word of mouth strategies in the adoption of mobile banking

In the today s competitive business environment, delivering superior service quality is a prerequisite to increase customers’ tendency to spread positive Word of Mouth (WOM) advertising. Considering the importance of this issue, the present study aimed to investigate the effects of banking services quality on customer WOM advertising. This study was conducted on customers of banking services Several studies have been conducted to shed light on what factors influence the adoption of mobile banking services in developing countries. A literature review on the study area identifies two research gap. The first research gap identified is that most research within the study area have mainly concentrated on user adoption of online (not mobile) banking service. This leaves out detail on mobile banking services which by design and concept offers an alternative solution to providing banking services to the poor and unbanked in developing countries. User adoption of mobile banking service is highly dependent on the context such that one dimension that contributes significantly in one context may not be applicable in another context. The motivation for this research is based on the linkage between an improvement in socio-economic development and the use of mobile phones and mobile banking services

Keywords:

Word of mouth advertising , mobile banking , customers