Factors affecting intention to Adopt Digital Banking Services in Egypt

Document Type : Original Article

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PhD holder and Lecturer in public relations and Advertising Departmen- Faculty of Mass Communication-Cairo University.

Abstract

The study aimed to explore the future of digital banking services in Egypt, studying the factors affecting the intention of customers to adopt digital banking services as an alternative to traditional banking services and to arrive at recommendations and proposed solutions to enhance digital banking transformation.
Design/methodology/approach: A quantitative method employing survey was used as an appropriate way of meeting the research objectives. The required data were collected from a convenience sample of 787 Egyptian banking customers using electronic questionnaire. The study proposed a model based on the “technology acceptance model” as a conceptual framework.Findings : The study found that technological factors and the perceived usefulness (PU) had the most impact on customers’ intention to adopt digital banking services by 42%, followed by the impact of communication and the efficiency of financial information provided by digital services in terms of its accuracy, validity and constantly updated by 31%, Then the social impact of co-workers and family and encouragement of use and adoption by 20%, while psychological factors such as the degree of security and privacy had the least impact on customers' intention to adopt digital banking services by only 7%. The study revealed that older and less educated individuals have lower intent to adopt digital services.
 

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