Motivators and critical factors in mobile banking communications: the case of Kuwait
by Alkis Thrassou, Lijo Raju Philip
J. for Global Business Advancement (JGBA), Vol. 1, No. 4, 2008

Abstract: With the effort in gaining competitive advantage shifting towards non-price factors, new forms of communications and distribution channels are invaluable outlets for financial institutions, since they provide the opportunity for cutting costs without diminishing existing service levels. As customers are demanding greater convenience and accessibility, many banks are eyeing cost-effective alternative service delivery systems. Mobile banking, a relatively new phenomenon, helps customers to interact with a bank via a mobile device and makes banking virtually anywhere on a real-time basis a reality. The aim of this research is to investigate the mobile banking competitive environment of Kuwait, to identify the motivators underlying mobile banking adoption by banks, and to isolate the corresponding critical factors of success. The findings are finally integrated into a comprehensive 'motivators and critical factors' model. The methodology used was predominantly based on secondary data, reinforced with primary data. The former included an extensive literature review, as well as a range of statistical and other data, while the latter was based on experts' in-depth interviews.

Online publication date: Sat, 16-Aug-2008

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