|Type of paper:||Essay|
The focus of the research is to provide a governance framework for assessing the service quality in the mobile banking sector. The research adopts an approach where it will be examining the literature on the subject and attempt to build upon their deficiencies. This paper will, therefore, summarize the findings of the findings of other authors and state why they need to be improved.
In a study by Krishnamurthy, SivaKumar, and Sellamuthu (2010), the authors aimed at examining the impacts of observed service quality on customer satisfaction. The study found that responsiveness was a significant determinant of satisfaction. It also proposed the use of the SERQAUL model in the assessment of mobile service quality. However, the study is limited and needs to be improved since it was limited to customer perspective as the only data source. It also did not provide solutions to their predicaments. Another study by Ojo, Janowski, and Awotwi (2013) provided governance mechanisms such as engaging NGOs in enhancing the abilities of government agencies in the provision of mobile services, encouraging communities to create and share content, and upgrading telecommunication and financial content. The research needs to be improved since it used a limited scope which encompassed citizen capabilities, information technology, and the government's role.
Kumar (2017) proposed a scale that is named as the MappSql tool which comprised of several dimensions such as customization, functionality, assurance, the design of the mobile app, service recovery and fulfillment. The author shared that the tool can be modified to fit a user's specific needs. However, the tool was limited since it did not use service quality issues that affect a common mobile banking user. Also, the tool did not consider other quality service issues in mobile banking which implies that its scope is limited.
Okeke, Ezeh, and Ugochukwu (2015) shared that banks with mobile service banking can improve customer satisfaction by lowering risks and improving security operations. In essence, the study suggests two mechanisms that can be used to assess the quality of mobile banking services. Unfortunately, the two mechanisms are limited that they cannot provide a comprehensive framework for assessing mobile service quality. It should have examined other factor that affects customer satisfaction and use them to assess quality.
Nisha (2016) provided a hybrid model that can be used in the assessment of service quality. The author used service qualities that affect customer satisfaction. The framework was, therefore, a recommendation for banks that offered online and mobile banking. The recommendations encompassed the use of a model that had service dimensions such as privacy, reliability, information quality, and responsiveness. However, the research did not provide a comprehensive model for assessing mobile banking service quality since other determinants of service quality were not examined. Kassim and Asiah Abdullah (2010) conducted an assessment of satisfaction and trust on perceived mobile service quality. The authors, therefore, indicated that trust and satisfaction can be used as a dimension in assessing mobile service quality. Using these dimensions, banks were encouraged to improve ease of use, secure their platforms and enhance attractiveness. However, the scope of the study was limited in assessing two dimensions. A comprehensive framework should use multiple dimensions.
Mohammad et al., (2016) used the SERVQUAL model to determine elements of customer satisfaction that can be used to determine service quality. These discovered elements included service quality, tangibles, assurance, and responsiveness. However, the research did not indicate if its findings can be generalized to urban customers too. It also did not examine critical factors such as poor infrastructure that is a common problem among rural customers. In another study, Bankole, Bankole, and Brown (2011) conducted a study using elements such as such as reliability, tangible, responsiveness and satisfaction. The research found that customers determine whether to use mobile banking service by assessing security and privacy. While this research did a good job investigating the factors that customers consider before using a mobile banking service, it did not discuss pertinent issues such as quality of the infrastructure used to provide the service.
Agwu and Carter (2018) investigated the levels of usage and non-usage of mobile banking services in Nigeria. They found that cost, maintenance, education, poverty, infrastructure have a high correlation with the use of mobile banking. However, this study focused on the levels of usage and non-usage of mobile banking services in Nigeria. Though it discussed infrastructural issues, it did not discuss how it can be exploited for the betterment of the service. Joghee (2014), conducted a study meant to evaluate the quality of service of e-banking using the perspective of customers. The study provided frameworks such as loyalty, image, empathy, responsiveness, reliability, infrastructure, assurance have a significant relationship with customer satisfaction. However, the research focused on customer perspectives. It did not discuss pertinent issues that affect mobile service.
The reviewed studies provided a framework or dimensions that can be used to assess mobile service quality. However, these studies were not sufficiently comprehensive or focused on a limited scope. Hence the study that will be conducted will build upon these limitations.
Agwu, E., & Carter, A. L. (2018). Mobile phone banking in Nigeria: benefits, problems, and prospects.
Bankole, F. O., Bankole, O. O., & Brown, I. (2011). Mobile banking adoption in Nigeria. The Electronic Journal of Information Systems in Developing Countries, 47(1), 1-23.
Joghee, S. (2014). E-banking Service Quality in UAE: Customers' Perspective. International Journal of Economics, Commerce, and Management, 5(2), 186-200.
Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross-cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371.
Krishnamurthy, R., SivaKumar, M. A. K., & Sellamuthu, P. (2010). Influence of service quality on customer satisfaction: Application of SERVQUAL model. International Journal of Business and Management, 5(4), 117.
Kumar, R. (2017). A Proposed Scale of Assessing Mobile App Service Quality (MAPPSQL).
Mohammad, H. I., Yakubu, K. M., Bawuro, F. A., & Magaji, B. Y. (2016). Service Quality and Rural Bank Customer Satisfaction in Adamawa State, Nigeria. European Journal of Business and Social Sciences, 5(04), 01-11.
Nisha, N. (2016). Exploring the dimensions of mobile banking service quality: Implications for the banking sector. International Journal of Business Analytics (IJBAN), 3(3), 60-76.
Ojo, A., Janowski, T., & Awotwi, J. (2013). Enabling development through governance and mobile technology. Government Information Quarterly, 30, S32-S45.
Okeke, T. C., Ezeh, G. A., & Ugochukwu, N. O. A. (2015). Service Quality Dimensions and Customer Satisfaction with Online Services of Nigerian Banks. The Journal of Internet Banking and Commerce, 20(3).
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