Mobile Phone SMS Alert Banking Services: Perception of Customers that Determine Subscription in Northern Ghana
Mubashir Baba Mustapha1, Hananu Baba2, Sadick Mohammed3
Citation : Mubashir Baba Mustapha, Hananu Baba, Sadick Mohammed, Mobile Phone SMS Alert Banking Services: Perception of Customers that Determine Subscription in Northern Ghana International Journal of Managerial Studies and Research 2015 , 3(1) : 18-25
This study investigated perceptions of bank customers that determine their decision to subscribe to the mobile phone SMS alert banking services and its benefits to bank customers in Northern Ghana. Descriptive statistics with likert technique was used to assess bank customers' perceptions of the mobile phone SMS alert services benefits, while logistic regression (logit) model was used to estimate customers' perceptions that determine their decision to subscribe to the mobile phone SMS alert banking services. The key findings were that quality of service, value of service; customer loyalty and eagerness to get salary payment information on time were perceptions that determine customers' decision to subscribe to the mobile phone SMS alert banking services. Also, time and cost savings from travelling as well as relief from anxiety due to lack of up-to-date information on accounts were perceived to be the main benefits of the mobile phone SMS alert banking services to customers.