CHAPTER ONE

1.0 INTRODUCTION
Technology is changing the economic livelihood in most countries. Financial services are now
being done over the phone were someone can receive and transfer funds digitally. Mobile
financial services known as mobile money, let individuals use their mobile phone has a personal
bank account to transfer, deposit and extract money whenever possible without owning a bank
account. Mobile money is a financial service that is conducted electronically via a cell phone
(Group Special Mobile Association, 2013). Not only can individually send and receive money,
they can also pay utility bills and purchase goods and services. The service is now being adopted
by mobile network providers and banks to give individuals, especially the unbanked, a platform
for them to access their finances digitally (Mutsikiwa, 2013).

1.1 BACKGROUND TO THE STUDY

One of the earliest adopters of MMS was SMART Money in 2001 in the Philippines. The service
allowed individuals to not only transfer and receive money but buy airtime and purchase goods
and services and transfer funds out of the state using only their SIM cards (Vorster, 2012). The
service was initially made popular in 2007 in Kenya by the country’s network providers
Safaricom and Vodafone under the name M-PESA. Registration is free and individual can use
the service without owning a bank account. The firm obtains payments on withdrawals and
transfers, but other services such as deposits into mobile wallets are free. The service is not only
using a mechanism for paying utility bills and good and services but now being used as an
informal saving tool (African, Caribbean and Pacific, 2014).

Mobile money services are now located in most countries in Africa, including Zambia. Zoona
was the first mobile money provider in Zambia when there was no market that offered clients
only money transfer services (Tredger, 2015). Telecommunication companies Airtel, MTN and
ZAMTEL collectively have a subscriber base of forty-three percent (43%), forty-four percent
(44%) and twenty-seven percent (27%) respectively by the end of 2017 (Zambia Information and
Communication Technology Authority, 2014). In response to the growing customer base, the
companies have adopted mobile money as an alternative channel for their customers due to its
effectiveness and reliability. Since its entry into Zambia, mobile money service providers have

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steadily increased. Under the name ‘Airtel Money’ Airtel Zambia was the first network provider
to present mobile money services. The organization as of 2018 had registered over 1.3 million
subscribers since its launch (Airtel Report, 2018). Other competing service providers, MTN and
ZAMTEL, joined in 2012 and 2015 and have registered over 1 million and 700,000 subscribers
respectively (World Bank Group, 2014). Registration is free once individuals have their sim
cards registered and would have different numbers so as to take advantage of different prices and
products being offered.

Since its introduction into Zambia mobile money services have assisted individuals by reducing
the difficulty of carrying large amounts of money and going into banks and making long queues.
The introduction and adoption of mobile money services has reduced inconveniences
experienced by individuals (Mensah & Dzokoto, 2011). The service providers have constantly
believed that the service could improve savings opportunities, most particularly non-bank
account holders (Wolman, 2012). Individuals can also save and send money to one another who
in return can receive the money from another location where another local agent or mobile
money merchant is operating (Aker & Mbiti, 2010). The service has given individuals a platform
to easy transfer and provide and safe place to keep their monies.

1.2 STATEMENT OF THE PROBLEM

Mobile money usage has changed the way individuals use financial services. For instance, MTN
Zambia’s ‘KASAKA’ allows users to save their money at an interest. This is mainly because
saving on the mobile money service provides a secure, suitable and effective way of saving
because users have instant access to these funds through their mobile money account, and at the
same time, reduces some of the risks of using the unreliable and risky informal savings method
(Prina, 2015).

The overall problem being addressed is that despite a steady growth in the number of mobile
money service providers in Zambia, the execution and adoption rate is still relatively low.
Statistics indicate that Airtel mobile money users are less than ten percent (10%) of the 1.2
million subscribers. Equally, MTN Mobile Money has 700,000 subscribers but active users were
found to be less than seven percent (7%) of the total (49,000 subscribers) and ZAMTEL mobile
money recording only less than three percent (3%) users of the 300,000 subscribers (World
Bank, 2014). This study was supported by Mercy Group (2017) who concluded that although

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Zambia is a great place for mobile money services, it has not seen widespread in the usage.
Although there is evidence showing low numbers of mobile money users, little is known about
the factors influencing low customer usage.

If the number of mobile money users continues to remain low, Zambia could miss out on the
opportunity of promoting a culture of saving and investments amongst individuals which could
lead to economic growth. It is in the light of the above mentioned that the researcher seeks to
investigate some of the factors influencing low customer usage of mobile money services.

1.3 GENERAL OBJECTIVE

The general objective of the study is to evaluate the factors influencing low customer usage of
mobile money services in Mass Media, Lusaka Zambia.

1.3.1 SPECIFIC OBJECTIVES

1. To evaluate how accessibility of mobile money services influences low customer usage.
2. To determine how reliability of mobile money services influences low customer usage.
3. To assess whether mobile money service charges influence low customer usage.

1.3.2 RESEARCH QUESTIONS

1. How does accessibility of mobile money services influence low customer usage?
2. How does reliability of mobile money services influence low customer usage?
3. To what extent do mobile money service charges influence low customer usage?

1.4 SIGNIFICANCE OF STUDY

The value of this study will help mobile money operators by providing relevant ideas and means
of improving the service for sustainability in the long run. Promoting the uptake of mobile
money services is an important economic variable that needs to be prioritized in order to create
wealth for undertaking investments. The study will further highlight some of the encounters
faced by customers and merchants, as well as provide recommendations for better service
delivery. The research can also be used as a point of reference for individuals who intend to
conduct research into similar fields.

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1.5 SCOPE OF THE STUDY
The research assessed the factors that influence low customer use of mobile money services.
Companies that provide money services are Airtel, MTN, Zamtel and Zoona and customers who
use mobile money services within Lusaka, specifically Mass Media were used in the study.

