DRIVERS OF CUSTOMER’S CHOICE OF MOBILE MONEY AGENT FOR MOBILE MONEY SERVICE IN KAMPALA, UGANDA
Abstract
ABSTRACT Though the mobile money industry is growing with a significant potential of
enhancing financial inclusion and economic growth, mobile money services face a critical
challenge of improving service quality to attract and retain customers. This article examines the
drivers of a customer’s choice of a mobile money agent for a mobile money service in Kampala.
Specifically, the study explores the effect of courtesy and efficiency of mobile money agents as well
as cleanliness of their business premises. The analysis is based on data of 188 mobile money agents
and customers across all mobile money service providers in Uganda. The study adopted a crosssectional
survey method using a mixed methods research approach. The data was collected through
a questionnaire and face-to-face interviews. Data was analyzed using descriptive statistics and the
linear regression model was fitted to determine the significant drivers for customers’ choice of a
mobile money agent. Descriptive statistics indicated a situation where mobile money agents are
generally; courteous, efficient and operate from clean business premises.The regression model
results revealed a significant influence (p<0.05) of courtesy and efficiency of the agent as well as
cleanness of the business premises on customers’ choice of mobile money agents to transact with,
affirming the hypothesized effect of these variables. The estimated coefficients indicated that
improving courtesy and efficiency as well the cleanly-ness of the business premises was associated
with more than 80% chance of attracting a customer to a particular mobile money agent. In lieu of
the findings, the paper recommends strategic measures to all mobile money agents and service
providers in Uganda who wish to improve quality of their service, satisfy, attract and retain
customers to their businesses. As a result, customers will see better or improved services from the
mobile money agents which in turn would contribute to the development of the mobile money
industry in Uganda.
Key words: Mobile Money Services, Mobile Money Agents, Courtesy, Cleanliness, Efficiency,
Choice
enhancing financial inclusion and economic growth, mobile money services face a critical
challenge of improving service quality to attract and retain customers. This article examines the
drivers of a customer’s choice of a mobile money agent for a mobile money service in Kampala.
Specifically, the study explores the effect of courtesy and efficiency of mobile money agents as well
as cleanliness of their business premises. The analysis is based on data of 188 mobile money agents
and customers across all mobile money service providers in Uganda. The study adopted a crosssectional
survey method using a mixed methods research approach. The data was collected through
a questionnaire and face-to-face interviews. Data was analyzed using descriptive statistics and the
linear regression model was fitted to determine the significant drivers for customers’ choice of a
mobile money agent. Descriptive statistics indicated a situation where mobile money agents are
generally; courteous, efficient and operate from clean business premises.The regression model
results revealed a significant influence (p<0.05) of courtesy and efficiency of the agent as well as
cleanness of the business premises on customers’ choice of mobile money agents to transact with,
affirming the hypothesized effect of these variables. The estimated coefficients indicated that
improving courtesy and efficiency as well the cleanly-ness of the business premises was associated
with more than 80% chance of attracting a customer to a particular mobile money agent. In lieu of
the findings, the paper recommends strategic measures to all mobile money agents and service
providers in Uganda who wish to improve quality of their service, satisfy, attract and retain
customers to their businesses. As a result, customers will see better or improved services from the
mobile money agents which in turn would contribute to the development of the mobile money
industry in Uganda.
Key words: Mobile Money Services, Mobile Money Agents, Courtesy, Cleanliness, Efficiency,
Choice
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