Understanding Mobile Banking Adoption by Individual Users in Oman

In this research project, we intend to understand the factors that influence the adoption of mobile banking technologies by users in Oman. The banking industry is relying on technology to survive and grow in a highly competitive global banking environment. Technologies can help in two ways: to reach a larger number of users at a lower cost, achieve service differentiation to make services convenient and useful through the satisfaction of a range of unmet needs of users and improving the response to the changing preferences of demanding customers. Mobile banking is one of the preferred delivery channel for achieving the aforementioned ends owing to the successful and rapid penetration of use of mobile technology based devices among Omani population compared to any other technology. The success of mobile banking initiatives is highly dependent on an understanding of the customer preferences that improve the perceived convenience, usefulness and other factors that influence the perception of the banking user.This research project involves use of proven and state of art models to investigate user preferences that influence his or her decision to adopt and use mobile technologies. The study is focused on users in Oman and seeks to identify and discuss the unique role of factors in the context of the Omani mobile banking user. The study can provide meaningful information to banks for deciding strategies for market segmentation, designing service delivery and promotion.The methodology involves the development of model based on an individual or combination of well-established conceptual frameworks including the unified theory of acceptance and use of technology (UTAUT), task technology fit (TTF) among others.The proposed model would be tested using appropriate empirical methods depending on the nature of data and the objective of modelling. For example, empirical modelling can be different based on whether the model is developed for explanatory or predictive purposes. To the best of our knowledge, the topic of technology use behaviors of Omani and GCC users have hardly been discussed before. The research project can provide much needed and valuable addition to the research base and provide much needed research data sought by decision makers in Omani banking industry.