ABSTRACT
This paper is centered on the work under development in the frame of the MOBSERV project, which is a national funded project aiming at developing a mobile banking service. Due to an increasing usage of mobile technologies, banking services are experiencing major changes in order to satisfy customers’ demands and expectations. This challenge is imposing a large effort for reinventing new approaches compliant with user’s expectations and also to design solutions that are adaptable to the fast services demand change cycle. Therefore, the MOBSERV project aims at responding to these new market needs by means of developing an innovative service to provide secure access to new types of mobile banking services. The development of this innovative service highlights the need for identifying the diffusion elements based on attitudes and behaviors of potential users regarding the adoption of the targeted mobile banking services in Portugal. Therefore, focus groups (FG) interviews have been carried out in order to collect perceptions, opinions, beliefs and attitudes of potential users regarding the system under development and thus, identify factors behind the resistance to the use of the service, around issues such as the technological, product and service experience, personal, cultural and sociological characteristics, as well as dissemination models. Preliminary results of FG interviews that have been carried out are presented in this paper together with the detailed methodology and further steps in the project.
