Review and Identification of Critical Success Factors in Adoption of Mobile Banking by Customers

The purpose of this paper is to investigate the key factors influencing the adoption of mobile banking (as a new innovation in electronic banking) of the banks customers. For this purpose, potential factors influencing the adoption of these tools have been investigated based on a literature review on existing models. Descriptive statistics, one-sample mean test, confirmatory factor analysis and Spearman correlation test have been used to analyze the influence of factors on customers’ adoption, satisfaction and loyalty, by using two statistical packages of SPSS and LISREL applications. Data has been collected using questionnaire and variables have been measured using Likert spectrum and they have been classified based on customer behavior model. The results indicate that the service quality, trust, expected performance, conformance of task-technology, expected effort, facilitating conditions, knowledge of services, self-efficacy and individual innovation have significant influence on adoption of mobile banking, while sense of risk has less influence on adoption of mobile marketing compared to individual innovation and self-efficacy and has no significant correlation with customer satisfaction. Also in this study, customers of Saman Bank have been investigated.