment as influenced by Mobile banking services
Commitment means feeling attached to and intending to ensure the continuity of a
relationship with a service provider or a brand. Commitment includes an intention to
further develop, not simply to maintain the relationships. Commitment as an affective
attachment and an intention to develop and maintain long-term relationships with exchange
partners (Udorn, Bloom,& Zeithaml, 1998).

27
The concept of commitment captures not only the continuity but also the growth in
relationships between exchange partners. Commitment is essential to successful long-term
relationships and an important driver of consumer loyalty (Anderson, & Hakan, Jan , 1994).
Two distinct types of commitment are documented in literature Calculative
commitment refers to the intent to continue the relationship, often motivated by high
switching costs and scarce alternatives, Affective commitment on the other hand indicates
an enduring attitudinal desire to maintain a relationship with a brand, based on
psychological attachment (Bendapudi & Berry , 1997).
Affective commitment is an important psychological force which is important to
development and maintenance of marketing relationships. Fullerton appears to believe in
the psychological influence of consumers in creating relations between consumers and
organizations it is therefore, implies that consumer thought processes plays a major role in
nurturing and maintaining relationships (Morgan& Hunt, 1994).
Customer Retention as influenced by Mobile banking services
Customer retention refers to the ability of a company or product to retain its
customers over some specified period. High customer retention means customers of the
product or business tend to return to, continue to buy or in some other way not defect to
another product or business, or to non-use entirely (Reinartz, Werner & Kumar , 2003).
Selling organizations generally attempt to reduce customer defections. Customer
retention starts with the first contact an organization has with a customer and continues
throughout the entire lifetime of a relationship and successful retention efforts take this
entire lifecycle into account. A company’s ability to attract and retain new customers is
related not only to its product or services, but also to the way it services its existing

28
customers, the value the customers actually generate as a result of utilizing the solutions,
and the reputation it creates within and across the marketplace (Reicheld, 1996).
Successful customer retention involves more than giving the customer what they
expect. Generating loyal advocates of the brand might mean exceeding customer
expectations. Creating customer loyalty puts ‘customer value rather than maximizing
profits and shareholder value at the center of business strategy The key differentiation in a
competitive environment is often the delivery of a consistently high standard of customer
service. Furthermore, in the emerging world of Customer Success Retention is a major
objective ( Morgan et al, 2006).
Customer retention has a direct impact on profitability. Research indicates that
engaged customers generate 1.7 times more revenue than normal customers, while having
engaged employees and engaged customers return a revenue gain of 3.4 times the norm.
The measurement of customer retention should distinguish between behavioral intentions
and actual customer behaviors. The use of behavioral intentions as an indicator of customer
retention is based on the premise that intentions are a strong predictor of future behaviors,
such that customers who express a stronger repurchase intention toward a brand or firm
will also exhibit stronger corresponding behaviors (Gupta, Sunil, & Valarie , 2009).

29
CHAPTER 3
RESEARCH METHODOLOGY
The term methodology refers to the theory of how research should be undertaken,
including the theoretical and philosophical assumptions upon which research is based and
the implications of the method or methods adopted (Saunder et al, 2003).
This chapter is the focus of the methodological aspects of the study “the influence
of mobile banking services on customer satisfaction referring to COPEDU PLC
(Headquarters) as a case study”.
The chapter will deeply provide an explanation for the choice of the method applied
by the researcher in the process of data collection, analysis and interpretation in order to
attain the research objectives. With this part the elements to be covered are follows:
research design, population and sampling technique, research instruments, data gathering
procedures, statistical treatment of data and ethical considerations.
Research Designs
Research design can be defined as a plan and the structure which is conceived as
to obtain answers to research questions. The plan is the overall scheme or program of the
research (Cooper & Shindrer, 2006)
The study mainly applied a descriptive statistics, and correlation research design.
The use of descriptive method makes it possible and securely on the judgment that
describing and discovering the respondents perceptions on the influence of mobile banking
services on customer and answer the predetermined research questions as mentioned in
chapter one. The descriptive survey design describes a given situation as it is. It helps to

30
records, analyze and, interpret the current status obtained in depth information on the
research work.
The correlation methods is one of the most and useful statistics. Correlation is a
single number that describes the degree of relationship between variables. With this
research the correlation methods was used to estimate and investigates the relationship
between the independent and the dependent variable of the study which are mobile banking
services and customer satisfaction respectively.
Population and Sample and Size
Population is the entire set of individuals of interest to research. Although the entire
population usually does not participate in a research study, the results from the study are
generalized to the entire population the “population” in statistics includes all members of
a defined group that we are studying on, collecting information for data driven decisions.
(Forzano & Gravether, 2003). Because of privacy and confidentiality, the bank could not
give the authentic number of registered customers using mobile banking. Therefore for the
researcher has no static number to use other than being left with an option of using
convenience sampling technique.
Sampling Technique
Sample size can be defined as a group of representative selected from the entire
population in order to be tested. The researcher selects a sample to serve a specific purpose,
even if this makes a sample less than fully representative (Zikmund, 2003). The researcher
has decided to apply convenience sampling method to select 61 respondents to represent
the survey population. A convenience sampling technique also known as grab sampling or
accidental sampling , is a type of no-probabilistic sampling that involve the sample being
drawn part of the population that is close to hand . That is a sample population selected

31
because is readily available and convenient as researchers are drawing on relationships or
networks to which they have easy access (Boxil Claudia, & wint, 1997).
Research Instruments
The data can be obtained from primary or secondary. Questionnaire, interview,
news conferences, brainstorming, voice vote, observation, and experimentation are
primary data but books, journals, research publications, newspapers, magazines, television,
radio, internet and report provided by secondary data. The researcher used primary in order
to obtain response and views of respondents on the research study, questionnaires were
distributed amongst respondents. In this view, questionnaires are set of related questions
developed from hypothesis, objectives of the research under study. In the research, the
researcher used questionnaires to collect the information related to the research study
(Saunder et al, 2003).
The researcher used Self structure questionnaire divided into three parts. Part one
is the respondents demographic profile where the respondents were requested to tick the
appropriate information, Part two is the perceptions of the respondents towards mobile
banking under COPEDU PLC, finally part three is similar to the information on customer
satisfaction. Part two and three are the level of agreement of the respondents on influence
of mobile banking on customer satisfaction by circling the proper number as described
below: 4= strongly agree, 3= agree, 2= disagree and 1= strongly disagree. The respondents
used the following interpretation of scales when answering questionnaire as indicated
below in the table 1.

