1.

1 The study's context

More than ever, there is a global need to develop financial access to previously underserved places because
many of the clients' enterprises are located in what are deemed to be economically unviable areas. Banks and
other commercial financial service providers are developing new revenue streams in an increasing number of
nations by providing financial services to the unbanked. They provide banking and payment services through
postal and retail locations, such as supermarkets, pharmacies, and gas stations, as opposed to bank offices and
their own field agents. Retail agents might be much more practical and effective for the poor and people living
in rural areas than using a bank.

Electronic banking, or "E-banking," is a significant improvement that technology advancement has brought to
the banking system of the present. According to Ainin et al. (2005), traditional banking will be defined by
physical decentralization, with branches positioned throughout populated areas to provide customers with
convenient geographic access. Physical banks inform clients that their banks have significant resources and
ensure the security of their savings, according to Lockette and Littler (1997). However, the rapid advancement
of technology makes it challenging for the conventional banking sector to remain competitive. The physical
decentralization of bank branches has decreased with the introduction of e-banking; consumers can now conduct
their banking online or through other electronic methods rather than having to be physically present in the
banking hall.

Many financial institutions are using e-banking more frequently now in order to lower the costs associated with
paying employees to physically serve customers, shorten processing times, boost speed, increase the flexibility
of business transactions, and offer better service (Shih and Fang, 2004). E-banking services have seen an
increase in popularity as a result of the quick development of other electronic services, many of which are
internet-based. the two

According to scholarly and popular literature, e-banking will expand quickly and have a big impact on all
markets (Nielsen, 2002). E-banking is simply e-business in the banking sector. You might also call it online
banking.

Ethiopian banks are not an exception to the fast expanding information and communication technology that is
pounding on the doors of every company in the world. However, cash remains the most popular form of
transaction in Ethiopia, and electronic payment systems are still in their infancy. Ethiopia's banking sector
cannot be an exception in promoting the usage of the system given the rapid expansion of electronic payment
systems in both the developed and developing worlds. While e-banking has improved ease and efficiency, it has
also presented regulators and supervisors with a number of difficulties (Uppal and Jatana, 2007).

background of the business

The first bank in Ethiopia to offer Automated Teller Machine (ATM) services to local customers is Commercial
Bank of Ethiopia. As of 2017 G.C., the bank began offering agent banking services. Agent is a term used to
describe a person engaged in commercial or business activity who has been hired by a financial institution to
supply the institution's services. According to NBE directives number FIS /01/2012, agent banking refers to the
conduct of banking activity on behalf of a financial institution through an agent using a variety of service
delivery channels.

The bank's geographic reach and competitiveness are both enhanced by the agent banking service, and this
higher level of convenience makes it easier for customers to use the bank's agents to obtain banking services.
Additionally, it has made it possible for banking institutions to compete more successfully by using technology
to expand their services and products beyond limitations of time and location through trusted third parties.
However, the commercial bank of Ethiopia has only recently adopted the agent banking system. Consequently,
the purpose of this study is to investigate the effects of organizational factors (system quality, service quality,
security, innovativeness, reach ability, support system, and staff profile), environmental factors (access to
internet, access to power, network stability, support institution, and legal issue), and customer factors (exposure
to new technology and risk-taking behavior) on the uptake of agent banking services in CBE. As a result, the
study evaluates the difficulties and factors that encourage or drive system adoption.
Description of the issue

Even within the same financial institution, different branches can have different adoption rates and usage of e-
banking products. More importantly, it's necessary to remember that consumers demand e-banking services and
frequently utilize that service to evaluate banks and branches. Commercial Bank of Ethiopia (CBE) has
implemented a number of steps during the last five to ten years to increase service delivery capacity, efficiency,
quality, and accessibility. Better banking technology, procedures, and systems were introduced and put into
place to assist such initiatives and procedures. The launch of the e-banking system and other similar products
are noteworthy examples for this aim. Despite CBE's efforts to modernize the system by introducing e-banking,
adoption of e-banking has not been well studied in terms of its effectiveness, prospects, or problems. A small
number of researchers have studied the potential and difficulties of e-banking in Ethiopia, including (Gardachew
2010, Michael 2013, Mattewos 2016).

