1 FACTORS AFFECTING THE ADOPTION OF THE ECOBANK MOBILE BANKING SERVICE Mwangala Chingumbe and Dr. Lubinda Haabazoka Graduate School of Business, University of Zambia, Lusaka, Zambia ABSTRACT Digital technology is changing the ways of doing business including the behaviour and expectations of consumers. Many Banks around the world are using mobile banking to serve their customers in order to create convenience and efficiency. Ecobank mobile banking service was launched in 2017, however the adoption rate by existing customers has been very low as only 23% have registered for the service. The study focused on factors affecting the adoption of the Ecobank Mobile Banking service. The aim of the study was to investigate the factors that have derailed the adoption of mobile banking with the intent of developing a Mobile Based Adoption Framework. Customer Relationship Management report (2018) system showed that customers continued to visit the branch for services that can be obtained on mobile banking. This caused problems for the bank such as increased queues in the branches, costs of employing additional tellers, cost of printing customer requests and customer service challenges. The study was done using mixed method research through telephone interviews and secondary research. The sampling method used was purposive sampling. Non enrolled customers provided feedback to the reasons for non-adoption of mobile banking, dormant customers provided information as to why they had stopped using the service and the challenges that they experienced. Secondary research was done to analyse mobile banking complaints received from enrolled customers as captured in CRM. The results of the study showed that many customers lacked product knowledge of the mobile banking services. Customers are registering for the service using alternative numbers which are not captured in the system and are not linked to their accounts. Challenges faced by customers on Ecobank mobile banking service are pin resets, failed bill payments and transfers, failure to link alternative number to Mobile Banking App and failed mobile banking activations. The conclusion was that customers had very limited product information on mobile banking. The researcher recommends an integrated Marketing Communications Strategy in order to create product awareness. The on-boarding process should include registration at account opening, self-service options for account linkage to mobile banking and pin resets, increased cash-in and cash-out options through strategic partnerships. Keywords: Mobile App, Mobile Banking, Customer Relationship Management, Technology Adoption Model (TAM)