Examination of digital adoption by customers in Uganda commercial banks: a case study of Absa Bank, Kampala

Abstract

The study examined the digital adoption by customers in Absa Bank. The study was guided by three research objectives; to establish the level of digital banking services adopted by customers in Absa; to analyze factors hindering digital adoption among customers of Absa; and to design a strategic framework that can ease digital adoption in Absa Bank. A cross-sectional design was used to collect data from 62 respondents at Absa Bank who were selected randomly and purposively, and these included senior staff, middle workers and clients of the bank, using both quantitative and qualitative research methods of data collection, analysis and presentation. The study found that Absa Bank had a variety of digital banking platforms and equipment and these tools included Intelligent-Automated Teller Machines (iATMs) which use cards and Personal Identification Numbers (PIN) to access accounts and effect transactions. Other digital banking platforms included Internet banking, Mobile banking and WhatsApp banking. The study concluded that digital banking adoption has greatly improved the customer-bank relations, hence bringing about good organizational performance. This has led to improved customer and bank relations as the bank staff have more time to attend to customer needs, while the customer is now allowed the convenience to do transactions from any place, without necessarily having to go to a bank. The study recommended that in order to improve digital banking adoption, it is vital to sensitize customers on availability and use of the available digital banking platforms, the security measures that customers need to aware of and undertake to avoid loss of cash and data, as well as providing atms at point-of-sale machines and swipe; Another vital strategic framework is to use debit visa cards to use in transacting in order to minimise costs, space and time. This could help to eliminate contact between customer and banking staff as well exchanging cash money which may be an avenue for transmitting the deadly COVID-19 virus. It could also enable customers to transact with convenience, accessibility anywhere, effectively and reducing on time and space to improve customer experience and bank-customer relationships with a better competitive advantage in the modern banking industry.