1.6 LIMITATIONS OF THE RESEARCH

The major boundaries the researcher faced was firstly time constraint. This is because of narrow
time to conduct the research seeing that the researcher has responsibilities of balancing school
work and the research. Financial constraint was another limiting factor because the researcher
does not have a steady flow of income. The researcher incurred costs such as transportation
among others. Language barrier was also a limiting factor because some respondents were not
able to speak English.

1.7 OPERATIONAL DEFINITIONS

Mobile Money services: A system that lets people to use electronic currency to transfer to
another person or used to purchase goods and services.

Customer Usage: When a person purchases a good or service and uses it for its purpose.

Accessibility: The extent to which an individual of different locations participates in an activity.

Reliability: The ability of a system to consistently perform it’s intended purpose, on demand and
without degradation or failure

Security: The protection against online threats such as fraud on a customer’s online information

Service charges: An amount of money that customer is charged on a product or service.

1.8 CHAPTER SUMMARY

The first chapter outlined the introduction and background to the topic about mobile money
services. This section also contains statement of the problem, the objectives, significance of the
study, the scope of the study, the limitation and definition of key terms.

Chapter 2 presents the relevant literature, theories and conceptual framework in order to illustrate
models to support in the understanding of all concepts involved in the research.

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Chapter 3 shows the methodology that was used while conducting the research which includes
research design, target population, sampling technique and sample size, collection tools and data
analysis.

Chapter 4 highlights the analysis of the data, interpretations and presentations of the findings of
the study. The chapter also discusses the interpretation of the findings and analysis in respect of
the objectives and research questions.

Chapter 5 gives a summary, conclusion and recommendations on the research findings. It also
went further to look at future studies that can be done.

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 CHAPTER TWO: LITERATURE REVIEW

2.0 INTRODUCTION
This chapter outlines the literature review on which the study was based. It looks at past
literature about mobile money services. The theories used are technology acceptance model and
Unified theory of acceptance and usage of technology (UTAUT) as well as the gaps in literature
concludes the chapter.

2.1 EMPIRICAL REVIEW

There have been numerous studies in the past about mobile money internationally, with most of
them focusing on Kenya’s M-PESA. For this chapter an empirical review and theoretical
framework will be carried out and a conceptual framework will be provided.

2.1.1 ACCESSIBILITY OF MOBILE MONEY

Research conducted in Vietnam by Dao (2014) was to explore the motivation to the usage of
mobile money services. The conclusion to the study was that customers did not have access to
the service because of little to no orientation about the service. True to this finding, Lin (2015)
confirmed that in the Philippines, accessibility just like convenience, affect the implementation
of mobile money services. A study by Gefen (2015) was to find out the factors contributing to
the use of mobile money services by consumers in Bangladeshi using the TAM model. The study
showed that both variables (perceived usefulness and service quality) of the model affect users’
aim to accept mobile money services. The research further stated that customers would only have
access to the service occasionally because providers of the service did not improve the service.

A recent research by Peruta (2017) looked at the characteristics in the levels of acceptance of
mobile money services and comparing its adoption levels in respect to customer usage between
England and China. The discoveries displayed that adoption of mobile money involves previous
familiarity and understanding of such how it works. The study further suggested that service
providers should deploy wide-ranging network of agents so that they can raise awareness, inform
individuals about mobile money and ensure that the service easily accessible for people.

Global literature of mobile money mostly dedicated to the social influence and adoption of the
services on customer usage. Such literature is very scanty locally and no study has been

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conducted in Zambia with respect to the influence and adoption of mobile money to find out if
the same results apply locally.

Muluka (2015) conducted a study in Kenya on 104 randomly selected respondents who were
analyzed using SPSS package. The key emphasis of the research was to know how accessibility
of M-PESA mobile money services impact customer usage. The study established that
accessibility and mobile money usage had a positive relation. The research recommended that all
service providers should strive to be innovative for customers to continue using the service. True
to this finding, Sam (2018) conducted a study in Ghana with the intention of analyzing the
effects of mobile money on customer’s adoption found that accessibility, among other factors,
had a positive effect on customer acceptance of the service.

Aker et. al (2011) studied the impact of M-PESA, a mobile cash transfer program in Tanzania.
According to the study, it was concluded that respondents who are not registered with the mobile
money service showed lack of interest or need for the service and accessibility were the main
problems. Another study by Higgins (2012) was to explore the patterns of mobile money in
Kenya on some small business owners. The study established that the business owners used the
service to collect payments, pay wages and their dealers. Further, it was observed the services
were used as personal or business account because the small business owners felt the service was
convenient and easily accessible.

From the studies above, most prevailing literature on mobile money mainly focuses on M-PESA
and SMEs as an example. Because Zambia has more than one service provider that clients can
use, a similar study is needed to be done to determine whether the same results from the regional
perspective would be observed.

A research by The World Bank (2011) examined the relationship between customer usage and
mobile money services in Zambia. With the aid of questionnaires, 230 mobile money agents and
users were interviewed. The results concluded that customers concern about legitimacy and
accessibility of the service were of major concern.

The studies above clearly show that accessibility of mobile money services reduces costs for the
service provider and gives customers a chance to appreciate the service. Even though there was a
study done in Zambia, none of the studies have focused on analyzing the factors influencing

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customer usage. There are still gaps in the available knowledge on factors influencing customer
usage of mobile money services in Zambia.

2.1.2 RELIABILITY OF MOBILE MONEY

Adam and Walker (2015) studied the effects of mobile money services on the fiscal sector in
Thailand. Data was obtained from 450 respondents, using quota sampling techniques and with
the aid of questionnaires, they researchers concluded that the services were frequently used for
payment and assisted city families to transfer funds to their countryside colleagues and used it as
a substitute as safety net in case of unforeseen fluctuations in their income. It was further
discovered that mobile money might improves macroeconomic stability and offers lending
provision to encourage the usage of the services. The study showed that customers frequently use
the platform because of its reliability and service delivery.

