A RESEARCH MODEL FOR MOBILE WALLET ADOPTION BASED ON BANK AND CUSTOMER FACTORS OF THE PRIVATE BANKING SECTOR IN MYANMAR

This paper aims to study the factors affecting intention use a mobile wallet of private bank in Myanmar based on bankand customer factors. The consequences service quality and reputation among customers were examined this study. investigation role word-of-mouth adoption is another objective research hypotheses using Structural Equation Modeling (SEM) technique from data collected 250 Kanbawza (KBZ) Bank.The analysis results indicated that was found be major factor bank, followed by trust. also confirmed an antecedent reputation, trust word-of-mouth. has positive significant effect word-of-mouth, however, there no impact Marketing managers business development banks should pay more attention improve develop which will lead acquiring users.