32
Table 1
Interpretation of scales
Weight Scale Interpretation of the scale
1 Strongly Disagree (SD)
2 Disagree (D)
3
4
Agree (SA)
Strongly agree (SA)
Source: (Saunders, Philps, & Adrian , 2003)
Table 1show that the lowest scale is one and the highest is four. The respondents
were requested to circle their best option. In this study the data obtained through the
questionnaires, were analyzed using the Statistical Package of Social Science (SPSS) and
presented in chapter four. The questionnaire used in data collection was translated in
Kinyarwanda for some customers might not understand English .
The following table shows the period of one week used in process of distributing
and collecting questionnaires.
Table 2
Schedule of data collection using questionnaire
Source: Primary data, 2017
Date distributed
Questionnaires
retrieved
Questionnaires
Lost
questionnaires
Retrieved
rate
Missing
rate
17th
-4 15 11 4 73.3% 23.6%
18th.-
4 12 9 3 75.0% 25%
19th
-4 10 7 3 70.0% 30%
20th -
4 12 10 2 83.3% 16.6%
21th
-4 14 13 1 92.8% 7.14%
22th
-4 10 6 4 60.0% 40%
23th
-4 7 5 2 71.4% 28.5%
Total 80 61 19 76.25% 23.75%

33
Data Gathering procedures
There are two main types of data gathering: primary data and secondary data.
Primary data are data that are gathered and assembled specifically from the field for the
research project at hand (Williams, 2003).
For the current study, the main source was primary data. The researcher after
designing the questionnaire it was given to the advisor for verification, after the approval
of questionnaire by the advisor to be used for data collection, the dean of Business
administration faculty of AUCA, with recommendation letter granted the permission to
conduct the survey. Letter requesting the permission was sent to COPEDU PLC
(headquarters), and then they granted me the permission to conduct a research. Through
structured questionnaires were given to the selected employees for data gathering.
Statistical Treatment of Data
With this research, SPSS (Statistical Package for the Social Science) version 23
was used in the presentation of findings, analysis and interpretation. The presentation
focused on the research questions and research hypotheses. Descriptive-correlation
statistics were used in the research. Means, standard deviation, and Pearson correlation
were taken into consideration to make ease analysis.
Mean (M)
The best known and frequently used measure of the center of a distribution of a
quantitative variable is well known as the mean. The mean refers to “averaging adding up
the data points and dividing by how many there are” (Aggresti&Franklin, 2009).
By formula, Mean 

n
i
xi
n
X 1
1

34
Table 3
Evaluation of mean
Mean Evaluation
Mean = 1.50 – 2.49 Weak
Mean = 2.50 – 4.00 Strong
Standard Deviation (σ)
The standard deviation helps to measure how far or near from the mean. A measure
of the center is not enough to describe a distribution well. It tells the researcher about the
spread of the data. In summary, we have σ is typical distance from the mean, larger values
of σ represent greater spread, and σ =0 means that all observations take the same value.
σ denotes the value one standard deviation below the mean. σ denotes the value
one standard deviation above the mean, and σ, denotes the values that are one standard
deviation from the mean in their direction. By formula, SD=∑ √
𝟏
𝒏
(𝐱 − µ) 𝟐𝒏
𝒊=𝟏
Table 4
Evaluation of standard deviation
Standard deviation level of spreading
SD=0.5 Moderate
SD<0.5 homogeneity
SD˃0.5 heterogeneity
Source: (Aggresti&Franklin, 2009)
x x
x

35
Pearson Correlation
Pearson correlation is the tool of correlation analysis developed to study and
measure the statistical relationship that exists between two or more variables. When three
or more variables are considered, the study deals with multiple correlations. According to
Sander, (2000), correlations analysis, the purpose was to measure the strength and
closeness of the relationship between each independent variable to dependent variable.
Table 5
Evaluation of correlation
Correlation coefficient (positive) Label: positive/Negative
r=1
0.9<r<1
0.7<r<0.9
0.5<r<o.7
0<r<0.5
r=0
Perfect linear correlation
Positive strong correlation
Positive high correlation
Positive moderate correlation
Weak correlation
No relationship
Source: (Barret & Morgan, 2006)
Ethical Considerations
Research ethics concern the responsibility of researchers to be honest and respectful
to all individuals who may be affected by their research studies or their reports of studies’
results. Researchers are usually governed by a set of ethical guidelines that assist them to
make proper decisions and choose proper action (Gravetter and Lori-Anni, 2003).For that
reason this research work was conducted without any person harmed or faced any
consequences from the research activities. The literature used were from authors and this
research was not copied from existing academic work, instead the ideas of scholars were
synthesized into a comprehensive document to deepen the researcher and readers’
understanding on the influence of mobile banking on customer satisfaction . The data were
collected from field and only used for academic purpose.

36
CHAPTER 4
PRESENTATION OF FINDINGS ANALYSIS,
AND INTERPRETATIONS
Chapter four of the study of the influence of mobile banking services on customer
satisfaction emphases on presentation, analysis and interpretations of findings under study.
This is a part of statistical answers to the research questions written in chapter one of this
research work. In this study the findings are data collected from 61 customers that are users
of mobile banking services under COPEDU PLC-Rwanda. The statistical analysis was
done using statistical package for social sciences, (SPSS, Version 23). The presentations
of data are in form of tables. The chapter is classified into four sections: the first section is
the demographic profile of the respondents, the second section is the perceptions of
respondents on mobile banking services, the third section is the perceptions of respondents
on customer satisfaction provided by mobile banking services, and the fourth section is the
hypothesis verification between independent and dependent variable of the study.
Demographic Profile of Respondents
This section contains the demographic profile of respondents in terms of Gender,
Age group, marital status, academic qualification, employment status and the length of
period when customers using mobile banking services as summarized below in the table
six.