A study in Pakistan by Nampewo and Opolot (2016) observed the effect of mobile money
services on monetary improvements. The research found that the services could increase the
effectiveness of monetary policy and is said to develop the financial sector. A similar study by
Nandhi (2012), carried out a research on the effect of mobile money services on selected
macroeconomic factors in India. A convenient sampling technique was used on 169 respondents.
Applying descriptive design, it was recognized that through cheap transaction charges and better
distribution of funds and credit, improved usage of mobile money services leads to economic
effectiveness, which then lead to aggregated fiscal movement will be sustained. Both studies also
found out that reliability and customer usage had a positive correlation with mobile money
services.

As seen the mobile money global literature focused on the initial effects regarding adoption and
the implications of financial inclusion. Bearing in mind the nature of the economy and mobile
money market in Zambia differs from a global perspective in terms of the level of income,
beliefs, reliability to mobile money services and government regulation, a similar research was
needed to determine whether the same results from other countries would be observed in
Zambia.

Ky, Rugemintwari, and Sauviat (2016) led a study in Burkina Faso. The aim was to evaluate the
impact of mobile money services on individuals’ intention to use in the context of Airtel. The

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study established that putting into consideration factors such as service quality, responsiveness
and reliability, mobile money service providers are assured to generate frequent users of the
service. The study further suggested that more studies should be done in order to get more people
to gain access to the service. Jack and Suri (2011) investigated the macroeconomic impact of
mobile money in Kenya, precisely centering on M-PESA. Their study identified many possible
economic effects at the domestic level arising from, for example, its influences on saving and
investment, risk dispersion and insurance, they also advise possible impacts on the money supply
and price increases. Additionally, the study found that the services are the most ideal leading and
money transfer service and it had a big influence in the number and usual amount of person to
person money transfer as it was easily available, convenient and reliable.

The studies above exploded the economic impacts of mobile money services. One of the key
gaps that stand out from the past literature is that a similar study must be done locally to find out
if these studies have the same economic effects customer usage of mobile money services in
Zambia.

In a study by FinScope Zambia (2015), statistical information relating to mobile money uptake
has been outlined. The survey details the approval of mobile money as part of formal financial
service sector growth. The study showed that usage of the service plays a major part in
accomplishing the Bank of Zambia’s cashless economic agenda. The survey further indicated
that Zambians who used mobile money services performed financial transactions and awareness
and reliability are important determinants of customer satisfaction

Reliability is a serious element for a mobile money service because individuals become less
tolerance of the problems when they impact financial transactions. Consequently, access to a
reliable mobile money provider is one of the main reasons why it is highly preferred by
customers. The above local study mainly focused on the value chains and systems. It does not
carry out a research into factors that causes mobile money penetration rate from users’ point of
view and did not address the current trends in mobile money and customer usage. An identical
study needs to be conducted to find out what causes low usage of the services.

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2.1.3 SERVICE CHARGES OF MOBILE MONEY
Hasebur (2007) conducted a comprehensive research on the connection of customer satisfaction
and mobile money services. The results proved that the presence of educated agents is the most
significant feature for customer satisfaction. Similarly, excellence consumer relations service
was acknowledged as a key influencing factor for this research. Komwut and Naoadol (2014) led
a research in Thailand on the impact of levels of mobile money on customer satisfaction. The
study showed that innovative virtual environment, professed security features and improved
timely updates were not associated with satisfaction.

Selvanathan (2016) carried out a study to investigate factors such as security, perceived ease of
and cost to influence customer acceptance of mobile money services in Pakistan. For data
presentation, the researcher adopted correlation analysis and it was found that cost and other
factors had a positive relationship with adoption of the service. The study suggested that mobile
money service providers should charge fair prices and not transfer hidden cost on the consumers
of the service.

Global research focused only on mobile money features and not really factors of mobile money
and customer satisfaction. Because mobile money services are fairly new to Zambia, a similar
study is needed to go into detail and recognize the desires or opportunities for the customers
when they are using mobile money services.

In South Africa, Morawczynski (2009) conducted a research on the effects customers’ purpose to
use mobile money services. Using purposive and convenience sampling techniques on 150
customers. The conclusion to the study showed that residents use the service (Wizzit) because
the service offered better service charges than the ones banks offer Consultative Group to Assist
the Poor (2006). Mbogo (2010) observed they use mobile payment systems by small business
owners. The research was based on an assessment that led with the administrating of
questionnaires. Data was obtained from a sample of 409 small business businesspersons in
Nairobi, Kenya. Using the TAM model, results indicated that security and cost were connected
to behavioral objective to use and actual usage of the mobile money services by the small
business owners was to improve their success and growth.

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From the regional viewpoint, results from the studies above could be as a result of the individual
country set up of the mobile money services in terms of the services provided as they vary from
the Zambian set up. By conducting a similar research in Zambia, it can find out whether the
same factors have the same influence on customer usage once customers are interviewed.

Contrary to the study, Fredrick (2014), assessed the impact of mobile money usage on the
growth of small businesses in Zambia. The researcher’s aim was to examine the effect of mobile
money usage on business profits. 22 entrepreneurs were interviewed and showed that the
services helped them conduct their daily transactions such as transferring funds and buying
products and services because of reasonable service charges. In an annual report on state of the
industry report on mobile money services by African, Caribbean and Pacific (2016), it was
indicated that Zambians have embraced mobile money services and use to keep their monies
because they felt it offered great security to the funds.

