Improving cultural awareness and trust towards m-banking apps in Jordan

Abstract

Today’s mobile technology is improving our quality of life and changing our lifestyles by providing mobile financial applications that allow us to conduct daily financial transactions anytime and anywhere. As the number of mobile applications increases, great customer training offers innovative solutions suited to different customers’ cultures. Although Jordanian society has limited use of mobile banking applications due to a weak level of cultural awareness among consumers and financial security risks. Hence, we propose a culture-aware trust-based assistant to facilitate mobile banking transactions. It leverages the potential of guidance and behavior controllers to enhance awareness about available banking services while increasing confidence levels between Jordanians users for mobile apps. Particularly, an effective monitoring strategy and customer behavior controller aims to reduce fraud in mobile banking apps. An 18-user empirical study confirms that the completeness of financial culture and trust impact the customer’s attention to mobile banking apps. Therefore, the proposed assistant reaching an average interaction time of 20 seconds while achieving a high confidence rate of 74.05% which validates it is efficacy and practicability.