Factors Affecting Customer’s Intention to Adopt CBE Birr Service: the Case of CBE Selected Branches in Kirkos District Addis Ababa, Ethiopia A.A.U
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Date
2024-06-04
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A.A.U
Abstract
The study aimed to examine the factors influencing the adoption of mobile money services,
specifically CBE Birr, in Kirkos District. Utilizing a non-probability convenience sampling
technique, branches within the district were selected for examination. Both primary and
secondary data sources were used for data collection. Primary data were gathered through a
structured questionnaire survey distributed to 385 estimated sample respondents, resulting in
365 responses. Additionally, a purposive sampling strategy ensured the suitable selection of
respondents. Data analysis was conducted using SPSS V.26. Secondary sources included books,
customer suggestion notes, CBE procedures and guidelines, published and unpublished
research, journals, and various internet sources. The findings indicate that 62.8% of the
variance in CBE Birr adoption in Kirkos District is influenced by five key independent variables:
perceived usefulness, perceived cost, perceived ease of use, perceived trust, and reliable
network, with the remaining 37.2% variation attributed to other factors. Based on these findings,
the study recommends that CBE Birr service providers focus on these five critical variables to
enhance adoption rates. Strengthening perceived usefulness, reducing perceived costs,
improving ease of use, fostering trust, and ensuring a reliable network are crucial strategies for
increasing the adoption of CBE Birr services among consumers in Kirkos District and similar
contexts.