Mobile money service charges in other countries are free to customers, this is under the premise
that the customers are registered subscribers as seen from the above studies. There is need to fill
the gap in knowledge because most studies in Zambia do not cover the basic fundamental causes
of mobile money services and customer usage, which is the user’s aim to use or not use an
innovation or technology

2.2 THEORETICAL FRAMEWORK

2.2.1 TECHNOLOGY ACCEPTANCE MODEL

Technology Acceptance Model (TAM) attempts to create a connection and also define the
intention of users and how they are influenced by a product or service. It stresses the significance
of two important elements that influence a person to use any kind of technology given to them
(Davis, 1989). These are perceived usefulness and perceived ease. Perceived usefulness looks at
how much trust one can put into using any kind of technology and believe it would improve their
execution. Perceived ease of use talks about how much an individual using a specific system will
be able of psychological and physical exertion.

With reference to the study, the model looks at to build a relationship between mobile money
services and customer usage. Perceived usefulness of the service is seen as a system that

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customers can trust to run their day to day activities while perceived ease of use looks at how
easy it is for customers to use mobile money services without much effort.

2.2.2 UNIFIED THEORY OF ACCEPTANCE AND USAGE OF TECHNOLOGY

Unified theory of acceptance and usage of technology (UTAUT) was obtained eight (8) past
theories, namely: the theory of reasoned action, the technology acceptance model, the
motivational model, the theory of planned behavior, a combination of TAM and TPB, the model
of PC utilization, the innovation diffusion theory and the social cognitive theory. The explain the
approval and use of a particular equipment (Venkatesh et al, 2003). The UTAUT looks at three
elements that are said to influence behavior. Specifically, the performance expectance, effort
expectance and social influence. The theory also believes that concept such as age, gender,
knowledge and voluntaries determinant a person’s behavior to start using a piece of technology.

In this model, performance expectance is states that the degree to which the user expects that if
they use a system, it will assist them in attaining improved job performance. Effort expectancy is
the degree at which that using any form of equipment by the user, will be done without much
effort. Social influence looks at the belief that a person feels important that other people believe
they should adopt a new form of technology.

For the study, effort expectancy is well-defined as the easier it is to use mobile money, the more
customers will conduct transactions. Social influence is concerned with the influence of
individuals surrounding the customer on their perception of mobile money services. Lastly
performance expectancy is the degree to which a customer believes that using mobile money
services will assist them in performing transactions.

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 2.3 CONCEPTUAL FRAMEWORK
The conceptual framework below shows two variables, the independent being accessibility,
reliability and service costs while the dependent variable is customer usage. The sub variables
are technology infrastructure, network availability and transaction costs as shown below.

INDEPENDENT INTERMEDIATE DEPENDENT

VARIABLE VARIABLE VARIABLE

RELIABILITY MOBILE MONEY SERVICE

DELIVERY.

 INNOVATIVE
TECHNOLOGY
INFRASTRUCTURE CUSTOMER USAGE
SERVICE CHARGES
 NETWORK
AVAILABILITY

 TRANSACTION COSTS

ACCESSIBILITY

Figure 1: Research Model

Source: Researcher, (2020)

The independent variables are reliability, service charges and accessibility. These variables will
lead to a mobile service delivery enabled environment which is the intermediate variable and if

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the environment is enabling for service delivery (innovative technology infrastructure, network
availability and transaction cost) and this will lead to customer usage which is the dependent
variable.

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 CHAPTER THREE: RESEARCH METHODOLOGY

3.0 INTRODUCTION
This Chapter outlines data collected and has been presented in various forms which included
descriptive and non-descriptive data using appropriate techniques such as narrative analysis
descriptive statistics.

3.1 RESEARCH DESIGN

For the purpose of this study, mixed approaches were implemented that ensure that results are in
line with respondents’ experiences. Creswell (2014) explains that in mixed methods research of a
case study, the findings from quantitative studies are used to validate those of qualitative studies
and vice versa. An exploratory research design was used to gain insights about a phenomenon
that is not clear or not well known (Stutule, 2003). This kind of design assisted the researcher to
find out why the phenomenon is happening and ask questions so as to gain background
information.

3.2 POPULATION
Kumekpor (2002), defines a population as the total number of objects or components that are
under examination of which all the other possible observations are made. With regards to this
study, respondents consisted of individuals within Lusaka’s Mass Media who according to
Central Statistical Office (2010) were estimated to be 5,000. According to Sullivan and Frost
(2010) mobile money agents located in the area were estimated to be 100.

3.3 SAMPLE SIZE

When dealing with large populations, it is recommended that a minimum of 50 respondents is
more than enough to conduct a study when using a mixed approach (Stutule, 2003). For this
study, a desirable sample of 106 respondents was more than enough to be considered.

3.3.1 SAMPLING PROCEDURE

For the purpose of this study, purposive sampling was the best procedure because it allowed the
researcher to gather appropriate facts that would assist in achieving the aims of the research.

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3.4 DATA COLLECTION
Data is well-defined as details, attitudes, and figures that have been organized and verified for
reference or for examination (Saunders et al. 2009). For the purpose of this study, data was
collected from both primary and secondary data sources.

3.4.1 PRIMARY DATA

Primary sources of data were found using questionnaires. A semi structured questionnaire was
used for this study to allowed respondents to fully express themselves.

3.4.2 SECONDARY DATA

This data will be obtained through past literature such as journals, internet sources, publications
and articles by scholars. The research did not duplicate past literature but rather added value to
the current research.

3.5 DATA ANALYSIS

Qualitative data was analyzed using narrative analysis so as to gain an in-depth understanding of
the responses while quantitative data was analyzed using descriptive statistics where frequencies
and percentages were generated. After data was coded, it was analyzed with the aid of Statistical
Package for Social Sciences (SPSS version 16.0), and supported by Microsoft Excel to generate
tables, pies and other charts.