Despite the fact that (Kassahun 2016, Tilahun 2017) investigates agent banking, the prior studies combined all
agent banking into one and did not conduct studies on individual services. For instance, Henok (2018) recently
completed a study on the difficulties and potential of agent banking: A case study of M-Birr and CBE-Birr,
however he neglected to focus solely on CBE-Birr agent banking. Yikber (2018) also failed to make a study on
CBE-Birr agent banking alone in his study on the difficulties and potential of mobile and agent banking
adoption in Ethiopian banking. Even though Yeshitila (2019) published a study with the same title, "Assessing
Opportunities and Challenges of CBE-Birr Mobile Money Service: Case Study on Commercial Bank of
Ethiopia," it mainly focused on customers' intentions to use CBE-Birr Mobile money service and neglected to
show service providers' (banks') and agents' intentions regarding the difficulties and opportunities of CBE-Birr
agent banking. Studying the primary drivers behind the adoption and expansion of new e-banking products
would be of utmost relevance to the modernization of the whole banking sector because CBE is the largest bank
in Ethiopia and all new products initially started in the bank than other banks. As a result, the study concentrates
on CBE-Birr, one of the agent banking systems.

Furthermore, recent research by Yeshitila (2019, Yikeber 2018, and Henos 2018) have their own conceptual and
methodological constraints. For instance, Yeshitila (2019) concentrated on and collected data from CBE clients.
Yikeber (2018) used data from purposefully selected e-banking staff members of the six banks beginning
mobile and agent banking: Commercial bank of Ethiopia, Dashen Bank, United Bank, Lion International Bank,
Wegagen bank, and Cooperative Bank of Oromia. Henos (2018) used data only from customers of five branches
of Commercial bank of Ethiopia who are active users of mobile banking. Both studies, however, do not look at
employee, customer, and agent viewpoints collectively. To close this gap, the study will focus on the primary
driving forces that encourage, hinder, and reward the adoption of agent banking at the levels of the organization
(CBE), the agents, and the user (customer).

Research problem

The following research questions are addressed in this study:

What chances or potential exist as a result of the growth of CBE-Birr agent banking?

What are the influencing elements for CBE's adoption of e-banking?

Goals of the Study

broader purpose

The primary goal of the study is to examine the elements that influence Commercial Bank of Ethiopia's
deployment of the CBE-Birr agent banking system.

Particular Objective

The following are the study's particular goals:

to investigate the organizational characteristics that influence the adoption of CBE-Birr agent Banking.
to look into user characteristics that influence CBE-Birr agent banking adoption.

to investigate the environmental elements that affect the adoption of CBE-Birr agent Banking.

a. to evaluate the influences on CBE agent banking adoption.

importance of the research

Since CBE-Birr agent banking is still in its infancy, by looking into what influences the Commercial Bank of
Ethiopia's adoption of the CBE-Birr agent banking system, for the adoption of this service delivery, and by
suggesting remedies for the difficulties found. Additionally, it contributes to filling important knowledge gaps
about the CBE-Birr agent, which serves to shed light on the issue and inspire additional research.

Goals of the research

The assessment of factors influencing the adoption of CBE agent banking service in certain CBE branches in the
Merkato District is the only thing covered by the study's narrowly defined scope. This study, which ran from
February 23 through June 2021, had a particular focus on Jimma District and four other branches in the Merkato
District.

Study's shortcomings

It is challenging to examine every branch of the Commercial Bank of Ethiopia due to time, financial, and
workload constraints. As a result, the focus of this study is solely on examining the implementation of the CBE-
Birr agent banking system at the Commercial Bank of Ethiopia in the Merkato District.

The layout of the study

There will be five chapters in this course. The first chapter will deal with an introduction that includes the
background of the study, a statement of the problem, research questions that must be addressed, general and
specific objectives that the research must achieve at the end, the significance of the study, its scope, its limits,
the overall definition of key terms used throughout the study, and its organization. A review of the research is
included in Chapter 2 as well as a discussion of studies linked to CBE birr agent banking as well as a conceptual
framework. Research design, research approach, population of the study, sample size, sampling techniques,
method of data collecting and data analysis, validity and reliability of the study, and ethical considerations are
covered in chapter three, which is about research methodology. Findings from the survey results are presented in
Chapters 4 and 5, together with broad conclusions and potential solutions to the problems identified by the
results.

