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EVALUATION OF DIGITAL BANKING AND CUSTOMER BANKING HABIT BEHAVIOR IN NIGERIA

Abstract

This study evaluated digital banking and its impact on customer banking habit behavior in Nigeria. A cross-sectional survey research design was adopted for this study, with a structured questionnaire used to collect data from a sample of 133 respondents. The data was analyzed using SPSS27 to present descriptive statistics and test the hypotheses through t-tests. The findings of the study revealed a significant relationship between the adoption of digital banking services and changes in customer banking behavior. A large proportion of respondents preferred performing banking transactions online over visiting the bank, citing the convenience and time-saving benefits of digital banking platforms. Additionally, digital banking was found to have made customers more conscious of managing their finances efficiently, with many acknowledging the impact of these services on improving their financial management practices. The study also found that security concerns played a critical role in customers’ decision-making when it came to adopting digital banking services. Moreover, factors such as digital literacy, internet access, and trust in the banking system were found to significantly influence customer decision-making processes regarding the use of digital banking platforms. Demographic factors, including age, education, and income level, also significantly affected the level of adoption of digital banking services among Nigerian customers. In conclusion, the study highlighted the growing importance of digital banking in shaping customer banking behavior in Nigeria, emphasizing the need for banks to focus on enhancing security, promoting digital literacy, and improving internet accessibility across the country. These findings suggest that continued investment in digital banking infrastructure and customer education will be essential to further increase the adoption and usage of digital banking services.

 

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The evolution of digital banking in Nigeria has significantly transformed the financial landscape. With the advent of technology, banks in Nigeria have moved from traditional brick-and-mortar operations to providing services online, offering customers easier access to banking products and services. Digital banking involves the use of digital channels to perform financial transactions, including mobile banking, internet banking, and electronic funds transfer. This shift has been driven by advancements in mobile technology, internet penetration, and the increasing demand for convenience and speed in financial transactions (Awotunde, Adeniyi, Ogundokun, & Ayo, 2021).

The Nigerian banking sector has embraced digital banking to improve financial inclusion, enhance customer experience, and increase operational efficiency. According to the Central Bank of Nigeria (CBN), digital banking in Nigeria has expanded significantly over the past decade, with the number of mobile money accounts and online banking users rising rapidly. This expansion has had a profound impact on the habits and behaviors of banking customers, especially in terms of how they access and manage their finances (Brown, Cajee, Davies, & Stroebel, 2020). Digital channels, such as mobile banking, have opened new opportunities for Nigerians, particularly in rural areas where access to physical banks has historically been limited (Chikova, Freddi, Kent, & Pethe, 2023).

Customer behavior in banking, particularly in Nigeria, has also been influenced by several factors such as socio-economic status, technological awareness, education, and the availability of banking infrastructure. As more Nigerians embrace smartphones and internet connectivity, digital banking has become an integral part of daily life. The trend toward digital banking in Nigeria has made financial services more accessible to a larger proportion of the population, particularly those in previously underserved regions (Carbó-Valverde & Rodríguez-Fernández, 2024).

However, it is essential to evaluate how customers’ banking habits have evolved with these technological advances and whether the adoption of digital banking services has led to a significant shift in banking behavior. One significant challenge in this regard is the varying level of adoption and usage of digital banking services across different segments of the population. Factors such as age, income, and access to technology have been found to play a critical role in the adoption of digital banking (Godoe & Johansen, 2022). Moreover, the quality of internet services and the security of digital banking platforms remain significant concerns that can either encourage or hinder the widespread adoption of digital banking in Nigeria.

The role of technology readiness and the psychological factors that influence individuals’ willingness to adopt new banking technologies cannot be overlooked. Research suggests that consumers’ technological readiness and their perceptions of the usefulness and ease of use of digital banking services are key determinants of adoption (Elliott, Meng, & Hall, 2020). Additionally, the rapid growth of mobile banking in Nigeria has been facilitated by the widespread availability of mobile phones, which has transformed the way customers interact with financial institutions. Mobile banking has not only provided a convenient alternative to traditional banking methods but has also introduced new ways for customers to manage their finances, such as via mobile wallets and peer-to-peer payment systems (Bankole, Bankole, Cloete, & Brown, 2022).

In addition to technology-related factors, the socio-cultural environment in Nigeria also plays a role in shaping customer behavior towards digital banking. The increasing popularity of mobile phones and internet access has created a more tech-savvy population, but challenges such as digital literacy and trust in online platforms remain prevalent, particularly among older generations and those in rural areas. For example, a study by Chawla and Joshi (2021) found that while younger customers were more likely to adopt mobile banking, older customers often expressed reservations about the security and reliability of digital banking platforms.

