Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Purpose: This study aims to investigate how important the mobile banking is amongst the
Swedish population. This has become an important area due to the fact that competition in
the financial sector has made it mandatory for banks to adopt new technologies, the
increase of mobile devices and Internet access as a way of communication and the slightly
lack of theoretical and statistical knowledge in this specific field.
Methodology: Quantitative methods are used to gather empirical findings that will be
subsequently analysed according to the adapted model of product importance and
Findings: The Swedish mobile banking users are educated and skilled; the average usage is
2-3 times a week. Although the current app appears to be a complete tool, there is a need to
include other features. More than a half the population are described as having an enduring
importance towards the product. As additional finding, the research suggests that mobile
banking market could be described as being in a mature stage with few new adopters.
Research limitations: The product importance and involvement theory has never been used
to investigate technological phenomenon. The methods were restricted due to time limit.
Recommendations: Future studies could benefit from exploring this area through a more indept
approach by considering the views of financial institutions and conduct a qualitative
study with the users. In the managerial field, financial institutions should consider different
strategies with the current users as presented in the model, such as a more integrated and
interactive revised mobile banking app.