Factors Affecting The Adoption Of Mobile Services In The Libyan Banking Sector: Qualitative Evidence

Mobile services have been a huge success in terms of adoption volume by most global banks. In this paper, we review existing literature on customers who have adopted this service and highlight the capability of mobile services. The purpose of this paper is to fill a gap in the literature and to investigate M-services adoption and usage in the Libyan banking sector to measure the level of those factors against M-services usage and adoption. Fifteen semi-structured interviews were conducted to collect data from a sample of Libyan citizen participants in Australia who have banking accounts and experience with the Libyan banking sector. These sample sizes of Libyan customers were drawn from a population in different cities of Australia and this paper has used the manual technique to analyse the data collected. The findings of interviews provide useful insight for banks in developing appropriate and real strategies to meet customer’s needs, and further, to maintain and increase the degree of adoption with M- services