Effect of Gratification, Utilitarian, and Trust Elements on the Use of Retail Mobile Banking App in Africa: A Comparative Study

Information and communication technology has ushered in an era where business organisations are striving to create value for their customers to ensure retention. Thus, mobile banking flexibility is one of the reasons for developing mobile apps for customers. Ubiquitous nature of mobile devices provides an opportunity to run retail banking apps where many people can use at anytime and anywhere to engage in banking transactions. Using these apps, we investigate comparatively, the effect of gratification, utilitarian, and trust elements towards the use of retail mobile banking apps in Ghana, Nigeria, and South Africa. The study conveniently collected data from mobile banking app users in three African countries. By analysing the data with SmartPLS, the results show a minor, major and no variations in the effect of Gratification, Utilitarian, and Trust elements towards the use of retail mobile banking app in the selected countries. These findings suggest that technology innovation inclusive should be encouraged in the development of retail mobile banking app in order to improve customer experience.