APARTMENT TWO

2. A REVIEW OF THE BOOKS

Introduction

The chapter on the literature review presents and analyzes theories and methods that are relevant to and support
the research challenge.

theoretical evaluation

Using an agent
Agent banking is the processing of client transactions by a retail or postal shop that has been hired by a financial
institution or a mobile network operator. The owner or an employee of the retail establishment handles the
transaction instead of a branch teller and enables customers to deposit, withdraw, and transfer monies, pay their
bills, check their account balance, or get government benefits or a direct deposit from their employment. They
may also inquire about the amount of their account. Pharmacy, supermarket, convenience store, lottery outlet,
post office, and many more are examples of banking agents. 2013 (Chiteli).

Branchless banking, as defined by CGAP (2010), is the provision of financial services outside of traditional
bank branches, frequently utilizing agents and relying on information and communications technologies to
transmit transaction details, typically through card-reading point-of-sale (POS) terminals or mobile phones.

Due to the prospects of the service since it has discovered a new and lucrative business on a global scale, many
additional vendors of agent banking platforms have developed in recent years. Celloscope (2017) claims that
their platform is made to meet the needs of various financial institutions, both common and particular. The
platform is adaptable enough for businesses and nonprofits to both use it. The Platform aids banks in enhancing
client loyalty and stickiness, expanding service penetration, lowering operational costs, and boosting revenue.

According to Belcash (2017), another well-known technology provider in Ethiopia, banks can enable their
clients (directly or through agents) to securely access their bank accounts using mobile phones in order to
acquire information about their accounts, such as available balance and transactions. The Platform will provide
banks an edge over other banks who provide the same services to their customers. With a large cost savings, it
will enable banks to provide new and improved banking services more quickly.

Using an agent

A financial institution, a mobile network operator, or a retail location will hire a banking agent to handle their
clients' transactions. The owner or a staff member of the retail establishment executes the transaction instead of
a branch teller and enables customers to deposit, withdraw, and transfer monies, pay their bills, check their
account balance, or obtain government benefits.

or their employer's direct deposit. Pharmacy, grocery, convenience, lottery, post office, and many more
businesses can act as banking agents (NBE, 2015). The Commercial Bank of Ethiopia offers a mobile and agent
banking service called CBE-Birr. It is a mobile device-based electronic wallet or payment service run under
financial regulation. Both smart phones and feature phones with rudimentary functionality can use it (CBE
News, 2017).

Benefits of E-banking 2.1.2

The use of ATMs, internet banking, and more recently, mobile banking, has greatly improved the user and
bank's relationship (Claessens et al., 2002). Electronic banking services are quickly replacing traditional
methods of payment in the developed world because these nations have been reaping the rewards of doing so for
many years (Dawd, 2004). The advantages of having an electronic banking system can be seen from various
perspectives.

Using an agent

(NBE directives Number FIS /01/2012) Agent banking is the practice of conducting banking business on behalf
of a financial institution through an agent using a variety of service delivery channels. Instead of using a bank
teller to execute client transactions, a financial institution or mobile network operator will hire an agent banking
service outlet.

Agent banking is a relatively new idea in Ethiopia but is widely used as a huge distribution and marketing
channel for financial inclusion sources for the performance and profit of the bank. In compliance with NBE
directive number FIS/01/2012, Commercial Bank of Ethiopia developed the agent banking service known as
CBE-BIRR. It spent a long time in the development process before being online in 2017. clients of CBE-BIRR
can pay for goods and services, deposit and withdraw cash from agents, buy airtime directly without having to
scratch their mobile cards, and transfer money to subscribers or non-subscribers, just like clients of other agent
banking service providers. More than 1,500 Commercial Bank of Ethiopia branches are networked together in
Ethiopia, and CBE-BIRR is using this extensive network to find new agents and clients.

Factors influencing CBE birr agent banking adoption

Recent commercial banks in Ethiopia have started offering agent banking services, and one of them is
Commercial Bank of Ethiopia, which offers the service under the name CBE-Birr. Since this is a new financial
service, investigations on the factors influencing the adoption of agent banking are necessary before it can be
implemented. In order to explore the adoption determinants for agent banking, the study distinguished
organizational factor, environmental factor, and customer factor.