3.6 DATA RELIABILITY AND VALIDITY

Reliability is the consistency or accuracy of the research instrument that gives similar results for
the same individual at different times (Tsilizani, 2014). For the purpose of this research,
reliability was achieved through making decisions on the data collected and not generalizations.

At the same time, validity refers to the degree to which a measurement does what it is supposed
to do. Therefore, it was measured through using various data collection tools such as the
questionnaires. In an effort to deliberate effort to verify its validity, a pilot questionnaire was
tested and the opinions of the professionals in the field of the study specifically the supervisor
facilitating the necessary revision, was used.

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3.7 ETHICAL CONSIDERATIONS
Permission was obtained from relevant authorities, and the researcher adhered to the following
considerations; Confidentiality and Non-disclosure: respondents of this study were assured that
the information obtained was not being disclosed at any point.

Informed consent: before being interviewed or given the questionnaire respondents were
informed on what the study was about and its intended purpose. Voluntary participation:
respondents were not forced to take part in this study if they don’t wish to because it would have
been unethical.

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 CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION

4.0 INTRODUCTION
This Chapter outlines the data collected and has been presented in various forms which included
descriptive and non-descriptive data using appropriate techniques such as graphical and
diagrammatical forms. This chapter discusses the interpretation of the findings and analysis in
respect of the objectives and research questions of the study.

4.1 DEMOGRAPHIC INFORMATION

4.1.1 CUSTOMER FINDINGS

The findings below revealed out of the 60 respondents, fifty-seven percent (57%) were male and
forty-three percent (43%) were female as shown in Table 4.1.

GENDER FREQUENCY TOTAL PERCENT

Male 34 57
Female 26 43
TOTAL 60 100
Table 4.1: Respondents Gender

Source: Research Finding 2020

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Figure 1: Respondent’s Age
Source: Research Finding 2020

Figure 1 shows the respondent’s age. Twenty five percent (25%) of the respondents were ranging
from 18 years – 25 years. Forty-eight (48%) had the highest response with respondents ranging
from 26 years – 30 years, while the remaining twenty-seven (27%) respondents were 31 years
and above.

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According to figure 2, out of 60 respondents, sixty five percent (65%) of the respondents said
they use mobile money services while thirty-five (35%) say they do not.

Figure 2: Do Respondents Use Mobile Money

Source: Research Finding 2020

Table 4.2 below denotes respondents why do not use mobile money services. From the findings,
it shows that eighteen percent (18%) of the respondents said they do not use the service because
of high withdraw charges, three (3%) were not familiar of how to use the service while twelve
percent (12%) felt the service was not secure. Sixty-seven percent (67%) of the respondents
preferred to use normal banking.

REASONS FOR NOT USING MOBILE

MONEY FREQUENCY PERCENT
High Withdraw Charges 11 18
Not Familiar 2 3
Not Secure 7 12
Normal Banking 40 67
TOTAL 60 100
Table 4.2: Reasons for Not Using Mobile Money Services

Source: Research Finding 2020

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Figure 3 below shows respondents that use the services. It is noted that most respondents
preferred to use Airtel Money with a percentage of thirty-two percent (32%), compared to the
others. Twenty-two percentage (22%) of the respondents preferred to use MTN Money, 8% of
them use ZamKwacha and lastly seven percent 7% use Zoona.

Figure 3: Respondent’s Prefered Mobile Money Service

Source: Research Finding 2020

Figure 4 indicates that fifty-three percent (53%) are not aware of all the services provided by
mobile money services while forty-seven percent (47%) say they are.

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Figure 4: Respondent’s Awareness of Mobile Money Services
Source: Research Finding 2020

The below figure shows that those that respondents that use mobile money services use it
occasionally with a twenty percent (20%) response. Eighteen percent (18%) use the service once
weekly, Seventeen percent (17%) use it weekly several times and twelve percent (12%) use it
monthly several times.

Figure 5: How Often Respondents Use Mobile Money Services

Source: Research Finding 2020

Table 4.3 below shows that most of the respondents use the mobile money service for mostly
withdrawing money, which is not the intentional objective of the service. Majority of the
respondents indicated to use the service for withdrawing money representing a percentage of
twenty five percent (25%). Twenty-two percent (22%) of them use the service for sending and
ten (10%) use all the services while only eight percent (8%) of the respondents used the service
to deposit.

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 TYPE OF SERVICE USED FREQUENCY PERCENT
Sending Money 13 22
Withdrawing Money 15 25
Depositing 5 8
All The Above 6 10
Not Applicable 21 35
TOTAL 60 100
Table 4.3: Type of Service Used by Respondents

Source: Research Finding 2020

Figure 6 below indicates if respondents were able to access mobile money services all the time.
From the findings, it shows that forty-two percent (42%) of the respondents said they were
unable access the services while twenty-five percent (25%) say they were able to. Thirty-three
percent (33%) was not applicable respondents.

Figure 6: Respondent’s Access to The Mobile Money Services

Source: Research Finding 2020

From figure 7 below, it is clear that most of the respondents say that mobile money services are
secure, with a fifty-five (58%) response rate. Thirty percent (30%) of the respondents say that the
services are not secure while twelve percent (12%) indicated that they were not sure.

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Figure 7: Respondent’s Knowledge About How Secure Mobile Money Services Are
Source: Research Finding 2020

Table 4.4 below show the respondents that think mobile money services are secure, twenty-seven
percent (27%) say responded with a neutral feeling, while fifteen percent (15%) think say the
services are fair and 6% think the services are good. Forty-eight percent (48%) were not
applicable to some respondents.

