User experience factors for mobile banking adoption: South African case study

Smartphone devices are driving the transformation of online banking to satisfy the needs and desires of the consumer. This has led South African commercial banks to launch mobile banking applications on smartphones to enhance the growth of the economy and to provide more opportunities to improve the deprived sector of the economy, at acceptable rates. Moreover, opportunities exist for revenue growth, such as the delivery of greater real-time access to products and the offering of a wide variety of banking services. South African commercial banks could realise opportunities for economical and revenue growth should they focus on specific criteria that could enhance mobile banking adoption. Such criteria could not until recently, be realised by commercial banks in South Africa as the adoption rate of mobile banking remained low at 9%. Numerous South African studies have attempted to determine factors that could enhance mobile banking adoption in South Africa. There is, however, a lack of South African studies attempting to identify user experience factors that could enhance mobile banking adoption in South Africa. User experience refers to the subjective feeling of the user that results from their interaction or intention to interact with a product, to perform a specific task in a specific environment. One of the most important components for the success of any product is a positive user experience. When the user interface and functionality of a product match the expectations of the users and make the users effective and efficient, feel safe and attain some level of self-worth from using or possessing the product, their interaction with the product becomes more satisfactory. Consequently, the importance of designing for a positive user experience opens up the potential for identifying potential user experience factors that could enhance mobile banking adoption in South Africa. The user experience factors identified in this study infer their components from the user experience aspect of persuasive design and its elements, namely persuasion and trust, that led to the emergence of scarcity, reciprocation and security factors that could enhance mobile banking adoption in South Africa. A case study was employed to confirm the factors that could enhance mobile banking adoption in South Africa. The findings from the case study and the extensive literature review culminated in a set of user experience factors that in future could enhance the adoption of mobile banking in South Africa