The Effect of Mobile Banking Service on Customer Engagement: The Mediating Role of Digital Financial Literacy in Case of Dashen Bank S.C.
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Date
2024-09
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Addis Ababa University
Abstract
This study investigates the mediating role of digital financial literacy in the relationship between mobile banking service—convenience, perceived usefulness, ease of use, and perceived value—and customer engagement at Dashen Bank S.C. The primary objective of the study was understanding how digital financial literacy influences customer engagement within the context of mobile banking services. Utilizing an Explanatory research design, the study employs an explanatory approach with customer engagement as the dependent variable, mobile banking service as the independent variable, and digital financial literacy as the mediating variable. Data were collected from 160 respondents using structured, close-ended questionnaires and analyzed using Structural Equation Modeling (SEM).
Key findings reveal that while convenience does not significantly impact customer engagement or digital financial literacy, perceived usefulness and perceived value positively influence both. Ease of use enhances customer engagement but does not significantly affect digital financial literacy. Digital financial literacy itself emerges as a strong predictor of customer engagement. These insights underscore the importance of digital financial literacy in enhancing customer engagement with mobile banking services.
This study contributes to theoretical literature by integrating technology acceptance models with customer engagement theory, providing a comprehensive framework for understanding these dynamics. Practically, it offers valuable guidance for financial institutions to improve customer engagement through targeted strategies that enhance digital financial literacy. The findings are expected to provide valuable insights into enhancing customer engagement through improved mobile banking services and digital financial literacy, ultimately contributing to better customer engagement.
Keywords: Mobile banking services, digital financial literacy, customer engagement, convenience, perceived usefulness, ease of use, perceived value, Structural Equation Modeling (SEM).