Mobile Banking Attributes and Rural Dwellers' Satisfaction in Cross River State, Nigeria
Abstract
The study examined the effect of mobile banking attributes on rural dwellers’ satisfaction in Cross River State, Nigeria. It specifically sought to determine the effects of mobile account management, mobile payment, mobile savings, mobile credit, and mobile customer support on rural dwellers’ satisfaction. We adopted a cross-sectional survey research design. Primary data were obtained from 362 rural dwellers through a structured questionnaire. Proportionate stratified and purposive sampling techniques were applied. Descriptive statistics were employed to analyze and interpret the data obtained, while multiple linear regression analysis was used to test the null hypotheses. Findings revealed that all five mobile banking attributes (mobile account management, mobile payment, mobile savings, mobile credit, and mobile customer support) had significant positive effects on rural dwellers’ satisfaction with financial services. We concluded that mobile banking plays a crucial role in enhancing service accessibility, reliability, and responsiveness, thereby improving satisfaction among rural users in Cross River State. Consequently, it was recommended that financial service providers expand and upgrade mobile account management features by improving app usability, ensuring offline transaction capabilities, and strengthening network reliability in rural areas. Among other recommendations, it was also recommended that financial services providers should enhance mobile payment systems by improving transaction speed, ensuring interoperability across different networks and banks, and strengthening security measures to prevent failed or fraudulent transactions.