Factor of Organization

The study highlighted organizational context-related elements as being critical to technology adoption, with
some of these aspects possibly having a greater impact than others. The following are the seven organizational
aspects that this study found to be important for the adoption of agent banking: System quality System quality
refers to an information system's desirable qualities. For instance, simplicity of use, adaptability of the system,
dependability of the system, simplicity of learning, intuitivity, sophistication, and response time (Petter et al.,
2008). The degree to which consumers felt using IS required less effort is measured by the ease of usage.
Additionally, an IS quality must be adaptable enough for the user to operate the system.

which ultimately affects how engaged the user is with the system. Additionally, reliability is a key sign of high-
quality IS.

Service Excellence

An effective customer experience is likely to result from using an e-banking system, which encourages
continued use and eventual success. According to Parasuraman et al. (1985), the following are the primary
prerequisites for providing high-quality services in order of importance: The service delivery must be
dependable to the client. Reliability was described as the capacity to deliver the promised service consistently
and correctly. The second essential component for providing services is the idea of responsiveness, which is the
readiness to assist clients and render fast services. They list assurance as the third variable.

Innovativeness

When original ideas are successfully implemented within a company, innovation happens. Contrarily, creativity
is the development of a fresh, practical concept in any field and serves as the basis for all inventions (Amabile
T.M., 1997).
Innovation can be gauged by productivity, employment, revenue, or improved competitive position. Examining
distinctive competencies or quality may be one or more additional measures. However, these indicators are
dependent on the operational context, market conditions, competitor activity, local political and economic
factors, brand reputation, and customer loyalty.

Security

Customers should never disclose personal information like PIN numbers, passwords, etc. to anyone, even bank
workers, according to Ruby and Pankaj (2011). It's crucial to protect documents that contain sensitive
information. PIN or password mailers shouldn't be kept about; instead, they should be changed right away and
memorized before being destroyed. Customers are cautioned against giving sensitive account information over
the phone or through unencrypted emails. Simple safety measures include routinely changing your online login
and transaction passwords as well as your ATM PIN. Make that the signed-in session is appropriately closed off
as well.

Security problems are a source of anxiety for everyone, especially when they relate to the financial sector,
according to FSA (2010). Theft of commercially sensitive or financial information, defacing of websites, denial
of service attacks, and weaknesses in system architecture or setup are just a few examples of the security
breaches that can occur when using e-banking. All of these security lapses could have detrimental effects on
finances, legal matters, and reputation.

Reachability

The majority of financial institutions close their doors early, but with agents, you can conduct your transactions
for so long as the business location is open, giving you flexibility in your schedule. Particularly for those who
are busy during the day, this has proven to be incredibly convenient. Financial institution representatives have
been shown to be cost-effective, particularly for those who live in rural areas remote from banks (Veniard,
2010).

support mechanism

The adoption of E-banking, as with other E-commerce projects, is supported by a number of important factors,
including national ICT infrastructure. New technology adoption and use cannot succeed without an acceptable
level of ICT infrastructure development and quality (Efendioghu 2004; Scupola 2003). According to Cohen
(2002), nearly every new business is being impacted by the continued global expansion of a high-tech
telecommunications infrastructure and the greater accessibility of advanced information technology services.
Emerging industries are those that have recently formed or undergone significant reform as a result of
technological advancements, changes in relative cost structures, the emergence of new consumer needs, or other
societal and economic shifts that assess a new good or service as a potentially profitable business opportunity.

environmental component

Some environmental elements in this area are probably more important than others when it comes to technology
adoption, according to a study. The study's five environmental variables that are important for the adoption of
agent banking are as follows:

