Customer perceived value of mobile money services by Telecom industry in Uganda

Abstract

The purpose of this study was to evaluate the customer-perceived value of mobile money services offered by telecom providers in Uganda. The objectives of the study included assessing the perceived value of mobile money services among customers users, identifying key factors contributing to the perceived value of these services, investigating the primary challenges and concerns faced by users, and developing actionable recommendations for mobile money service providers to enhance the perceived value of their services and address customer concerns. The research utilized a descriptive design, targeting mobile money users aged 19 to 70 years in Kampala. A sample of 80 customers from MTN and Airtel mobile money services was surveyed, achieving an 88% response rate. The results indicated a moderate overall satisfaction level, with female users being more engaged than their male counterparts. While users acknowledged the benefits of mobile money, concerns regarding usability, cost, network reliability, transaction speed, and user support significantly impacted their experiences. These findings underscored the need for mobile money providers to address these challenges to improve user satisfaction. Additionally, the study recommended that the government invest in telecommunications infrastructure to ensure reliable connectivity. Future research could further explore how user demographics, such as age and socioeconomic status, influence satisfaction and usage patterns of mobile money services.