Banking Awareness, Customer Switching Behaviour, and Adoption of Mobile Banking by Millennials in Commercial Banks in Busoga Sub-region in Eastern Uganda.
No Thumbnail Available
Date
2025-10-31
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Makerere University Business School
Abstract
The purpose of this study was to build a relationship with bank perceptions, customer behavior and the adoption of mobile banking among millennials. The study showed the possibility that mobile banking could use handheld devices such as mobile phones and personal digital assistants to help provide banking services to provide flexible financial services to bank citizens and unharmedcitizens. This study used a crosssection study design in which data was collected using a close questionnaire. Correlation and regression designs were also used to define relationships between study variables according to goals. The findings pointed out that bank awareness, customer change behavior, and the introduction of mobile banking by commercial banks in Busega's sub-regions are positive and important relationships. The result is customer switching behavior (Beta = 0.539, Sig. <.000) is a stronger determinant predictor for the adoption of mobile banking by millennials in commercial banking in Busoga Superbion, Uganda, compared to banking awareness (Beta = .101, Sig. <.001). This means that to achieve enhanced mobile banking uptake in Busoga sub region commercial banks, a lot of focus should be placed on customers' switching behavior. Commercial banks in the Busoga Subregion can succeed if they can manage their customers' switching habits. Because the millennial generation is greatly impacted by the advent of digital banks into the banking sector, the study advises banks to raise their awareness of mobile banking use. Banks should understand the characteristics that lead millennial clients to switch to digital banks so that non-digital banks can use digital transformation to win back their millennial clientele. Therefore, to increase the adoption of mobile banking, financial institutions should make sure that they use banking awareness to influence client switching behavior.
Description
This is a masers thesis
Keywords
Citation
Kasiba, P. (2025). Banking Awareness, Customer Switching Behaviour, and Adoption of Mobile Banking by Millennials in Commercial Banks in Busoga Sub-region in Eastern Uganda. Makerere University Business School.