ISSN: 1204-5357

Research Article

Open Access

IMPACT OF ALTERNATIVE FACTORS ON USAGE OF TELCO-LED BRANCHLESS BANKING SERVICES: EMPIRICAL EVIDENCE FROM PAKISTAN

KALEEM MUSTAFA, ABDUL WAHEED

Abstract

This study analyzes the impact of alternative factors on usage of branchless banking services among different mobile users in Pakistan. The sample used in this study is based on 850 questionnaires filled by different mobile subscribers at franchises, retail outlets and shops in most populated city of Pakistan (Karachi) during January, 2015- December, 2015. The dependent variable in the study is the branchless banking adoption, which is a binary variable. We used binomial logistic regression analysis method and included a set of explanatory variables to predict the branchless banking usage and non-usage. The study found perceived usefulness had a strong positive impact on branchless banking adoption, while having a bank account was found to have a strong negative impact. Salaried persons, low-income groups and less educated population segment are more attractive towards usage of branchless banking products. The study concludes that mobile operator based branchless banking services has huge potential to reach unbanked and untapped segment of the society in Pakistan.

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