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Examining key drivers of consumer experience with financial digital services in Angola
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Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumer experience digital financial services ease of use security convenience Perceive of use social influence digital financial experience SDG 8 - Decent work and economic growth