37
Table 6
Demographic profile of respondents
Table 6 demonstrates the statistical information on demographic profile of
respondents under study. Starting on the gender, the findings illustrated that, out of 61
Variables Frequency Percentage
Gender
Male 38 62.3%
Female 23 37.7%
Age Group
Under 25 years 11 18.0%
From 25-35years 28 45.9%
From 36-50years 14 23.0%
Above 50 years 8 13.1%
Marital Status
Single 29 47.5%
Married 32 52.5%
Educational
level
Primary school
Ordinary level
12
17
19.7%
27.9%
A2 certificate
Bachelor’s
degree
24
8
39.3%
13.1%
Master’s Degree
PhD
Length of
period using
mobile
banking
0
0
0%
0%
Below 1 year
Between 1-
3yerars
Between 3 -5
years
Above 5 years
Employment
status
Employed
Self-employed
Unemployed
Students
7
21
29
4
32
18
3
8
11.5%
34.4%
47.5%
6.6%
52.5%
29.5%
4.9%
13.1%
Source:
Primary data,
2017

38
respondents, 38 respondents representing 62.3% were men, 23 respondents representing
37.7% were women. Therefore it is clear that the number men were higher than women in
this study.
Discussing on age group, the results of the study demonstrated that, out of 61
respondents as indicated in table 6, the majority of respondents were aged from 25 to 35
years with a frequency of 28 representing 45.9%, followed by respondents aged from 36
to 50 years with a frequency of 14 representing 23 %, followed by respondents aged under
25 years with a frequency of 11 representing 18 %, lastly there were respondents aged
above 50 years with a frequency of 8 representing 13.1%. As a result it shows that
respondents aged from 25 to 35 years were the highest number regarding age in this study.
Regarding on marital status table 6 indicates that out 61 respondents, the majority
of respondents were married with a frequency of 32 representing 52.5%, and then 29
respondents representing 47.5 were not married. Consequently the people that are married
were higher compared with those not married in this study.
Concerning the academic qualification the findings from table 6 indicate that out of
61 respondents, 12 respondents representing 19.7% their education lever is primary school,
17 respondents representing 29.7 % they have ordinary level, 24 respondents representing
39.3 % they have a high school diploma, 8 respondents representing 13.1 % they hold a
bachelor’s degree, none of them holding PhD and master’s degree. Therefore the results
indicate that the highest number of people that participated in the study their education
level is high school.
Table 6 also indicates that out of 61 respondents, 7 respondents representing 11.5
% they are using mobile banking services in a period of less than 1 year, 27 respondents
representing 44 % they are in mobile banking services from 1 to 3 years, 29 respondents
representing 47.5 % they are using mobile banking services between 3 to 5 years, finally 4
respondents representing 6.6 % they are using mobile services in a period of above 5 Years.

39
As a result it shows that most of customers participated in the study they have started using
mobile banking services between 3 to 5 years.
Finally regarding the employment status the findings from table 6 indicate that out
of 61 respondents, 18 respondents representing 52.5 % were employed, 18 respondents
representing 29.5 % were self-employed, 3 respondents representing 4.9% were
unemployed in other word they do not have job, 8 respondents representing 13.1 % were
students. Therefore the results indicate that the highest number of customers that are users
of mobile banking participated in the study were self-employed.
Perceptions respondents on mobile banking services
This section presents the customers’ perceptions towards mobile banking services
as an independent variable of the study. The variables analyzed are flexibility, credibility,
accessibility and Privacy as demonstrated from table 7 to 10.
Perceptions of respondents on flexibility
Table 7 illustrates the findings from respondents on flexibility as an indicator of
mobile banking services independent variable of this study.
Table 7
Perceptions of respondents on flexibility
Variables Mean CM SD CstD
I am able to use my cell phone for any
banking transactions.
3.69 S 0.45 HO
With my mobile phone I have access
on my bank account wherever I am
because of mobile banking services.
3.45 S 0.48 HO
I regularly receive the information
concerning the transaction I perform
with COPEDU PLC via my mobile
phone all the time.
2.31 W 0.54 HE

40
Instructions for using mobile banking
services are easy to follow.
3.48 S 0.47 HO
Overall mean 3.23 S 0.49 HO
Source: primary data, 2017. Key: S- Strong, W-Weak, HO-Homogeneity, HE- Heterogeneity
The statistical analysis from table 7 indicates the highest mean of 3.69 while the
lowest mean is 2.31. The respondents further declared that they are able to use their cell
phone for any banking transactions. This is presented with a mean of ( X =3.69) and
standard deviation of (SD=0.45) interpreted as strongly agree indicating that the
respondents were collectively in the same understanding.
The majority of the respondents indicate that with their mobile phone they have
access on their bank account wherever they are because of mobile banking services. This
is presented with a mean of ( X =3.45) and standard deviation (SD=0.48) interpreted as
strongly agree, showing that respondents shared common insights.
The Common respondents declared that they don’t receive in regularly the
information concerning the transaction they perform with COPEDU PLC when using
mobile phone. This is presented with a mean of ( X =2.31) and standard deviation of
(SD=0.54) interpreted as weak, meaning that the respondents shred negative opinions.
The respondents lastly have strongly agreed with a mean of ( X =3.48) and standard
deviation of (SD=0.47) interpreted as strongly agree that Instructions for using mobile
banking services are easy to follow indicating that the respondents were in the same sense.
In general all variables of flexibility of using mobile banking services have scored
a strong overall mean of ( X =3. 23) with a standard deviation of (SD=0.49). This means
that in general customers appreciate the flexibility of mobile banking of COPEDU PLC.

