Factors influencing consumer decision-making in choosing a channel to remit in South Africa

Abstract

This research was conducted to provide insights into the factors that influence consumer’s decision when choosing a channel to remit. The study looked at the following theories in determining the important factors that influence consumer intention or behavior, Theory of Reason Action, Theory of Planned Action, Remittance, Innovation Diffusion and Technology Acceptance Models. Hence, service providers should be aware of these factors so they can develop strategies and services to attract consumers to use their channels. The aim of the study was to determine which factors influence consumer’s decision in choosing a bank and non-bank channel to remit. The investigation of the key factors that influence the decision or intention, it was found that a single factor influenced the decision to remit in a bank and non-bank channel. It was also found in the study that consumers prefer physical channel of both bank and non-bank to remit. The finding has serious implications for service providers, in that consumer behavior show attachment to traditional distribution channels.