Banking Platforms in the Rural Setting a Case Study of Makueni County

Abstract

The emergence of banking has had a profound impact on global technical innovation, economic growth, and social development. This impact has been largely driven by advancements in digitization and technology. The objective of this study was to investigate the adoption and usage of alternative banking platforms in the rural area of Makueni County, Kenya, in light of the challenges encountered during the COVID-19 pandemic. The study was conducted with the guidance of two theoretical frameworks: the Technology Acceptance Model (TAM) and the Technology Adoption Lifecycle (TAL). The research examined the convenience and user-friendliness of alternative banking platforms, taking into account factors such as smartphones, internet accessibility, and technological proficiency. The findings showed that having technological expertise was crucial for adopting alternate banking methods. However, the lack of smartphones and internet connectivity posed a barrier to accessing these services. The Automated Teller Machine (ATM) and mobile banking platforms were found to be the most suitable options based on their frequency of use. This preference is driven by the convenience and simplicity that these platforms offer. The study identified several factors that have an impact on the adoption of banking platforms. Customers were driven to adopt alternate banking due to several key factors: security, customer privacy, simplicity, cost-effectiveness, and user-friendly processes. Furthermore, it has been proposed to implement financial literacy programmes in order to enhance awareness and advocate for the advantages of digital banking platforms. Additionally, proposed recommendations have been made to improve financial inclusion in Makueni County. For instance, financial institutions should make it a priority to enhance technological access, specifically by focusing on improving phone availability and internet connectivity in rural areas. Increasing internet accessibility can be achieved through collaboration with mobile network operators to offer affordable mobile data packages. Additionally, financial institutions need to prioritize the improvement of simplicity, convenience, cost-effectiveness, and security in alternative banking options, such as ATM and mobile banking. This will help to establish trust and promote the widespread use of these services. The value of this study is its ability to provide insights into the adoption and usage of banking platforms in rural settings. It contributes to the existing literature by enriching it and also offers theoretical and empirical frameworks for future research. The findings can assist stakeholders in the banking sector with strategizing and improving their performance, all while ensuring compliance with government regulations and infrastructure development.