41
Perceptions of respondents credibility
Table 8 illustrates the findings from respondents on accessibility as an indicator of
mobile banking services independent variable of this study.
Table 8
Perceptions of respondents on credibility
I believe in mobile banking as services
intended to enable me to have an easy access
on my bank account.
3.57 S 0.40 HO
I trust the COPEDU PLC that helps me to
make the transactions on my bank account via
my cell phone.
3.24 S 0.49 HO
I consider COPEDU PLC as dependable
institution regarding mobile banking services.
2.97 S 0.59 HE
I will continue using mobile banking services
since the transactions cost are less.
2.38 W 0.71 HE
Overall mean 3.04 S 0.55 HE
The statistical evidences in the table 8 indicate the highest mean of 3.57 with the
lowest mean of 2.38. The respondents believe in mobile banking as services intended to
enable them having an easy access on their bank accounts. This is presented with a mean
of ( X =3.57) and standard deviation of (SD=0.40) interpreted as strongly agree, meaning
that respondents shared common perceptions.
The respondents further strongly agree that they trust COPEDU PLC that helps them
to make the transactions on their bank accounts using their cell phone. This is presented
with a mean of ( X =3.24) and standard deviation of (SD=0.49), indicating that the
The respondents agree however in disparity that they consider COPEDU PLC as
dependable institution regarding mobile banking services. This is shown with a mean of (

42
X =2.97) and standard deviation of (SD=0.58) showing that respondents were having
different views
Respondents declared that will not continue using mobile banking services because
the transactions cost are not less. This is presented with a mean of ( X =2.32) and standard
deviation of (SD=0.71) this means that respondents shared negative views.
In general all variables of credibility of using mobile banking services have scored
a strong overall mean of ( X =3.04) with a standard deviation of (SD=0.55). This means
that in general mobile banking services of COPEDU PLC is credible to customers.
Perceptions of respondents on accessibility
Table 9 illustrates the findings from respondents on accessibility as an indicator of
mobile banking service independent variable of this study.
Table 9
Perceptions of respondents on accessibility
I use a short time when using mobile service by my
cell phone.
3.06 S 0.57 HE
It absolutely easy to make banking transaction with
cell phone.
3.27 S 0.48 HO
When I use a mobile phone for banking
transactions the time is short to receive service.
3.42 S 0.54 HE
Mobile banking almost fulfills the services I need
about my bank account.
3.33 S 0.46 HO
The statistical evidences in the table 9 show the highest mean of 3.42 with the
lowest mean of 3.06. The respondents agree though in disparity that they use a short time
when using mobile service by cell phone, this is presented with a mean of ( X =3.06) and

43
standard deviation of (SD=0.57), indicating that in general the respondents were having
different perceptions.
The respondents indicate that, it is easy making banking transaction with cell
phone. This is indicated by a mean of ( X =3.27) and standard deviation (std. D=0.48)
interpreted as strongly agree, showing that normally respondents shared the same views.
The respondents also have agreed with a mean of ( X =3.42) and standard deviation
of (SD=0.54) that When they use a mobile phone for banking transactions the time is short
to receive service, showing that respondents shared different views.
The majority of respondents indicate that Mobile banking almost fulfills the
services they need concerning their bank accounts. This is presented with a mean of ( X
=3.33) and standard deviation (SD=0.46), showing that respondents shared the same
perceptions.
In general the given overall mean was ( X =3.27) with a standard deviation of
(SD=0.51) on all variables of accessibility indicating that in general mobile banking of
COPEDU PLC is accessible service for customers.
Perceptions of respondents on privacy/security
Table 10 illustrates the findings from respondents on privacy/security as an
indicator of mobile banking services independent variable of this study.
Table 10
Perceptions of respondents on privacy/ security
I believe that COPEDU PLC has the
ability in mobile banking to protect my
privacy.
3.21 S 0.43 HO
I fell secured when I make transactions
related to cash on my bank account using
my cell phone.
3.65 S 0.37 HO

44
I don’t worry for all services given via my
mobile phone.
3.47 S 0.46 HE
I totally believe that using mobile banking
on my bank account is secured.
3.28 S 0.48 HE
Table 10 shows the highest mean of 3.65 with the lowest mean of 3.21 .The
respondents strongly agree that they believe the ability COPEDU PLC has in mobile
banking to protect their privacy. This is presented with a mean of ( X =3.21) and standard
deviation of (SD=0.43), means that in general the respondents were perceived in the same
way.
The respondents indicate that they fell secured when making transactions related to
cash on their bank account using cell phone. This is presented with a mean of ( X =3.65)
and standard deviation (SD=0.37) interpreted as strongly agree, showing in general that
respondents shared collective views.
The respondents also have strongly agreed with a mean of ( X =3.47) and standard
deviation of (SD=0.46) interpreted as strongly agree that they don’t worry for all services
given via their mobile phone, meaning that the respondents were in the same sense.
The majority of the respondents indicate that they totally believe that using mobile
banking on my bank account is secured. This is presented with a mean of ( X =3.28) and
standard deviation (SD=0.48) interpreted as strongly agree, showing that the respondents
were collectively in the same understanding.

45
In general the given overall mean was ( X =3.40) with a standard deviation of
(SD=0.43) on all variables of privacy or security indicating that in general customers agree
with security of using mobile banking under COPEDU PLC.
Perceptions of respondents on customer satisfaction
This section presents the customers’ perceptions towards customer satisfaction as
a dependent variable of this study. The variables analyzed are customer loyalty, customer
commitment, customer retention, and customer trust as demonstrated from table 11to 14.
Perceptions of respondents on customer loyalty
Table 11 illustrates the findings from the respondents on customer loyalty as an
indicator of customer satisfaction of this study a dependent variable of this study.
Table 11
Perceptions of respondents on customer loyalty
I expect to continue using mobile
banking since its services is credible.
3.18 S 0.46 HO
I am interesting to ask for additional
services of mobile banking because it is
flexible.
3.46 S 0.40 HO
I am encouraged to use mobile banking
because there is accessibility in all
services.
3.39 S 0.42 HO
I will keep using mobile banking
services since there is a high privacy in
service delivery.
3.14 S 0.49 HE
Table 11 indicates the highest mean of 3.46 with the lowest mean of 3.14. The
respondents strongly agree that they expect to continue using mobile banking since its

46
services is credible. This is presented with a mean of ( X =3.18) and standard deviation of
(SD=0.46), in general the respondents were perceived in the same way.
The respondents indicate that they are interesting to ask for additional services of
mobile banking because of flexibility. This is presented with a mean of ( X =3.46) and
standard deviation (SD=0.40) interpreted as strongly agree, showing that normally the
respondents shared collective views.
The majority respondents are encouraged to use mobile banking because there is
accessibility in all services. This is presented a mean of ( X =3.39) and standard deviation
of (SD=0.42), interpreted as strongly agree indicating that the respondents shared the same
opinions.
The majority of respondents indicate that they will keep using mobile banking
services since there is a high privacy in service delivery. This is presented with a mean of
( X =3.14) and standard deviation (SD=0.49) interpreted as strongly agree, showing that
In general, the given overall mean was ( X =3.29) with a standard deviation of
(SD=0.44) on all variables of customer loyalty indicating that in general mobile banking
of COPEDU PLC is a loyal service for users .
Perceptions of respondents on customer commitment
Table 12 demonstrates the findings from the respondents on customer commitment
as an indicator of customer satisfaction a dependent variable of the study.

