Effect of Mobile Money Services on Savings Intention of Customers within Kumasi Metropolis
The mobile money operation as an aspect of the financial sector has witnessed tremendous patronage over the years. Users have developed passion for the mobile money services which has affected their savings intention with the traditional banks. The study focused on assessing mobile money operation and its effect on savings intention among customers within Kumasi metropolis in the Ashanti region of Ghana. The study was conducted on a total of 350 customers out of which 294 responses were received representing 84% response rate. The study collected data using questionnaires. The study adopted purposive and convenience sampling techniques in selecting customers. Statistical Package for Social Sciences was the software used in analysis of the data. The study adopted regression, correlation and descriptive analysis in the interpretation of the results. The results show that, service withdrawal and cash deposit as part of mobile money services positively impacts savings intention and are statistically significant. Cash transfer has a positive impact on consumer’s savings intention however not statistically significant and recharge card inversely affect customers savings intention but not statistically significant. Customers have trust in the use of mobile money services and are satisfied with convenience and easy accessibility of mobile money services. The study recommended strong regulatory framework to protect customer’s money and improved service delivery from service providers.
A thesis submitted to the Department of Marketing and Corporate Strategy of the Kwame Nkrumah University of Science and Technology in partial fulfillment of the award of the degree of Master of Business Administration (Marketing).