IMMBA – an integrative model for mobile banking adoption: the case of Saudi Arabia

In the realm of banking, institutions are continuously striving to integrate cutting-edge technology and functional solutions to improve the efficiency of their operational processes and services to meet evolving customer needs. Among the technological developments, mobile banking has emerged as a transformative tool, offering convenience and accessibility to users worldwide. Despite being available, it remains underused in Arabian countries, notably Saudi Arabia. There is limited research on the factors influencing mobile banking adoption in Saudi Arabia, which indicates an inadequate knowledge. Banks may lack vital information into making this technology more appealing. Thus, understanding attitudes and beliefs of Saudi bank customers towards mobile banking is fundamental for increasing adoption. This study aims to delve deeper into the reasons behind this low adoption rate and explore the key factors influencing the adoption and usage of mobile banking in Saudi Arabia. To achieve this, IMMBA was developed based on the D&M IS Success Model and the UTAUT2. Mixed method approach was employed using convenient sampling technique to survey a total of 385 Saudi bank customers, and data was analysed quantitatively using Structural Equation Modelling (SEM) and SPSS software. For the qualitative analysis, five bank customers were interviewed and the data gathered was thematically analysed. The results confirm the validity of the proposed framework and provide empirical evidence of the significant factors influencing mobile banking adoption in Saudi Arabia. This contributes to filling the gap in scholarly research, enriches the existing knowledge base in this field, and aids in refining theoretical frameworks related to technology adoption, thereby advancing academic theories in this area. The study makes substantial contributions to the Saudi Arabian financial sector by offering valuable insights into the critical factors shaping the adoption of such systems, thus direct efforts to develop features that satisfy customer needs and alter business model to enhance factors conducive to mobile banking adoption. These insights are invaluable for the design, development, and successful implementation of mobile banking technology or similar innovations. Overall, the study contributes both empirically and theoretically to understanding mobile banking adoption dynamics in Saudi Arabia.