47
Table 12
Perceptions of respondents on customer commitment
I would recommend other banking
clients to use mobile banking because
its services are credible.
3.31 S 0.48 HO
I am committed to use mobile banking
since I get the suitable Services to my
expectations.
3.44 S 0.45 HO
I will continue using mobile banking
because I am assured of safety of
my bank account.
3.37 S 0.41 HO
It will keep sing mobile banking
because I don’t lineup for service.
3.24 S 0.47 HO
Table 12 demonstrates the highest mean of 3.44 with the lowest mean of 3.24. The
customers would recommend other banking clients to use mobile banking because of its
credibility. This is presented with a mean of ( X =3.31) and standard deviation of
(SD=0.48), meaning that in general the respondents were perceived in the same way.
The respondents indicate that they are committed to use mobile banking because
they get suitable Services to their expectations. This is demonstrated with a mean of ( X
=3.44) and standard deviation (SD=0.45) interpreted as strongly agree, showing that
normally the respondents shared the same views.
The respondents also strongly agree that they will continue using mobile banking
because for they are assured of safety for their bank accounts. This is indicated with a mean
of ( X =3.37) and standard deviation of (SD=0.41), indicating that the respondents were
perceived in the same way.
The majority of the respondents indicate that will keep sing mobile banking because
I don’t lineup for service. This is presented with a mean of ( X =3.24) and standard

48
deviation (SD=0.47) interpreted as strongly agree, showing that respondents were
collectively in the same understanding.
(SD=0.45) on all variables of customer commitment indicating that in general mobile
banking users of COPEDU PLC are committed for services.
Perceptions of respondents on customer trust
Table 13 demonstrates the findings from the respondents on customer trust as an
indicator of customer satisfaction a dependent variable of the study.
Table 13
Perceptions of respondents on customer trust
I believe all banking services I consume using
my mobile phone.
3.57 S 0.42 HO
I know well that using my cell phone in banking
transactions is a secured way.
3.11 S 0.55 HE
I totally confident to use my cell phone in
banking services because there it is flexible.
3.48 S 0.43 HO
I definitely encouraged keeping bank
transactions via my mobile phone since the
system is credible.
3.35 S 0.47 HO
Table 13 demonstrates the highest mean of 3.57 with the lowest mean of 3.11 the
respondents indicate that they believe all banking services consuming using my mobile
phone. This is presented with a mean of ( X =3.57) and standard deviation of (SD=0.42),
meaning that in general the respondents were perceived in the same way.

49
Respondents agree however in disparity that they know well that using cell phone
in banking transactions is a secured. This is presented with a mean of ( X =3.11) and
respondents shared the different views.
The majority of respondents are totally confident to use cell phone in banking
services because there is flexibility. This is indicated by a mean of ( X =3.48) interpreted
as strongly agree means that the respondents shared the sane views.
The majority of respondents indicate that they definitely encouraged keeping bank
transactions via mobile phone since the system is credible .This is presented with a mean
of ( X =3.48) and standard deviation (SD=0.44) interpreted as strongly agree, showing that
(SD=0.47) on all variables of customer trust indicating that in general customers trust all
services consumed using mobile banking of COPEDU PLC.
Perceptions of respondents on customer retention
Table 14 demonstrates the findings from respondents on customer retention as an
indicator of customer satisfaction a dependent variable of the study.
Table 14
Perceptions of respondents on customer retention
I am willing to maintain my bank account in
mobile banking system since I feel secured
with services.
3.25 S 0.46 HO
I wish to continue using mobile in the future
because services are credible.
3.04 S 0.57 HE

50
I am encouraged for additional services of
mobile banking because there is accessibility
of service provider.
3.16 S 0.52 HO
I will continue to be in the system of mobile
banking because there is flexibility in services.
3.35 S 0.43 HO
Source: primary data, 2017
Table 14 demonstrates the highest mean of 3.35 with the lowest mean of 3.04.The
respondents indicate that are willing to maintain their bank accounts in mobile banking
system because they feel secured with services. This is presented with a mean of ( X =3.25)
and standard deviation of (SD=0.46), meaning that in general the respondents were
perceived in the same way.
The respondents agree however in disparity that they wish to continue using mobile
in the future because services are credible. This is presented with a mean of ( X =3.04) and
respondents shared different opinions.
The respondents agree however in disparity that they are Encouraged for additional
services of mobile banking because there is accessibility of service provider. This is
demonstrated with a mean of ( X =3.16) and standard deviation of (SD=0.52) showing that
respondents shared different perceptions.
The majority of respondents indicate that they will continue being in the system of
mobile banking because there is flexibility in services. This is presented with a mean of (
X =3.35) and standard deviation (SD=0.43) interpreted as strongly agree, showing that
(SD=0.51) on all variables of customer retention meaning that in general customers are

51
willing to continue consuming all services provided using mobile banking of COPEDU
PLC.
Hypothesis verification
The research hypothesis was tested using Pearson Correlation to find out if
relationship exists between mobile banking services (independent variable of the study)
and customer satisfaction (dependent variable of the study) and the results are
demonstrated below in Table 15.
TABLE 15
Hypothesis verification between independent and variable
Mobile banking
services
Customer
satisfaction
Mobile banking
services
Pearson Correlation 1 0.874
Sig. (2-tailed) .000
N 61 61
Customer
satisfaction
Pearson Correlation 0.874 1
Sig. (2-tailed) .000
N 61 61
Source: primary data, 2017 Correlation is significant at the 0.01 level (2-tailed).
The hypothesis examined the correlation between mobile banking services
(independent variable) and customer satisfaction (dependent variable) of the study in
COPEDU PLC (Headquarters) as shown in the table 15. The evidences from table 15 show
a correlation between Mobile banking services and customer satisfaction equal to 0.874
which falls in intervals of 0.8<r<0.9 interpreted as a positive high correlation. Therefore
the null hypothesis HO saying that there is no significant relationship between Mobile
banking services and customer satisfaction is rejected. Therefore, the conclusion is that
Mobile banking services in COPEDU PLC positively Influence customer satisfaction that
are mobile banking users.

