Examining Strategies to Enhance the Adoption and Use of Digital Banking in Zimbabwean Rural Areas

Abstract

This study examined strategies to enhance adoption and use of digital banking in Zimbabwean rural areas, a case of ZB Bank. The objective was to examine strategies that are being used by Zimbabwean banks to encourage the use and adoption of digital banking in rural areas. The study was theoretically guided by the technology acceptance model (TAM), to analyze the strategies that are being used by Zimbabwean banks. The study employed a mixed approach method to enable testing of the hypothesis whether there is a relationship between of strategies and use of digital banking. An explanatory survey design was employed to explain how the strategies are being employed. Questionnaires and structured interviews were used to collect data from the respondents. A purposive sampling method was used to select the respondents. Data were analysed quantitatively using descriptive and inferential statistics generated from Microsoft Excel and SPSS; and qualitatively through thematic content analysis from the questionnaires. The results suggest that customers in rural areas were mostly drawn to internet banking and the ATMs to save the client’s time and also mobile benefits. The study showed gaps in that the banking sector has been underutilised in terms of bridging the digital gap for financial. A new model for the private health sector was to be innovated to ensure long term viability of the sector. The researcher recommended that Zimbabwean Banks have to make strategic ways to make sure that banking systems are very reliable and safe for people so that those in the rural areas do not face much trouble in trying to access their own money