Factors that affect the use of Mobile Banking at the Commercial Bank of Ethiopia in the case of Dire Dawa District and Jigjiga District

Mobile banking services have gained significant popularity in recent years, prompting banks to explore factors influencing customer adoption and usage. This study aims to investigate the factors influencing the use of mobile banking services at the Commercial Bank of Ethiopia (CBE) in Dire Dawa and Jigjiga Districts branches located in Dire Dawa, Chiro, Hirna, Haramaya, Harar and Jigjiga towns. Additionally, variables such as perceived trust, awareness, age, and income are considered as potential predictors of mobile banking adoption. Drawing on existing literature, the study hypothesizes that attitude, perceived usefulness, perceived ease of use, awareness, and perceived trust are key factors influencing mobile banking usage among customers. This research adopted quantitative research approach by using both primary and secondary data collection methods. The research questions focus on exploring the impact of these factors on mobile banking usage within Commercial Bank of Ethiopia (CBE). The research design employed a combination of descriptive and explanatory approaches together, summarize, present, and interpret relevant information. The study utilized inferential statistics, specifically correlation matrix and multiple regression analysis, to analyze the collected data. The target population comprised customers of selected commercial banks utilizing mobile banking services. A sample size of 400 was determined, with questionnaires distributed proportionally across the selected branches based on their customer base. This study provides insights into the factors affecting mobile banking adoption in CBE, contributing to the understanding of customer behavior in utilizing digital financial services. The recommendations based on the results of the regression model suggest that banks and financial institutions should prioritize improving attitude, ease of use, and trust factors in their mobile banking services. This can be achieved by enhancing user experience, ensuring secure and reliable services, and promoting positive attitudes towards mobile banking. By considering these interactions, organizations can further refine their mobile banking services to cater to the specific requirements of various customer groups. Overall, by concentrating on enhancing attitude, ease of use, and trust factors in mobile banking services, banks and financial institutions can improve customer satisfaction, increase adoption rates, and ultimately drive business growth in the digital financial services sector.