52
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATONS
This chapter provides the summary, conclusion, and recommendations of the
results from the data collected and analyzed on influence of mobile banking services on
customer satisfaction’’ with a case study of COPEDU PLC (Headquarters).
Summary
The main objective of this study was to analyze the mobile banking services and its
influence on customer satisfaction referring to COPEDU PLC (Headquarters). In order to
attain the objective of the study, the following three fundamental questions were taken into
account: What are the perceptions of respondents on mobile banking services at COPEDU
PLC (Headquarters), Kigali-Rwanda? What are the perceptions of respondents on
customer satisfaction at COPEDU PLC (Headquarters), Kigali-Rwanda? Is there a
significant relationship between mobile banking and customer satisfaction at COPEDU
PLC (Headquarters), Kigali-Rwanda?
Different concepts, theories and available related literature published on the mobile
banking services with its flexibility, credibility, accessibility and privacy, and Customer
satisfaction denoted by customer loyalty, customer retention, customer commitment and
customer trust were used to support the study.
The respondents of the study were 61 customers that are the users of mobile
banking services under COPEDU PLC and were selected using convenience sampling
method, the instrument used in data gathering was questionnaire. Descriptive and
correlation research design were applied through a Statistical package of social science
SPSS. Generally concerning on the demographic profile of respondents as demonstrated in

53
Table 6 is that on gender 62.3% were men and 37.7% were women. on age group
respondents aged from 25 to 35 years were 45.9%, respondents aged from 36 to 50 years
were 23 %, respondents aged under 25 years were 18 % and respondents aged above 50
years were 13.1%. On marital status 52.5% were married, and 47.5% were not married. On
the academic qualification 19.7% their education lever is primary school, 17 respondents
representing 29.7 % they have ordinary level, 39.3 % they have a high school diploma,
13.1 % they hold a bachelor’s degree.
On period when using mobile banking services, 11.5 % they are using mobile
banking services in a period of less than 1 year 44 % they are in mobile banking services
from 1 to 3 years, 47.5 % they are using mobile banking services between 3 to 5 years, 6.6
% they are using mobile banking services in a period of above 5 Years. On employment
status 52.5 % were employed, 29.5 % were self-employed, 4.9% were unemployed, and
13.1 % were students.
The research findings also revealed that respondents appreciate mobile banking
services offered by COPEDU PLC since all these variables similar to flexibility credibility,
accessibility and privacy were taken into consideration when assessing the perceptions of
respondents on mobile banking services in COPEDU PLC have all scored a strong overall
mean of 3.23, 3.04, 3.27, and 3.40 respectively.
Concerning the customer satisfaction the investigation discovered that customers
are satisfied with mobile banking services offered by COPEDU PLC; this is based on the
facts that all variables assessed to know if customers are satisfied indicated a strong overall
mean of 3.29 on customer loyalty, 3.23 on customer commitment, 3.38 on customer trust
and 3.20 on customer retention.

54
Finally, the Pearson Correlation between independent and dependent variable was
computed and analyzed in order to find out if the relationship exists between mobile
banking services and customer satisfaction, after verifying it was found they correlate each
other with a positive high correlation of 0.874 indicating that mobile banking services of
COPEDU PLC significantly influences customers satisfaction.
Conclusion
The main objective of this study was to analyze mobile banking services and its
influence on customer satisfaction referring to COPEDU PLC as a case study. After
analyzing data collected to mobile banking users, the research findings revealed that
customers appreciate mobile banking services of COPEDU PLC in terms of flexibility,
credibility, accessibility and privacy. The investigation also found that mobile banking
services of COPEDU PLC stimulate to satisfaction of customers in terms of customer
loyalty, customer commitment, customer retention and customer trust. As a result it was
concluded that mobile banking services of COPEDU PLC positively influence customer
satisfaction.
Recommendations
After conducting a research study, a researcher has to recommend on some weak
points for improvement. Therefore with this study at COPEDU PLC-Rwanda, referring on
the research findings in the table 7 some respondents doubt whether they regularly receive
the information concerning the transaction they perform with COPEDU PLC via mobile
phone all the time. Hence I recommend the management team of COPEDU PLC to revise
and upgrade the system of mobile banking so that mobile banking users might be receive
on time every service performed.

55
On table 8 research findings showed that some respondents have a doubt to continue
using mobile banking services because of transactions cost. Therefore as advices,
COPEDU PLC should does an adjustment for the transaction cost in all mobile banking
services for setting the prices that are affordable to customers .

56
REFERENCES
Abigael, J. , Sangoro, O. & Philemon, B . (2013). effects of mobile banking on customer
satisfaction. A case of equity bank of eldoret town,International journal of
Innovative Research in Management, (2), 3, 29-36.
Aggresti, A. &Franklin, C. (2009). , the art and science of learning from data. london:
Pearson Education Inc.
Alba, J., Lynch, J., Weitz, B., & Janiszewski, C. (1997). (1997). Interactive Home
Shopping Consumer, Retailer and Manufacturer Incentives to Participate in
Electronic Marketplace. Journal of Marketing, 61(3), 38–53.
Al-Jabri, I. & Sohail, M. (2012). Mobile Banking Adoption: Application of Diffusion of
Innovation Theory Journal of Electronic Commerce Research, 13(4), 379–391.
Amin, B, R. & Muhammad, M. (2007). “An analysis of mobile banking acceptance by
Malaysian customers,” Universiti Malaysia Sabah Sunway,
Academic Journal 4,78-85
Anand, A. (2007). E-Satisfaction, A Comprehensive Framework International Marketing
Conference. Marketing and Society Journal, 6(3), 440–490.
Anderson, T,. & Hakan, J . (1994) .Dyadic Business Relationships within a Business
Network Context, Journal of Marketing, 58:1-15.
Andreou, A., Chrysostomou, C. & Schizas, C (2009). Mobile Commerce Applications
and Services Unpublished PhD Thesis, University of Cyprus, Cyprus.
Arab Advisors report of smart phones users. Retrieved on March 7, 2017
Fromhttp://www.arabadvisors.com.
Barret & Morgan. (2006). Research methods. Atlanta: Thomson Learning.
Beard, R. (2014). “Why Customer Satisfaction is Important (6 Reasons)” Customer
Satisfaction European Journal of Business and Management, 7, 178-183.
Behjati,.S Nahich, M. & Haman, S. (2012). International Between E-service Quality and
E-satisfaction and Loyalty. European Journal of Business and Management
, 4(9), 75–85.
Benamati, J. (2007). Trust and distrust in online banking: Their role indeveloping
countries. Information Technology for Development, 13(2),161-167.
Bendapudi, F & Berry, K . (1997). Customers' motivation for maintaining relationships
with service providers, Journal of Retailing, 73:15-37.
Boxil, H., Claudia, D, & wint, P. (1997). introductions to social research: with the

