Examining key drivers of consumer experience with financial digital services in Angola

Abstract

This research examines the key drivers of customer experience with digital financial services in Angola, with a particular focus on the factors of ease of use, perceived usefulness, convenience, social influence and security. The research was conducted using a quantitative analysis methodology, with structural equation modelling employed to examine data from 174 observations derived from a questionnaire survey administered to users of digital financial services in Angola. The results indicate that ease of use is the most significant driver, followed by convenience. While perceived usefulness and social influence have a minor impact, security, despite being a negative factor, does not appear to significantly affect the customer experience. These results indicate that efforts to improve digital financial services in Angola should prioritize ease of use and convenience. Further research should investigate additional factors, such as cultural influences, economic conditions and technological infrastructure. This study contributes to a more comprehensive understanding of the factors associated with customer satisfaction with digital financial services in developing countries and offers insights for financial institutions and policymakers seeking to enhance financial inclusion and consumer satisfaction.