Determinants of Mobile Money (Cbe-Birr) Service Adoption: The Case of Commercial Bank of Ethiopia in Bahirdar City Branches

Getachew Gebisa

dc.contributor.author	Getachew Gebisa
dc.date.accessioned	2021-08-20T09:06:55Z
dc.date.available	2021-08-20T09:06:55Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12527
dc.description.abstract	This study aimed to examine the determinants of mobile money service adoption at commercial bank of Ethiopia. Mobile money, CBE-Birr service has a significant contribution to macro and micro economy of Ethiopia. Therefore, it is expected to do more in its adoption. In examining the determinants of CBE-Birr service adoption, this study used a quantitative approach. The target population for this study (6,434) have incorporated both CBE-Birr user employees and customers, who were registered and have had active account of the service, specifically at four selected branches of commercial bank of Ethiopia in Bahirdar. The selection of four branches from other CBE in Bahirdar was conducted purposely by including all grade types (1,2,3 and 4). To differentiate and select the branches having the same grade, the consideration was given for the branches relatively found on the nearest site than other CBE branches in Bahirdar. The sources of data for this study were both primary and secondary. The Primary data was collected from active mobile phone account holder of both employees and customers of CBEBirr at those selected CBE in Bahirdar. The instruments used for collection of primary data were interviews and questionnaire surveys. The secondary data was collected through the internet-enabled devices and library items. The cluster random sampling technique was used for the selection of the sample respondents among four selected branches. Accordingly, 377 questionaries were distributed to all computed sample respondents and 325 responses were received. To fit its main and specific objectives, this study used binary logistic regression model and the analysis was conducted by using the SPSS V.21. This study result shows, being other variables constant, perceived price and perceived usefuliness have got negative association and significant effect on CBE-Birr adoption, the remaining explanatory variables, reliable network, perceived safety and perceived trust have positive association and significant influence on mobile money CBE-Birr adoption by having a different exponent of beta values. Localizing the language of using the service, giving more advice and advertisement on usefuliness of mobile money service to customers and connecting the service system with other banks out of CBE to add the service accessibility are the recommendations provided in case of this study.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Determinants of Mobile Money (Cbe-Birr) Service Adoption: The Case of Commercial Bank of Ethiopia in Bahirdar City Branches	en_US
dc.type	Thesis	en_US