57
applications to the caribbean . University of the West indies press.
Cohen, D. Gan, C. Yong, H and E. Choong, E (2006) “Customer Satisfaction:
A Study of Bank Customer Retention in New Zealand,”
Presented at the Commerce Division, Discussion Paper 109, 43-52
Cooper & Shindrer. (2006). Business Research Method. New york: McGraw-Hill.
Doney, E & Cannon, B. (1997). An Examination of the Nature of Trust in Buyer-Seller
Relationships,Journal of Marketing, 23, 101-106.
Forzano & Gravether. (2003). Research methods. USA, ATLANTA: Thomoson
Learning.
Gibb, J. (1978). Trust, a New View of Personal and Organizational Development Guild
of Tutors Press. Los Angeles: International College.
Gravetter and Lori-Anni. (2003). Research methodology. New york: McGraw-Hill.
Gunther, J. (1997). Geographic Liberalization and the Accessibility of Banking Service
in Rural Areas.UnPublished PhD Thesis, University of Texas, Texas.
Gupta, B, Sunil, A & Valarie, N . (2009). "Customer metrics and their impact on
financial performance." Marketing Science (25) 6, 718-739.
Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser Jr., W.E. Schlesinger, L.A., (1994.
Putting the service profit chain to work. Harvard Business Review, 105-111.
Heba, K, A & Shafig, I, H . (2014). The Impact of Mobile Banking on Enhancing
Customers’E-Satisfaction: An Empirical Study on Commercial Banks in Jordan
International Business Research; 7,10; , 123-139.
Jain & Singh. (2002). Customer lifetime value research in marketing: A review and
future directions. Journal of Interactive Marketing, 16(2), 34-46.
Jepleting, A, Oscar, S & Bureti, P. (2013). Effects of Mobile Banking on Customer.
International Journal of Innovation Research in Management, 3(2), 29–40.
Kantengwa, A. (2011). Financial Cooperatives in Rwanda: Historical Background and
Regulation, Kigali, Rwanda.
Kharis, L. (2012). The Adoption of Online Banking: a Jordanian Perspective. European
Journal of Business and Management, 4(16), 163–177
Kharis, L. (2012). The Adoption of Online Banking :a Jordanian Perspective. European
Journal of Business and Management, 4(16), 163–177.
Khraim,H .Shoubaki, Y. & Kharaim, A. (2011). Factors Affecting Jordanian Consumers’
Adoption of Mobile Banking Services. International Journal

58
of Business and Social Science, 2(20), 96–105.
Kotler, P. & Armstrong, M. (2001). Principles of Marketing (14th ed.). New Jersey:
Prentice Hal.
Kotler, P.Keller, K. L., Koshy, A., & Jha, M. (2009). Marketing management: A South
Asian perspective (13th ed.). New Delhi, DL: Pearson Prentice Hall.
Lawrence, B & EL-Kiki, N . (2007). Mobile User Satisfaction and Usage Analysis Model
of M-Governmen Services. Unpublished PhD Thesis, University of Technology
Sydney, Australia.
Lewis, N. Palmer, A and Moll, A. (2010). “Predicting young consumers take up of
mobile banking services,” International Journal of BankMarketing, 28,
5, 410-432.
Ling, R & Wang, M . (2011). . Determinants of User Acceptance of Internet Banking.
International Journal of Service Industry Mangment, 14(5), 501–519.
Ling, R. (2004). The mobile connection: The cell phone's impact on society. SaFransisco:
: Morgan Kaufmann.
Luhmann. (1999). Trust and power. Chichester: John Wiley.
Masrek, M., Omar, U., & Khairuddin, I. (2012). Mobile Banking Utilization, Satisfaction
and loyalt. ScienceSeries Data Report Journal, 4(12), 20.
Maurer, B. (2008). Retail electronic payments systems for value transfers in
thedeveloping world. California: University of California Press.
Migdadi, Y. (2012). The Developing Economies’ Banks Branches Operational Strategy
in the Era of E-Banking.Journal of Emerging Technology in Web Intellegence,
4(2), 189–197.
Morgan & Hunt. (1994). The commitment-trust theory of relationship, marketing Journal
of Marketing,58: 20–38.
Muhsina, j & Imran, I. (2015). Factors Influencing Customer Satisfaction of Mobile
BankingServices: A Study on Second - Generation Banks, European
Journal of Business and Management.,7,26-29.
Murgatroyd. P., Dry, J., Power, T. & Postgate W. (2012). Rwanda Financial Sector
Development Program, First initiative, Kigali, Rwanda.
Naumman, E. (1995). Creating customer value. Cincinnat: Thomson Executive Press.
Okazaki, S. (2005). New Perspectives on M-commerce Research”, Journal of Electronic
Commerce Research,. 6,3, 232-239
Porteous, D. (2007). Just how transformational is m-banking? . Pretoria : FinMark trust .

