The impact of domestic marketing environment on adoption of mobile banking: Case study of Democratic Republic of Congo (DRC)

In recent years, technology has developed rapidly and also bring innovation in mobile services sector. Among this innovations, mobile banking service is one of the most used nowadays. Mobile banking has the advantage of doing fast transaction, easy to follow information, time and cost saving for users. The purpose of this study is to examine how mobile banking services has been accepted and which factors influence customers in Democratic Republic of Congo to use mobil banking. To reach our goal, we use technology adoption model and domestic market environmental factors to conduct research and identify which factors influenced the acceptance of mobile banking in Congo. For the purpose of our study, we've used descriptive analysis, factor analysis and regression analysis. However, regression analysis was the most important of them to Show our results. All the work has been done using SPSS 23.0 running on Windows with a sample of 390 participants. Results of the study show that the intention to use has a positive effect on Congolese users. In addition, the Attitude to use, political and legal environmental factors also influence users in the acceptance of mobile banking. Findings also show that perceived usefulness, perceived ease of use and technology have impact on congolese customers while accepting mobile banking.