ANALYZING THE SUCCESS FACTORS OF BRANCHLESS BANKING INITIATIVES IN NEPAL

Abstract

This study analyzes the success factors of branchless banking initiatives in Nepal. The study has followed descriptive and casual research design. This study used descriptive statistic, correlation analysis and regression analysis to analyze the data. This study shows that the majority of the respondents agreed that ease of use of branchless banking services is the factor highly affects their initiatives towards branchless banking and they believe that their initiaves of branchless banking level is also high. The correlation analysis reveals that there is significant positive relationship between perceived usefulness of branchless banking services and initiatives of branchless banking. Similarly, perceived ease of use has significant positive relationship with initiatives of branchless banking. At the same time, there is significant positive relationship between trust of branchless banking and initiaves of branchless banking. Besides these, perceived risk has significant negative relationship with initiaves of branchless banking. The multiple regression analysis shows that there is significant positive effect of perceived usefulness on initiaves of branchless banking. Likewise, perceived ease of use has significant positive impact on initiaves of branchless banking. At the meantime, there is significant positive effect of turst on initiaves of branchless banking. Moreover, perceived risk has significant negative effect on initiaves of branchless banking. Therefore, this study concluded that all the variables are major factors of branchless banking initiaves. Keywords: Initiatives of branchless banking, perceived ease of use, perceived risk, perceived usefulness and trust