Furthermore, the Nigerian government and regulatory bodies like the Central Bank of Nigeria (CBN) have played a significant role in shaping the digital banking landscape. The regulatory framework has been continuously updated to accommodate the growing demand for digital banking services while ensuring the security of transactions and protecting customers from fraud and other cyber threats. This regulatory support has contributed to the rapid growth of digital banking services and has fostered greater confidence in the use of mobile banking applications (Deloite, 2019).

Overall, the shift toward digital banking in Nigeria represents a significant transformation in the financial services sector. As digital banking becomes increasingly mainstream, it is critical to assess how these developments have influenced customer behavior and whether the adoption of digital banking has led to more inclusive and efficient financial practices. Through the integration of mobile banking, internet banking, and other digital platforms, banks have been able to reach a wider customer base and provide a more personalized service, aligning with the demands for faster and more convenient banking solutions (Gerrard & Barton Cunningham, 2023).

Despite these positive developments, it is also important to address the challenges that still exist in the digital banking space. These include issues related to internet connectivity, cybersecurity, and customer education on the use of digital banking platforms. Ensuring that all segments of the population, including the digitally underserved, are able to benefit from the advantages of digital banking will be key to furthering financial inclusion in Nigeria (Garson, 2022). Addressing these challenges and promoting broader access to digital banking services will require continued investment in infrastructure, education, and consumer protection, ensuring that the full potential of digital banking can be realized for all Nigerians.

1.2       Statement of the Problem

The rapid evolution of digital banking in Nigeria has transformed the financial landscape, creating new opportunities for financial inclusion and enhancing customer experience. However, despite the significant advancements in the adoption of digital banking, several gaps remain in the understanding of customer behavior, particularly with regard to the factors influencing the adoption and use of these services in Nigeria. While many studies have explored aspects of digital banking adoption globally, research focused on Nigeria’s specific context remains limited, especially in addressing how socio-economic and technological factors uniquely influence Nigerian customers’ engagement with digital banking platforms (Awotunde, Adeniyi, Ogundokun, & Ayo, 2021).

Previous studies have largely concentrated on the general benefits of digital banking, including increased financial inclusion and operational efficiency, but fewer have examined the specific barriers and challenges faced by different customer segments in Nigeria. For instance, factors such as digital literacy, trust in digital platforms, and access to technology have been identified as significant barriers to the widespread adoption of digital banking, particularly among older generations and rural populations (Gerrard & Barton Cunningham, 2023). However, these studies have not thoroughly explored the socio-cultural influences that shape banking behavior in different regions of Nigeria, which is critical for designing targeted strategies for increasing adoption across various demographic groups (Carbó-Valverde & Rodríguez-Fernández, 2024).

Another gap in the literature is the limited research on the psychological factors influencing digital banking adoption in Nigeria, such as technology readiness and perceptions of usefulness and ease of use. While studies have indicated the importance of these factors globally (Elliott, Meng, & Hall, 2020), there is insufficient empirical evidence regarding how these factors specifically affect Nigerian consumers. This gap is particularly crucial given the unique socio-economic context of Nigeria, where issues like internet connectivity, mobile phone penetration, and financial literacy levels vary greatly across different regions (El-Aziz, El Badrawy, & Hussien, 2024).

Furthermore, most of the existing studies focus on mobile banking and internet banking separately, without considering how these digital banking services complement each other in the Nigerian context. Given that many Nigerian consumers use a combination of mobile and internet banking services, understanding how these services interact to influence customer behavior and decision-making is an area that has not been adequately explored (Brown, Cajee, Davies, & Stroebel, 2020).

1.3 Objectives of the Study

The primary objectives of this study are as follows:

1. To assess the extent of adoption of digital banking services by Nigerian customers.
2. To examine the impact of digital banking on customer banking behavior in Nigeria.
3. To evaluate the factors that influence customer decision-making when using digital banking services in Nigeria.

1.4 Research Questions

In line with the objectives of the study, the following research questions are formulated:

1. To what extent have Nigerian customers adopted digital banking services?
2. How has the adoption of digital banking affected the banking behavior of Nigerian customers?
3. What factors influence Nigerian customers’ decision to use digital banking services?

1.5 Research Hypotheses

The study will test the following hypotheses:

1. H₀: There is no significant relationship between the adoption of digital banking services and customer banking behavior in Nigeria.

H₁: There is a significant relationship between the adoption of digital banking services and customer banking behavior in Nigeria.

1. H₀: Customer decision-making in digital banking is not significantly influenced by factors such as digital literacy, internet access, and trust in the banking system.

H₁: Customer decision-making in digital banking is significantly influenced by factors such as digital literacy, internet access, and trust in the banking system.