empirical analysis

The study "Opportunities and Challenges of Agent Banking" was done by Tilahun (2017). The results of "The
Case of Selected Commercial Banks in Ethiopia" confirm that, despite the significant progress noted, the
implementation and delivery of agent banking services in the Ethiopian banking sector will be unsatisfactory
due to commercial banks' lack of attention and support, their level of managerial expertise, their financial
networks with other banks, their access to the internet and telecom networks, and their lack of awareness-raising
efforts among the general public. Commercial banks are urged to support ongoing education and public
awareness campaigns, improved telecom services, and institutional cooperation to connect technologically
(Tilahun, 2017).
In his study, Tamirat (2017) examined "An examination of determinants affecting agent banking adoption. the
situation with Lion International Bank S.C. According to the research's findings, the reliability of the
technology, resourcefulness, commitment of top-level management, training, support from the government,
legal framework, belongingness of Agents, and public awareness of agency banking system were the main
obstacles to the successful implementation of Agent banking system in the chosen bank. After giving careful
consideration to those conclusions, the researcher makes recommendations for the stakeholders, the bank, the
agent, Ethio-telecom, and the National Bank of Ethiopia in relation to their roles, on important issues like
awareness and customer sensitization, ongoing training, security, and liquidity management (Tamirat, 2017).

A study on the "challenge and prospects of mobile and agent banking adoption in Ethiopian banking industry"
was conducted by Yikeber (2018) in Ethiopia. The study's primary goal is to evaluate the barriers to and
opportunities for the adoption of mobile and agent banking in the Ethiopian banking sector. The study found
that environmental factors (lack of adequate ICT infrastructure, poor internet and mobile network quality,
inconsistent power and network supply in rural areas of the country), organizational factors (lack of support and
commitment from top level management, lack of availability of well-trained manpower to build agent networks,
lack of skill of IT personnel, lack of technical and managerial skill of staffs), and technological factors (lack of
confidence with the security aspect, The study also showed that ease of use and understanding, convenience in
carrying out banking operations, and perceived usefulness are the main factors driving adoption of mobile and
agent banking.

Improved customer service prevents banks from closing early, encourages fast small cash movers to deposit
their extra funds into the banking system, expands the bank's market reach, boosts bank productivity, improves
customer service, and makes services accessible at any time and location. The study advised banks to take into
account technological competition, regulatory bodies to issue appropriate legal frameworks to facilitate the
adoption of mobile and agent banking systems, and the government to support the banking sector by investing in
the development of ICT infrastructure and financial (Yikeber, 2018).

The results of a study by Henos (2018) titled "Challenges and Prospects of Agent Banking in Ethiopia: the case
of M-BIRR and CBE-BIRR" identify many criteria that are classified into five categories of the technology
adoption model. The perceived economic factor (cost of using a bank account), perceived usefulness (actual or
practical benefits), perceived ease of use (illiteracy, awareness, mobile network quality), perceived trust (trust in
the bank, trust in the agents, trust in the technology), perceived risk (vulnerability to errors and vulnerability to
hackers), and perceived usefulness are some of these factors and sub-factors. With service providers and agents,
challenges related to the growth of agent banking are also explored. In order to accomplish this, a variety of
issues are brought up and discussed during the interview, including customer and agent knowledge, the
availability of limited services, NBE laws and constraints, a lack of funding, subpar advertising, illiteracy, and
mobile network quality (Henos, 2018).

According to a study by Yeshitila (2019) titled "Assessing Opportunities and Challenges of CBE-Birr Mobile
Money Service: Case Study on Commercial Bank of Ethiopia," the main obstacles to the implementation and
growth of CBE - BIRR mobile money service are a lack of an effective agent network and unreliable customer
support. The most highly rated opportunities for implementing and growing the CBE-BIRR mobile money
service in Ethiopia's commercial banks were the government's commitment to bolstering the banking sector, late
adopter opportunities, an increase in the number of educated potential customers, and an improvement in
societal banking habits.

The banking industry requires the most recent studies to pinpoint the elements influencing adoption at a time
when technology is developing quickly and there are more participants than ever. But there is quite a bit of

There is a knowledge gap and no research on the commercial bank of Ethiopia. According to the researcher's
knowledge, there has been some limited research on agent banking, including Ethiopia's commercial bank. The
studies Yikeber (2018) on "challenge and prospects of mobile and agent banking adoption in Ethiopian banking
industry" and Tilahun (2017. "Challenges and Prospects of Agent Banking in Ethiopia: the case of M-BIRR and
CBE-BIRR") focused on the customer and employee perspectives, respectively. And Yeshitila (2019) produced
a study on the difficulty and potential of the CBE-Birr mobile service with a focus on the views of the clients.
This demonstrates that neither customers nor employees were used in the earlier tests. Therefore, more research
is still needed to evaluate factors influencing the adoption of agent banking at the Commercial Bank of Ethiopia
from the perspectives of both customers and employees. This study aimed to fill a gap in the literature on agent
banking in the commercial bank of Ethiopia by analyzing the fundamental elements influencing the adoption of
agent banking from both the staff and customer perspective.