HOW SECURE ARE MOBILE

MONEY SERVICES FREQUENCY TOTAL PERCENT
Fair 9 15
Neutral 16 27
Good 6 10
Not Applicable 29 48
TOTAL 60 100
Table 4.4: How Secure Are Mobile Money Services

Source: Research Finding 2020

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It is noted in figure 8 that most of the respondents that use mobile money services experience
problems. With fifty percent (50%) saying yes while seventeen (17%) said they do not. Thirty-
three percent (33%) did apply to some of the respondents.

Figure 8: Whether Respondents Had Any Problems With Mobile Money Services
Source: Research Finding 2020

Majority of the respondents in table 4.5 above shows the kind of challenges experienced by
customers. Respondents complained of limited or no money to transact as the biggest challenge
with a percentage of forty percent (40%). Seven percent (7%) complained of network breakdown
while three percent (3%) complained about the charges being offered.

RESPONDENT’S CHALLENGES FREQUENCY PERCENT

Network breakdown 4 7
Limited/No money to transact 24 40
High Service Charges 2 3
Not Applicable 30 50
TOTAL 60 100
Table 4.5: Challenges Experienced by Respondents

Source: Research Finding 2020

25
The table below shows what customers think about mobile money service charges. Out of the 60
respondents, forty-seven percent (47%) say the charges are not reasonable. Forty-three percent
(43%) of the respondents say they are while ten percent (10%) are not sure.
ARE MOBILE MONEY
CHARGES REASONABLE FREQUENCY PERCENT
Yes 26 43
No 28 47
Not Sure 6 10
TOTAL 60 100
Table 4.6: Respondent’s Knowledge of Service Charges

Source: Research Finding 2020

Figure 9 shows how reasonable customers think mobile money service charges are. Thirty-two
percent (32%) of the respondents say the charges are fair, ten percent (10%) say they are good
while three percent (3%) say they are poor. Fifty-five percent (55%) were not applicable to some
respondents.

Figure 9: How Reasonable Are Service Charges

Source: Research Finding 2020

26
Figure 10 indicates why customers think mobile money service charges are unreasonable. It is
shown that thirty-two percent (32%) say that there are no fixed charges on transactions. The
remaining thirteen percent (13%) feel the charges are too expensive. Respondents felt that there
should be fixed charges on certain transactions.

Figure 10: Why Respondents Feel Service Charges are Unreasonable

Source: Research Finding 2020

The findings in figure 11 below show that most respondents do not think mobile money service
charges are cheaper than normal banking, with sixty-four percent (64%) having the highest
response rate out of the 60 respondents. Twenty-eight percent (28%) say the service charges are
cheaper than normal banking while eight percent (8%) are not sure.

27
Figure 11: Are Mobile Money Service Charges Cheaper Than Normal Banking
Source: Research Finding 2020

Table 4.7 indicates recommendations by customers feel mobile money services should
implement in order for individuals to use the service more. With reducing service charges as the
highest percentage of fifty-three percent (53%). Forty percent (40%) of the respondents
suggested mobile money agents should have enough money for customers to conduct
transactions, two percent (2%) suggested improved security and five percent (5%) suggested
improved network.

MOBILE MONEY IMPROVEMENTS FREQUENCY PERCENT

Reduce Service Charges 32 53
Enough Money To Transact 24 40
Better Network 3 5
Improved Security 1 2
TOTAL 60 100
Table 4.7: Respondent’s Recommendations for Mobile Money Services

Source: Research Finding 2020

28
4.1.2 AGENT’S FINDINGS
The table below shows the mobile money agent respondents gender groups. The results indicate
that out of the 40 respondents, 23 respondents were male representing a percentage of fifty-six
percent (56%), while the 17 respondents were female representing a percentage of forty-three
(43%).

GENDER FREQUENCY PERCENT

Male 23 57
Female 17 43
TOTAL 40 100
Table 4.8: Respondent’s Gender

Source: Research Finding 2020

Figure 12 shows respondent’s age group. The findings concluded that out of the 40 respondents
interviewed, forty percent (40%) were in the range of 18 years – 25 years, forty-two (42%)
ranged from 26 years – 30 years and eighteen percent (18%) were 31 years and above.

Figure 12: Respondent’s Age

Source: Research Finding 2020

Table 4.9 below shows that most respondents had a secondary level of education compared to the
others. The findings revealed that out of the 40 respondents, 1 had a primary level of education,
representing two percent (2%). 25 respondents had secondary level of education representing

29
sixty-three percent (63%), while 14 respondents had tertiary level of education representing
thirty-five (35%).

LEVEL OF EDUCATION
FREQUENCY PERCENT
Primary 1 2
Secondary 25 63
Tertiary 14 35
TOTAL 40 100
Table 4.9: Respondent’s Level of Education

Source: Research Finding 2020

Table 4.10 below shows 40 mobile money agents. With each service provider having an equal
presentation of twenty-five (25%) each.

NAME OF MOBILE MONEY

SERVICE PROVIDER FREQUENCY PERCENT
Airtel Money 10 25
MTN Money 10 25
ZamKwacha 10 25
Zoona 10 25
TOTAL 40 100
Table 4.10: Name of Respondent’s Mobile Money Service

Source: Research Finding 2020

Figure 13 below shows how long the respondents have been operating as agents. Fifty-eight
percent (58%) of the respondents say they have been working between the range of 2 – 3 years.
While twenty-five (25%) and eighteen percent (18%) say they have been working between 6
months - 1 year and 4 years and above respectively.

30
Figure 13: Number of Years Worked
Source: Research Finding 2020

Table 4.11 shows that all of the respondents that were interviewed offer services such as sending
and receiving, paying bills, withdrawing and savings.

TYPES OF SERVICES FREQUENCY PERCENT

All the Above 40 100
Table 4.11: Type of Services Offered by Respondents

Source: Research Finding 2020

The findings presented in table 4.12 below show that all agents in most locations make it easy for
customers to conduct transactions.

