RESEARCH ON FACTORS AFFECTING CUSTOMERS' DECISION TO USE MOBILE BANKING SERVICES AT COMMERCIAL BANKS IN DA NANG CITY

Abstract

Through survey results from 291 customers of commercial banks in Danang city, this study has synthesized the concepts of Mobile banking, research hypotheses, previous research results in the study and analysis of factors affecting the decision to use the service of Mobile banking. The author combines basic analysis in quantitative research such as statistics, Cronbach's alpha reliability, EFA factor analysis, correlation analysis, and linear regression models from SPSS software to conduct research on the factors affecting the decision to use mobile banking services of customers at commercial banks in Da Nang city. The main results of the study show that factor (1) Perception of risk has the strongest impact on customers' decision to use Mobile banking services at commercial banks in Danang city; the next factors are (2) Image of the bank; (3) Cost perception; (4) Perceived usefulness; (5) Perceived ease of use and (6) Social influence. The research results contribute managerial implications to increase the customers' decision to use mobile banking services at commercial banks.