SECTION THREE

Methodology

research approach

To obtain data necessary to analyze the primary factors affecting the adoption of agent banking systems, the
study will use a descriptive and explanatory research approach. The purpose of a descriptive survey was to
describe the opportunities and difficulties in the implementation of agency banking in Ethiopia's commercial
banks. We will use an explanatory study design to describe how agent banking functions and the variables that
influence it. By examining a sample, the design will offer a qualitative and quantitative depiction of the trends,
attitudes, or opinions of a population.

research strategy

The study will use both qualitative and quantitative research methodologies to meet its goals and respond to its
research questions. Using CBE employees and agents who are engaged in the delivery of e-banking services,
key informant interviews have been conducted in the qualitative approach to get information from experts who
have in-depth knowledge of agent banking. This will help you comprehend the agent banking system and agent
banking more thoroughly. Additionally, the study gathered quantitative data from clients and e-banking service
providers (CBE).

Data source and method of collection

data origin

Both primary and secondary data sources will be used in the course of this study. Both formal and unstructured
questions are included in the survey. The purpose of the structured questionnaire will mostly be to answer
closed-ended questions.

Data gathering technique

Unstructured type of questions designed to allow respondents to give reasons for their selections will be
employed as the data gathering strategy in this study. This makes it possible for the researcher to collect data
without restricting the respondents' options. The majority of the questions were consequently open-ended in
order to elicit more detailed information.

The study will also employ interviews with a subset of CBE-birr agents, e-payment managers, and IT managers.
Both open-ended and closed-ended question types were employed during the interview. Additionally, the study
used secondary data sources such books, journal articles, previous bank publications, prior bulletins, and the
official CBE website.

Sample dimensions and sampling methods

Based on deposit performance, client base, and volume of transactions, the branch grading system assigns
grades. Accordingly, this study selects four branches from the Merkato district using the purposive sampling
method. These branches are Jimma main, Awetu, Aba Jifar, and Sedecha, and they were chosen based on their
deposit performance, customer base, and number of transactions from grade 4 (Jimma main), grade 2 (Aba
Jifar), and grade 1 (Awetu and Sedecha) branches, respectively. In this study, proportional simple random
selection was employed to choose respondents from the branch.

techniques for analyzing data

Statistical Package for Social Science (SPSS) software will be used to handle and analyze the acquired data
utilizing the descriptive and explanatory methods of analysis. The findings and key results for the general
objective will be presented using tables along with in-depth explanations, interpretations, and for the specific
objective, also discussed under each table on the topics, following the completion of statistical analysis.
Additionally, the proper interpretation and implications of the results will be examined.

Validity

The validity of this study will be addressed by a review of the literature and the adaptation of instruments from
earlier studies. Additionally, a pre-test of the questionnaire will be given to the respondents, and certain
adjustments will be made in light of the results.

Reliability

The internal consistency of the things is a concern for reliability. According to Hair et al. (2007), dependability
refers to how consistently a variable or combination of variables measures the thing for which it is intended.
Cronbach alpha reliability tests will be used to conduct internal consistency analysis because all variables in the
current study employ multiple items. According to Duffy and Kilbourne (2001), Cronbac's measures how
consistently participants respond to questions on a scale. According to Duffy et al. (2001), a high (higher
than.70) denotes that the scale's items are assessing the same construct. The results for Cronbach's alpha were
generated using SPSS version 20.

3.7. Ethics-related matters

The researcher has complied with a number of ethical guidelines. The first is asking respondents for their
express consent. This makes sure that their participation in the study is not voluntary. Additionally, the
researcher made sure that the respondents were informed of the study's goals and their role in achieving them.
Treating the respondents with respect and decency is another ethical practice employed by researchers (Leary
2004). This was done so that the survey participants would feel comfortable and be more likely to respond
honestly. Additionally, ethical guidelines were followed when analyzing the data. The researcher verified the
accuracy of the encoding of the survey replies to assure the integrity of the data. This will be done to guarantee
the validity and verifiability of the statistics derived from the study (Leary, 2004).

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