A study on the attitude of consumers towards mobile banking services (MBSs) in Pakistan

There has been a lot of progression and development in the e-commerce sector of Pakistan. In this direction, a major breakthrough is the mobile banking services. Several service providers have emerged such as EasyPaisa, JazzCash, SadaPay, and NayaPay. It is therefore essential to analyze what the people's opinion is about these mobile banking services. No doubt, the economy is the backbone of any country. The mobile banking sectors have strived to introduce several innovative services and products. It is therefore very important to research the general consumers' opinion about these services. In this direction, this paper analyzes the attitude of customers in using banking services in Pakistan. The authors have adopted the diffusion of innovation theory, and a quantitative study is performed. A questionnaire was developed, and a survey was conducted in which users of mobile banking were asked several questions. The responses of the user were analyzed using several statistical tests such as Partial Least Squares regression (PLS)/Structured Equation Modeling (SEM). It is found that attitude has a significant impact on the intention to use Mobile Banking Services(MBSs). The research also concludes that awareness has a key role in the attitude of customers towards the usage of MBSs. The paper ends with several useful recommendations. It is hypothesized that the outcome/results of this study can have significant practical implications for the mobile banking industry in Pakistan.