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Factors Influencing Customers Intention To Use Mobile Banking ServiceOf Private Banks In Myanmar: Conceptual Research ModelMr. Phyo Min Tunphyomintun.sg@gmail.comAbstractThe number of mobile user in Myanmar is rapidly growing since three main mobile operatorslaunched distributing SIM card in lowest rate compare to past a few years ago. With thereforming of national economic policy, private banks sectors are growing and expending itsservices including mobile banking (MB). There is lack of research studies regarding MBservice in Myanmar due to there is no maturity in MB context. Therefore, a conceptual researchmodel will be proposed to investigates risks, net benefits, customer satisfaction and quality ofMB service such as information quality, system quality and service quality are the factorsinfluence on users intention to use MB. Trust factor is also considered as necessary factor todetermine the intention to use MB service.Keywords- quality of mobile banking, risk, trust, net benefit, intention to use, private bank.I. INTRODUCTIONBanks produce financial products using by mobile and internet technology to facilitate thetransactions of their customer. They realize that MB will be their competitive advantages andto provide the best banking services to their customers. MB service is one of the major servicesof banks. There is 24 private banks in Myanmar [1] and 5 local banks have launched MBservices (The Voice Weekly 2015). However MB is still new to the vast majority of the localpeople [2]. Several banks are entering into local market on mobile financial services to developmobile applications to provide services such as disbursements, airtime top-ups, e-commerceand remittances [3]. Customers are able to perform checking balance, fun transfer, beneficiarypayment and viewing exchange rates through MB. Although there is several benefits of usingMB, people are still lack of awareness on it [4]. In recent years, with the increase the numberof mobile and internet users [5], banks are launching their MB service to facilitate financialtransaction. However lack of trust on banks (MB services provider) is a significant issue inMyanmar community since bank crisis 2003 [3].II. MOBILE BANKINGRapidly growing of innovations in mobile phone and telecommunication technology ledfinancial service industry to market with highly competitive (Khraim & Shoubaki , 2011). MBis an innovative system to facilitate convenient financial transactions for customer throughmobile devices [6]. [7] called MB as “pocket banking” of users. “Mobile banking is one of theservices provided by the banks to support financial services to their customers through mobilephones or other similar devices” defined by Tiwari and Buse (2007). Rapidly growing ofmobile phone technology, users are introduced with feature rich smart phones and it isconsidered as a sector encouraging intention to use MB. MB becomes a focal point for banksand mobile operators (Goswami and Raghavendran, 2009) by providing real-time bankingservices using with data transmission to allow accessibility of financial information andservices (Jacob, 2007) through MB applications.

III. SAMPLING COUNTRIES AND EXAMINED FACTORSTable 1 shows summarized the factors influencing on customers intention to use MB studiedin neighbourhood countries of Myanmar and countries in ASEAN region. TAM and ETAM ismost frequent used in empirical studies to investigate the factor influencing.AuthorsKrishanan,Khin, Teng(2015)Alam (2014)Dasgupta,Paul, Fuloria(2011)Chansaenroj,Techakittiroj(2015)Jeong, d FactorsTAMTo determine the factors that influences theintention to adopt MB service using factors ofperceived risk, perceived cost, relativeadvantage, usefulness and easefulness.Bangladesh UTAUTThe empirical study investigated consumer’sadoption of MB using factors of socialinfluence, effort expectancy, performanceexpectancy, perceived financial cost, perceivedcredibility, perceived self-efficacy andfacilitating conditionsIndiaExtendedPerceived usefulness, perceived image,TAMperceived ease of use, perceived risk,perceived value, self efficacy, perceivedcredibility and tradition were used as factors toascertain the impact of the antecedents over thebehavioral intentions towards MB usage.ThailandTAM andThe study found that the perceived usefulness,Innovationperceived ease of use, the perceived cost andDiffusionperceived risk were affected with the intentionTheoryto use MB service.SingaporeExtendedPerceived usefulness, perceived ease of use,TAMperceived credibility, self-efficacy andperceived financial cost are factors influencingon consumer acceptance of MB service.Table 1: Empirical Study Of Users’ Intention To Use MBIV. THEORETICAL BACKGROUNDUpdated D&M IS Success Model, 2003