59
Prus & Randall. (1995). Understanding your customers", Marketing Tools Magazine, 9,
56-61.
Rajeswari & Malarvizhi. (2012). Users’ Criteria for Selecting Mobile Banking Services
in Coimbatore.Asian Journal of Research in Marketing, 1(1), 1–10.
Reicheld, F. (1996). "The Loyalty Effect: The hidden force behind growth, profits and
lasting value. Watertown MA: Business Harvard Review.
Reichheld, F. (1996). Loyalty-based management", Harvard Business Review,1 64-73.
Reinartz, Werner & Kumar . (2003). "The impact of customer relationship characteristics
on profitable lifetime duration." Journal of marketing 67, 1, 77-99.
Saleem, Z & Rashid, K. (2001). Relationship between Customer Satisfaction and Mobile
Banking Adoption in Pakistan. International Journal of Trade, Economics and
Finance, 2(6), 537–544.
Saunder et al. (2003). Research Methodology for Business Students. New Delhi: pearson
education.
Saunders, Philps, & Adrian . (2003). Research methods for business students. Jersey:
Prentice Hall.
Sivadass, R & Prewitt, G. (2000). An Examination of the Relationship between Service
Quality, Customer Satisfaction, and Store Loyalty. International Journal of Retail
& Distribution Management, 28(2), 73-82.
Thulani, D., Kosmas, N., Collins, M., & Lloyd, C. (2011). Adoption and Use of
SMS/Mobile Banking Services. Journal of Internet Banking
and Commerce, 16(2), 1–5.
Turban, E & Lee, M. (2004). Electronic Commerce: A managerial perspective. Upper
Saddle River. New Jersey: Pearson Education, Inc.
UNIPEDE. (1998). Conference on Customers & Markets", Speeches & Slides. Lisbon.
Wang, M. (2003). Assessment of E-service Quality via E-Satisfaction in E-Commerce
Globalization. EJISDC Journal, 11(10), 1–4.
Williams. (2003). Research in Social Work. USA: Pearcock Publishing,INC.
Yang, K & Fang, L. (2013). A Study of Optimization on Bank Counter Service
Reliability. Unpublished PhD Thesis, Chung Yang Christian University, China.
Zikmund. (2003). Business Research Methods 7th Edition. New York.

60
APPENDIXES
RESEARCH INSTRUMENT, QUESTIONNAIRE DESIGNED FOR
CLIENTS AS MOBILE BANKING USERS.
Researcher: ETIENNE NZABIRINDA
Date: _____________________
Dear respondent,
This questionnaire is designed for obtaining data necessary for my research topic “The
influence of mobile banking services on customer’’
Please provide below your personal and professional information according to the scaling system
provided by picking one of the given answers below.
SECTION A: (Demographic profile)
1. Please specify your gender.(Tick one option only) Male [] Female []
2. Please specify your age group.(Tick one option only)
3. Indicate your marital status. a) Not married [] b) married []
4. Indicate your highest academic qualification. (Tick one option only)
a) Primary school Certificate []
b) Ordinary Level Certificate []
c) Master’s degree []
d) Diploma Certificate []
e) Bachelor’s degree []
f) PHD degree []
Others, Please Specify___________________________________
5. Indicate the length of period when using mobile banking (Tick one option only)
Below 1 year [ ] 1 - 3 years [ ] from 3 years to 5 years above 5 years [ ]
a) below 25 years old []
[ ]
A) From 25 to 35 years old []
b) from 36 to 50 yers old [] B) above 50 years old []
C)

61
6. Indicate your occupational status: Employed [] Unemployed[] Student [] others []
The statements below look at the influence of mobile banking services on customer
satisfaction at COPEDU PLC. Please indicate your level of agreement with each of the statement
below by circling the appropriate number (1, 2, 3, or 4). The value of each number is presented in
KEY below as follow:
KEY:
Statements
Strongly
Disagree
Disagree
Agree
Strongly
Agree
Flexibility(Tick one option only -per row)
)
SD D A SA
1 2 3 4
1
I regularly receive the information concerning the
transaction I perform with COPEDU PLC via my mobile
phone all the time.
2
With my mobile phone I have access on my bank account
wherever I am because of mobile banking services.
3 I am able to use my cell phone for any banking
transactions.
4. Instructions for using mobile banking services are easy to
follow.
Credibility (Tick one option only -per row) SD D A SA
1 2 3 4
5
I believe in mobile banking as services intended to enable
me to have an easy access on my bank account.
6
I trust the COPEDU PLC that helps me to make the
transactions on my bank account via my cell phone.
7
I consider COPEDU PLC as dependable institution
regarding mobile banking services.
8
I will continue using mobile banking services since the
transactions cost are less.
Accessibility(Tick one option only -per row) SD D A SA
1 2 3 4
9
I use a short time when using mobile service by my cell
phone.
1 = SD: Strongly Disagree 3 = A: Agree
2 = D: Disagree 4 = SA: Strongly Agree

62
10
It absolutely easy is to makes banking transaction with cell
phone.
11
When I use a mobile phone for banking transactions the
time is short to receive service.
12
Mobile banking almost fulfills the services I need about my
bank account.
Privacy /Security (Tick one option only -per row) SD D A SA
1 2 3 4
13
I believe that COPEDU PLC has the ability in mobile
banking to protect my privacy.
14
I fell secured when I make transactions related to cash on
my bank account using my cell phone.
15 I don’t worry for all services given via my mobile phone.
16
I totally believe that using mobile banking on my bank
account is secured.
Section c: factors determining customer satisfaction
Statements
Strongly
Disagree
Disagree
Agree
Strongly
Agree
Customer loyalty (Tick one option only -per row) SD D A SA
1 2 3 4
17 I expect to continue using mobile banking since its services
is credible.
18 I am interesting to ask for additional services of mobile
banking because it is flexible.
19 I am encouraged to use mobile banking because there is
accessibility in all services.
20 I will keep using mobile banking services since there is a
high privacy in service delivery.
Customer Commitment SD D A SA
1 2 3 4
21 I would recommend other banking clients to use mobile
banking because its services are credible.
22 I am committed to use mobile banking since I get the
suitable Services to my expectations.

THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION

THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION

Similar to THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION (20)

More from Nzabirinda Etienne

More from Nzabirinda Etienne (11)

Recently uploaded

Recently uploaded (20)

THE INFLUENCE OF MOBILE BANKING SERVICES ON CUSTOMER SATISFACTION