More than one road goes to Rome: Understanding the complex behavioral solutions of mobile money clientele from the lens of fsQCA

Abstract

The study was commissioned to investigate the complex behavioral dispositions of the mobile money service industry in Ghana, and its associated operational challenges. To achieve this, the views of 417, participants were sampled via a structured survey instrument. Tosmana and AMOS Graphics were used to analyze the sample data. The findings of the study demonstrate that the behavioral dispositions of mobile money clientele can be explained through twelve complex solutions. The six-factor model of the study constructs produced an overall solution coverage of 0.94, and an overall solution consistency of 0.80. Furthermore, the AVE and Cronbach’s alpha statistics of the study constructs were found to be above the recommended threshold of > 0.5 and ≥ 0.7, respectively. Moreover, cyber fraud, risky service landscape, poor network, insufficient electronic funds, unforgiven competition, and low financial literacy were identified as the main challenges bedeviling the mobile money industry. It is therefore, recommended that mobile money service providers as a matter of urgency must devise strategies to arrest these challenges in order to heighten service quality in the industry. Again, to ensure market leadership within the mobile money service industry, managers must develop varied product offerings to meet customers’ expectation in each stratum of the twelve complex solutions as enshrined in the findings of the study