Many researchers studied to understand user’s intention to use MB services in differentcountries. But there is no empirically study regarding Myanmar banking user’s intention to useMB services. It is seen that there is needed a study on perception of attitude of users towardMB in the Myanmar context after reviewing the existing research papers. DeLone and McLeanproposed to measure the success of IS by using dimension of Information Quality, SystemQuality and Service Quality, User Satisfaction and Net Benefits [8]. Many of past researchesin MB has used Technology Acceptance Model (TAM) of Davis (1989). [9] and [10] proposedfurther development on existing TAM model by incorporating perceived risk and trust to betterinvestigate consumer intention to use MB. Many studies have been validated D&M model andextended TAM in MB environments. User satisfaction on the system is also an important aspectto consider in this model. D&M suggested to make sure distinguish clearly on Net Benefit forwhom (Example: Individual, Group or Organization). In this model, net benefit will bemeasured for individual users of MB service. Wright (1975) explained that customers executea decision making procedure by engaging in cost-benefit analysis. Furthermore, Laforet and Li(2005) found that overcoming critical barriers of adopt an activity will happen when there isexpanding benefits.H1: User Satisfaction has positively relationship with intention to use MB. (DeLone &McLean, 2003)H2: Net Benefits has positively relationship with intention to use MB. (DeLone & McLean,2003)H3: Net Benefits has positively relationship with User Satisfaction. (DeLone & McLean, 2003)4.1. Quality Of Mobile BankingD&M model, measure three dimensions: “system quality”, “information quality” and extendeddimension in 2003 “service quality”. The system quality can be measured in terms of frequencyof system use, time of system use, number of accesses to system, system usage pattern andsystem dependency [8]. System quality is a key issue in MB development for strengthening ofits functionalities and features. Information quality reflects accuracy, timeliness, completeness,relevance and consistency. Accurate information is mandatory requirement for financialinstitutions and provide the valuable information in real-time through MB services willenhance customer satisfaction. D&M added service quality factor in extend IS success model(2003) and many empirically studies examined the relationships between service quality andattitudes to measure the user’s intention to use system. Service quality can be considered as agap between an expectation of customer and actual outcome. Assurance, Empathy andResponsiveness are variables to measure for service quality suggested by D&M. Dian (2008)explained that MB development process consist with different players such as providers,content partners, users and investors and it is complex process.H4: Quality of Mobile Banking has positively relationship with intention to use MB. (Alqasa,Othman, Isa, Faaeq , 2013, Talukder, Quazi, Sathye, 2014; Lee, Kim, Noh, 2017)H5: Quality of Mobile Banking has positively relationship with User Satisfaction (DeLone &McLean, 2003, Chhikara & Ankit, 2015).H6: Quality of Mobile Banking has positively relationship with Net Benefits. (DeLone &

McLean, 2003)4.2. TrustTrust should be considered as a social factor when developing and launching a MB service.Although trust has been widely examined and proven to be a crucial factor predictingcustomer’s intention to use MB, there is no study investigating different perspectives of trust.In this study, trust will be examined and confirmed as a key factor in different perspectivessuch as trust on mobile phone technology, mobile operator and MB service provider (bank).Customers hesitate to use mobile commerce if they feel the risk of processing transactionfalsely due to insecure communication operator, device operation system and mobileapplications [13]. (Lin, 2011) suggests that enhance trust will encourage customers to use MBfrequently. McKnight et al. (2011) explained that trust is an additional value for adoption useof technology and other studies. Benefits and advantages of MB service are not only for itsusers and providers but also for mobile network operators (telecommunication providers) [11].Mobile network operators become realized the opportunity to build their brand, expand theirservices and execute competitive marketing strategy to attract new customers in terms of MB(Gemalto, 2011). Since the mobile telephone networks are mainly controlled bytelecommunication provider or telecoms in MB environment, it becomes critical issues toconsider [12]. Retail banks are predominant financial firm providing MB services and [11]refers as MB providers.H7: Trust has positively relationship with intention to use MB. (Lee, 2005, Meng, Min, Li,2008, Sreenivasan & Noor, 2010, Masrek, Uzir, Khairuddin, 2012, Masrek, Mohamed, Daud,Omar, 2013, Wangari & Willy, 2014)User satisfaction will be lead by making customer believe that the technologies they are usingis secure and reliable in the context of MB. [14] claimed that trust has positive relationshipwith mobile banking satisfaction.H8: Trust has positively relationship with User Satisfaction. (Kassim, Jailani, Hairuddin,Zamzuri, 2012, Masrek, Mohamed, Daud, Omar, 2013)MB service becomes an additional channel of maintain relationship with customers, a way ofgenerating revenue and enhance reputation for banks. So that banks should be taken asimportant issue to consider into trust factor. Although [15] suggested low system quality andinformation quality will lead to decrement of initial trust in MB, author did not consider servicequality sector. [16] highlighted that perspective of customers on MB quality provided by bankis critical factor to build their trust in MB.H9: Trust has positively relationship with Quality Of Mobile Banking. (Zhou, 2011, Kassim,Jailani, Hairuddin, Zamzuri, 2012, Chhikara & Ankit, 2015)4.3. Perceived RiskShi Yu (2009) considered perceived risk as a major factor affecting on using new technologyapplications such as mobile banking. Jacoby and Kaplan (1972) suggested five key facets(financial, performance, social, physical and psychological risk) to measure perceived risk. Lee(2009) proposed five dimensions (performance, social, temporal, financial and security risks)for perceived risk and validated that they have a negative affecting on attitudes of customer. Inthe study of (Ndumba, Wangari, Willy, 2014) and (Kabir, 2013) about adoption MB, perceived