Kesiena Atuyota-Ejughemre , pp. 87. MAM/Sektionen för Management, 2009.
Title – Promoting Mobile Financial Transactions: A Case study of Zain Sierra Leone
Author – Kesiena Atuyota-Ejughemre
Supervisor - Anders Hederstierna
Department: School of Management, Blekinge Institute of Technology
Course: Master’s thesis in business administration, 15 credits (ECTS).
Background and Problem Discussion: There are challenges associated with overly cash based
societies. The use of mobile financial systems could address some of these challenges.
Understanding the factors that influence people’s willingness to use mobile systems for financial
transactions could be significant in developing strategies to transition from traditional payment
systems to mobile financial transaction systems.
Purpose – The purpose of this is to assess contribution of customer trust and perception of
customer focus to the willingness of GSM subscribers to use the mobile system for financial
transactions and how the understanding derived from these factors can be used to develop
strategies to promote a transition from cashed based society to mobile financial transactions.
Method- Quantitative and deductive approach was used. 300 GSM respondents who were
selected with a multistage sampling method in three locations were surveyed. Interviewers were
used to get data on perceived customer focus level, customer trust and willingness to engage in
mobile financial transactions.
Theory – Theory section looks at the concepts relating to customer trust and customer
perception of customer focus and pertinent subconstructs applicable to the engagement in mobile
Analysis – I have used correlational analysis to verify the level of association between customer
trust, customer focus perception, socio demographic factors and the willingness to engage in
mobile financial transactions. In order to verify the influence of income, a non parametric test
Conclusions – The analysis of the data results showed that there is a strong positive association
between the willingness to use mobile for financial transactions. Also, the analysis revealed a
positive correlation between the perception of customer focus by subscribers and the willingness
to engage in mobile financial transactions. There was no significant influence by demographic
factors such as age and gender on the willingness to engage in mobile financial transactions. A 3
phased implementation strategy was proposed for the deployment of a mobile financial