AGENT LOCATION FREQUENCY PERCENT

Yes 40 100
Table 4.12: Respondent’s Location

Source: Research Finding 2020

31
According to table 4.13, it shows that seventy-seven percent (77%) of the agents receive 0 – 50
customers in a day while twenty-three percent (23%) receive 51 – 100 customers.

NUMBER OF CUSTOMERS FREQUENCY TOTAL PERCENT

0 – 50 31 77
51 – 100 9 23
TOTAL 40 100
Table 4.13: Number of Customers Received in A Day

Source: Research Finding 2020

The figure below shows that fifty-eight percent (58%) of the respondents say that customers are
always able to complete their transactions such sending and receiving when using mobile money
services while forty-three percent (43%) say that customers have been having problems
completing their transactions.

70

60
58
50

40
42
30

20
23
10
17

0
1 2

YES NO

Figure 14: Are Cusomters Able to Complete Transactions

Source: Research Finding 2020

32
Table 4.14 shows that all respondents that offer mobile money services say their services are
secure.
ARE MOBILE MONEY
SERVICES SECURE FREQUENCY TOTAL PERCENT
Yes 40 100
Table 4.14: Respondent’s Response If Mobile Money Services Are Secure

Source: Research Finding 2020

Thirty-two percent (32%) of the respondents say they services are fair, forty-eight percent (48%)

saying they are good while twenty percent (20%) have a neutral feeling towards the service as

can be seen in figure 15 below.

Figure 15: How Secure Are The Mobile Money Services

Source: Research Finding 2020

33
Figure 16 below shows that eighty-two (82%) of the respondents say they have encountered
problem when customers are using mobile money services while eighteen percent (18%) say
they have not.

Figure 16: Customer Complaints Concerning Access To The Service

Source: Research Finding 2020

It is noted from table 4.15 below indicates the problems that agents face when customers are
using mobile money services with limited to no money to transact being the biggest problem.
Other problems include network breakdown at thirteen percent (13%) while PIN complication
and service charges had a response of twenty-two (22%) and fifteen percent (15%) respectively.
The other eighteen percent (18%) were not applicable.

CUSTOMER COMPLAINTS FREQUENCY PERCENT

Network breakdown 5 13
Limited/No money to transact 13 32
PIN complication 9 22
Service Charges 6 15
Not Applicable 7 18
TOTAL 40 100
Table 4.15: Problems Faced by Respondents

Source: Research Finding 2020

34
Figure 17 below shows that customers are not charged when opening a mobile money account
with seventy-five percent (75%) say no while twenty-five percent (25%) say yes.

Figure 17: Are Customers Being Charged When Opening An Account

Source: Research Finding 2020

Table 4.16 below shows the kind of services that attract charges. Seventy-three percent (73%) of
the respondents say withdrawing money attracts the most charges while twenty-seven percent
(27%) say sending money. The service providers indicated that other services attract little to no
charge at all.
SERVICES THAT ATTRACT
CHARGES FREQUENCY PERCENT
Sending money 11 27
Withdrawing money 29 73
TOTAL 40 100
Table 4.16: Services That Attract Charges

Source: Research Finding 2020

35
From figure below, the findings show mobile money providers receive customer complaints
regarding service charges while seventy-five percent (75%) being the highest while twenty-five
percent (25%) being the lowest.

Figure 18: Complaints Regarding Service Charges

Source: Research Finding 2020

The findings from the table below show that thirty-seven percent (37%) of the respondents say
the person withdrawing usually complain about the service charges. Thirty-three percent (33%)
say both the person sending and withdrawing complain, seven percent (7%) say the person
sending. While twenty-three percent (23%) were not applicable to some respondents.
SERVICE CHARGES COMPLAINANT FREQUENCY TOTAL PERCENT
Person sending 3 7
Person withdrawing 15 37
Both 13 33
Not Applicable 9 23
TOTAL 40 100
Table 4.17: Customers That Complain About Service Charges

Source: Research Finding 2020

36
Table 4.18 below shows that all service providers say mobile money is cheaper than normal
banking.

RESPONSE TO
NORMAL BANKING FREQUENCY PERCENT
Yes 40 100.0
Table 4.18: Respondent’s Knowledge About Service Charges and Normal Banking

Source: Research Finding 2020

Figure 19 below shows the measures mobile money service providers plan on implementing in
order to get more individuals to use the service, with having more cash to transact with the
highest percentage of sixty-five percent (65%). Reducing service charges and improving account
security had a response of twenty-three percent (23%) and thirteen percent (13%) respectively.

Figure 19: Respondent’s Measures to Promote Mobile Money Services

Source: Research Finding 2020

4.3 DISCUSSION OF FINDINGS

The presentation above clearly shows that sixty-five percent (65%) of customers use mobile
money services mostly for withdrawing money. The results show that majority of those

37
questioned mostly use Airtel Money as compared to other mobile money services and use the
services occasionally.

4.3.1 ACCESSIBILITY
Easy location of products and services largely encourage customers to use a service at any time.
In evaluating low customer usage of mobile money services with regards to the accessibility. It
was found that a total percentage of one hundred percent (100%) of the response rate from agents
say their location is perfect for customers to access the service. This reduces the complications
involved by searching for a place to transact any business. However, even though the service was
easy to located, customers said they were unable to use the service the whole day. The findings
also show that even though most customers are using the service, they are no fully aware of other
services being offered and benefits that come with them. The researcher discovered that most
respondents use the service mostly sending and withdrawing. The results of the study observed
that this is in line with Dao (2014) as earlier mentioned, who concluded that customers cannot
access a service because there is little to no orientation about the service. This limits the full
intended purpose of the service and could also mean that the service providers are not doing
enough marketing and promotion to get more customers to use the service.

