Title: Customers' perceptions of mobile banking services: are there any differences between men and women in Saudi Arabia?
Authors: Ibrahim M. Al-Jabri
Addresses: Department of Accounting and Management Information Systems, College of Industrial Management, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia
Abstract: The objective of this study is to examine the perception differences between men and women towards mobile banking services. The study uses diffusion of innovation as a baseline theory to investigate the innovation attributes that influence the use of mobile banking services. Using the attributes of diffusion of innovation theory, the study surveyed mobile banking customers to explore their perceptions towards mobile banking services and examine if there are any differences between men and women. Data were collected from 330 actual mobile banking customers. t-tests were used to compare the perception differences between men and women. The t-test revealed that there were significant differences between men and women in relative advantage, compatibility, and observability, but there were no significant differences in complexity, trialability, and risk. The study has valuable practical implications for the banking industry. Examining the innovation attributes provides banks with valuable insights regarding which attributes should be improved so that men and women use mobile banking services effectively and efficiently. Banks should develop mobile banking services that are compatible with customers' preferences. The finding will help bankers to design customised mobile services suitable for both men and women.
Keywords: customer perceptions; gender differences; innovation attributes; mobile banking; mobile phones; cell phones; m-banking; Saudi Arabia; diffusion of innovation; banking industry; bank services.
International Journal of Wireless and Mobile Computing, 2016 Vol.10 No.3, pp.205 - 213
Received: 14 Nov 2015
Accepted: 06 Jan 2016
Published online: 23 Jun 2016 *