E-banking and Loyalty of the client in the context of mobile money development in Cameroon

Abstract

The main objective of this research is to highlight the influence of the adoption of e-banking channels on customer loyalty in the context of the development of mobile money in Cameroon. In the context of our study, we are therefore using a mixed approach, a complementary design that manipulates both quantitative and qualitative research, letting the two complement each other in the strengths of one or the other. The inferential statistical analysis will use multiple linear regression preceded by factorial analysis (FA), more specifically principal component analysis (PCA) to extract the dimensions of the variables used in our research. Our sample consisted of three hundred and ninety (390) individuals/customers of commercial banks in Cameroon. The econometric manipulations by the OLS method through the use of the STUDENT test and the FISHER test provide information on the individual and global significance of the parameters of the multiple linear regression model in order to evaluate the influence of the independent variables extracted from the PCA on customer loyalty (score of the dimensions retained in the research) in the context of the development of mobile money in Cameroon. At the end of our investigations in the field, we found that the adoption of internet banking improves customer loyalty in the context of the development of mobile money in Cameroon (H1), the adoption of mobile banking strengthens customer loyalty in the context of the development of mobile money in Cameroon (H2) and the adoption of ATMs and debit cards increases customer loyalty in the context of the development of mobile money in Cameroon (H3). Despite the results obtained, it is important to stress that for a successful digital transformation, Cameroonian banks must first ensure that the physical framework and environment of their businesses are suitable.

Keywords: e-banking, customer loyalty, bank, score method, mobile money

JEL Classification : G21, M31, M39, 033

Paper type: Empirical research