Ubuntu as a contributing factor to small business e-banking adoption
Résumé
Background: There has been limited study on the role of culture when investigating factors that affect the adoption of e-banking specific to African small and medium enterprises (SMEs). Adoption continues to be problematic for banks in providing support to SMEs via e-banking. Aim: The aim of the study was to investigate factors that affect the adoption of e-banking specific to SMEs of Bank X in the Southern African Common Monetary Area (CMA). Setting: Two hundred and ninety three survey responses by SMEs to an international bank operating in the CMA; wanting to improve it’s online services. Method: The study employed a quantitative survey approach in the geographic region of the CMA, applying a modified unified theory of acceptance and use of technology (UTAUT) model. A limitation is that UTAUT model findings may only reflect e-banking integration needs from the four CMA countries, representing a specific geographic and cultural context of Ubuntu. Results: Findings show that the collectivist approach by communities with Ubuntu is a contributing factor to low adoption. Social influence was found to have the most predictive power among the high-level variables. Banks should consider using social influencers in designing products that encourage and facilitate e-banking to garner the support of SMEs. Conclusion: The research highlights useful practical implications for the CMA region because peculiarities of the geographic and cultural context have implications for SME e-banking. Contribution: This research proposes an e-banking framework incorporating recognition of cultural values such as Ubuntu to encourage a positive impact on SMEs’ profitability and sustainability.
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