4.3.2 RELIABILITY
Security and safety are highly assured and guaranteed to customers in order to get clear of any
doubts and misunderstanding that the community may have concerning the mobile money
services. During the study, it was discovered that total percentage of fifty-three percent (53%) of
the response rate of customers who feel the services are reliable. However, besides the positive
appraisal from a portion of respondents, there are other sections that hold a different view. The
study discovered that the major problem hindering the smooth running of the services is the fact
that agents most of the time do not have enough cash available to either pay for withdrawal or
transfer, with forty percent (40%) of the customers and thirty-three percent (33%) of the agents,
respectively, experiencing this problem. Others experienced high service charges when
transacting. This interrupts the smooth operation of the services, and thus making customers very
unsatisfied most especially in a very critical time that the services are needed the most.

38
4.3.3 SERVICE CHARGES
In relation to the service charges, which constitute factors such as opening an account and which
services attract charges and a comparison between mobile money charges and normal banking
charges were factors considered. It was noted that there were high charges when withdrawing
most especially when the mobile money service charges differ. Past researchers like Komwut
and Naoadol (2014) concluded that service charges had a big influence on the usage of mobile
money services. With regards to normal banking, agents say that mobile money charges are
cheaper. The finding in this study are in line that of Consultative Group to Assist the Poor (2006)
who found that mobile money services are cheaper than banks. But customers of the study felt
that the normal bank charges are said to be reasonable as compared to mobile money services.

To the further improve the service, most customer recommended that mobile money service
providers should plan on reducing certain costs. This is due the fact that most respondents felt
that the charges were unreasonable. It was further discovered that to further improve the service,
mobile money agent plan on having more cash available for customers to conduct transactions.
Because it this is a biggest challenge encountered by both agents and customers. This will allow
for smooth running of the service and not frustrate customers.

39
 CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.0 INTRODUCTION
This chapter gives a summary, conclusion and recommendations on the research findings. It also
went further to look at further studies that can be done.

5.1 SUMMARY OF FINDINGS

The objective of this research sought to find the factors influencing low usage of mobile services.
The study targeted customers and mobile money agents. Although mobile money usage is on the
raise, only a few of them are active on a 30-day basis. Among other things, low awareness on
other services providers and limited or no money to conduct transactions.

5.1.2 TO EVALUATE HOW ACCESSIBILITY OF MOBILE MONEY SERVICES

INFLUENCES LOW CUSTOMER USAGE
The study discovered that sixty-five percent (65%) of the respondents use mobile money
services. It was also discovered that despite all the mobile money service providers being
perfectly located for customers to access them, evidence showed that most mobile money service
providers receive on average, 0 – 50 customers in a day. Further analysis discovered that most
respondents are unable to access the services the whole day due to the fact cannot predict when
their money will be available for transfer or withdrawal. It was further discovered that they were
not fully aware of other facilities that are offered by the service provider.

5.1.3 TO DETERMINE HOW RELIABILITY OF MOBILE MONEY SERVICES

INFLUENCES LOW CUSTOMER USAGE
The research observed that all mobile money service agents confirmed that their mobile money
services were fairly secure and customers agree. However, despite customer complaints - with
limited money to send or withdraw being the biggest complaint, all customers still feel that the
service is reliable and they can still trust mobile money services.

5.1.4 TO ASSESS WHETHER MOBILE MONEY SERVICE CHARGES INFLUENCE LOW

CUSTOMER USAGE
The study discovered that seventy-five percent (75%) of the mobile money agents say that
customers are not charged when opening a mobile money account but are instead charged on

40
other services, with withdrawing money being the highest service that attract charges. The
findings revealed that respondents mostly complain about these service charges because they feel
these charges are not reasonable and mostly it is the person withdrawing that complains. The
study discovered that despite service providers saying mobile money charges are cheaper than
normal banking, customers disagree with this because mobile money services have no fixed
charge on certain services such as sending money or withdrawing money.

5.2 CONCLUSION
The study focused on exploring the factors that influence low customer usage of mobile money
services based on results from questionnaires given to both customers and mobile money agents.
The following conclusions have been made with regards to the factors such as accessibility,
reliability and service charges that were used.

The research has shown that most customers use mobile money services, especially for
withdrawing money. However, a number of them are not fully aware of all the services offered
by the service provider such as payment of bills and other services. It was also observed that
most customers were unable to access these services all the time due to problems such as
network breakdown or limited money to conduct their transactions. The study therefore
concluded that accessibility of mobile money services was a contributing factor to low customer
usage.

With regards to reliability of mobile money services, the study revealed that mobile money
services are secure. Despite facing a number of challenges such as limited money to conduct
transactions, customers that use the service still trust mobile money services when conducting
their transactions. This entails that reliability does not contribute to low customer usage.

The research findings revealed that customers find mobile money service charges to be
unreasonable due to fact that the service charges vary when performing different transactions.
The study therefore concluded that service charges are also a contributing factor to low customer
usage.

41
5.3 RECOMMENDATIONS
The findings in this study presented some useful tactics that mobile money policy service
providers and policy makers can implement to encourage more people to use mobile money
services. The following are some of the recommendations.

 The service providers should constantly advertise the benefits of using mobile services so
as to attract more customers to use the service.
 There is need to improve on service delivery so that customers have not inconvenienced
when try to use the service.
 The study also recommends that service charges should be equal on both withdrawal and
sending of money across all the networks. As certain costs of the mobile money services
are also cumbersome to some of the respondents.

5.4 RECOMMENDATIONS FOR FUTURE RESEARCH

The research recommends that another study on the mobile money services since the research
mainly focused on residents of Lusaka Mass Media, the research should therefore be done in
other towns. A research on a larger sample size is also recommended and have the results
compared so as to establish whether there is a consistency among the respondents.

42
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