Understanding the subjective realties of social proof and usability for mobile banking adoption: using triangulation of qualitative methods

Abstract

Purpose

The existing technology adoption model (TAM) has ignored the importance of social proof of credibility such as risk, security and privacy. Also, this study aims to provide understanding how the issues of usability such as interactivity, compatibility and credibility can influence the mobile banking (MB) adoption of commercial and Islamic banks. This study has offered two theoretical models which may be helpful to understand the importance of social proof of credibility during MB adoption.

Design/methodology/approach

It is exploratory study therefore the researcher used triangulation of qualitative methods such as online banking app reviews, focused group and semi structured interviews are used to understand the behavior of customers toward MB adoption.

Findings

Consumers are actively involved to take recommendations from close sources, experts, customers and crowd opinion using interactive social media platforms (SMPs). The purpose to gather information is to save from usability, risk, security and privacy issues, especially when customers share their personal and financial information with the purpose to use MB. Results reveal that people with disabilities require MB app that has adjustable size, color, text and functions. The usability issues such as system design, response time, aesthetics, personalization, installation and service quality influenced the use of MB in Islamic banks.

Originality/value

Present study has offered social proof as TAM which highlights usefulness and credibility as important factors that can create social proof on SMPs. This study provides rich insights regarding what initiatives are required to resolve the issues of usability such as interactivity, compatibility and credibility that can influence the MB adoption of commercial and Islamic banks. Another major contribution of this study is to explore the issues of MB for people with disabilities and suggest how they can improve the service quality of MB for people with disabilities.

Citation

Alenizi, A.S. (2023), "Understanding the subjective realties of social proof and usability for mobile banking adoption: using triangulation of qualitative methods", Journal of Islamic Marketing, Vol. 14 No. 8, pp. 2027-2044. https://doi.org/10.1108/JIMA-03-2022-0096