A RESEARCH MODEL FOR MOBILE WALLET ADOPTION BASED ON BANK AND CUSTOMER FACTORS OF THE PRIVATE BANKING SECTOR IN MYANMAR

This paper aims to study the factors affecting the intention to use a mobile wallet of the private bank in Myanmar based on the bankand customer factors. The consequences of service quality and bank reputation among the bank customers were examined in this study. The investigation of the role of word-of-mouth of the mobile wallet adoption is another objective of the study. The research hypotheses were examined using the Structural Equation Modeling (SEM) technique from data collected from 250 customers of Kanbawza (KBZ) Bank.The analysis results indicated that the word-of-mouth was found to be the major factor affecting the intention to use the mobile wallet of the private bank, followed by trust. The study also confirmed that service quality is an antecedent of bank reputation, trust and word-of-mouth. The bank reputation has a positive significant effect on the word-of-mouth, however, there is no significant impact on trust. Marketing managers and business development managers of private banks should pay more attention to improve the service quality to develop the bank reputation, trust and positive word-of-mouth which will lead to acquiring more mobile wallet users.