1. H₀: The level of adoption of digital banking services does not vary significantly based on customer demographic factors such as age, education, and income level.

H₁: The level of adoption of digital banking services varies significantly based on customer demographic factors such as age, education, and income level.

1.6 Significance of the Study

This study holds significant importance in various dimensions, as it offers valuable contributions to both academic literature and practical applications. First, it adds to the expanding body of knowledge on digital banking adoption and customer behavior in Nigeria, an area that has received limited attention in existing research. By investigating how digital banking has impacted the behavior of Nigerian customers, the study provides crucial insights into the dynamics of financial transactions in a rapidly digitizing economy. Understanding the factors influencing digital banking adoption in Nigeria is essential for the development of banking strategies that cater to the unique needs of Nigerian consumers. The study, therefore, serves as a valuable resource for banks and financial institutions seeking to enhance their service offerings in a way that resonates with customer expectations and behaviors.

Secondly, the findings of this study are highly significant for policymakers and regulatory bodies such as the Central Bank of Nigeria (CBN). In a rapidly evolving financial landscape, the regulatory framework must evolve to support the growth of digital banking while addressing emerging challenges. Issues such as cybersecurity threats, digital illiteracy, and infrastructure deficits need to be carefully managed to foster a secure and inclusive banking environment. The study’s insights can guide policymakers in formulating informed policies that will promote sustainable digital banking growth, while mitigating risks associated with digital transactions. Moreover, the study can aid in identifying areas where digital literacy programs and infrastructural investments are needed to enhance the accessibility and safety of digital banking for all Nigerians, especially those in rural and underserved regions.

Third, this research has practical implications for commercial banks and other financial institutions operating in Nigeria. The study will provide banks with data-driven insights that can inform the development of customer-centric marketing strategies aimed at increasing engagement with digital banking platforms. Understanding the motivations, barriers, and preferences of customers in their digital banking interactions will enable banks to design better user experiences, improve customer satisfaction, and enhance overall service delivery. By aligning their products and services with customer expectations, banks can foster long-term customer loyalty and competitive advantage in the digital banking space. Additionally, the findings can assist financial institutions in identifying gaps in their digital banking offerings and addressing them proactively.

Finally, this study is of significant value to academics, researchers, and students in the fields of digital banking, technology adoption, and financial behavior. The study contributes empirical data that enriches the theoretical understanding of how digital technologies influence customer behavior, particularly in a developing economy like Nigeria. Researchers studying the intersection of technology and finance can build upon the findings to explore further dimensions of digital banking, such as customer trust, mobile banking usage, and the socio-economic factors influencing technology adoption. Additionally, the study provides a foundational reference for future research aimed at understanding the evolving relationship between digital banking and customer behavior in Nigeria, and potentially in other African countries with similar socio-economic contexts.

1.7 Scope of the Study

The scope of this study is limited to Nigerian customers who use digital banking services, including mobile banking and internet banking, across various banking institutions in the country. The study will focus on understanding how these customers have adapted to digital banking and the factors that influence their banking behavior.

The study will cover a diverse sample of respondents from different age groups, education levels, and income brackets. It will focus on urban and peri-urban areas where internet connectivity and mobile phone penetration are high. However, it will not include rural areas where access to digital banking services may be limited or non-existent.

This study will also concentrate on specific aspects of customer behavior, such as transaction frequency, trust in digital banking systems, and the adoption of online payment platforms.

1.8 Operational Definition of Terms

1. Digital Banking: Refers to the use of digital channels such as mobile apps, internet banking, and other electronic platforms to conduct financial transactions, access banking services, and manage financial accounts.
2. Customer Banking Behavior: Refers to the patterns, habits, and decision-making processes exhibited by customers when accessing banking services. This includes factors such as transaction frequency, preferred banking channels, and the use of online financial products.
3. Adoption: The process of customers embracing digital banking services and integrating them into their daily banking practices, moving from traditional banking to using digital platforms.
4. Banking Habits: Refers to the routine or customary actions taken by customers when accessing banking services, such as visiting physical bank branches, using ATMs, or transacting online.
5. Digital Literacy: The ability to use digital technologies, including internet and mobile devices, to access and utilize digital banking services effectively.
6. Cybersecurity: The protection of digital banking platforms from unauthorized access, fraud, data breaches, and other forms of online threats that can compromise the security of financial transactions and customer data.
7. Trust in the Banking System: The confidence that customers have in the ability of banks and digital banking platforms to protect their funds and ensure secure and reliable services.
8. Internet Access: The availability of internet connectivity that allows customers to use digital banking platforms for financial transactions and banking services.