Risk Governance and Control: Financial Markets & Institutions/ Volume 7, Issue 4, Fall 2017, Continued - 2 270 GOVERNANCE OF THE IMPACT OF PRICE SATISFACTION DIMENSIONS ON MOBILE BANKING ADOPTION Pinigas Mbengo *, Maxwell A. Phiri ** * Department of Electronic Commerce, School of Business and Management Sciences, Zimbabwe ** College of Law & Management Studies, University of KwaZulu-Natal, South Africa Abstract How to cite this paper: Mbengo, P., & Phiri, M.A. (2017). Governance of the impact of price satisfaction dimensions on mobile banking adoption. Risk Governance and Control: Financial Markets & Institutions, 7(4-2), 270-278. http://doi.org/10.22495/rgc7i4c2art9 Copyright © 2017 The Authors This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). http://creativecommons.org/licenses/b y-nc/4.0/ ISSN Online: 2077-4303 ISSN Print: 2077-429X Received: 01.06.2017 Accepted: 14.10.2017 JEL Classification: G32, D12, G34 DOI: 10.22495/rgc7i4c2art9 The Reserve Bank of Zimbabwe has encouraged the use of mobile banking services in a bid to promote financial inclusion and as an additive banking channel to compliment traditional banking model. The mobile phones have phenomenally changed the way the Zimbabwean banking industry is conducting business. The major purpose of this study is to critically examine the impact of influence of price satisfaction dimensions on behavioural intention to adopt mobile banking. The study used a descriptor-explanatory design whereby descriptive design was a precursor to explanation. Data was collected using a questionnaire and analysed using the Statistical Package for Social Sciences (SPSS). Findings show that relative prices had the strongest positive influence on behavioural intention to adopt mobile banking. However, price confidence did not indicate any significant relationship with dependent behavioural intention and the hypothesis so associated was therefore not supported. Price fairness and price transparency had negative significant relationships with the dependent variable behavioural intention to adopt mobile banking. Given these findings, the researchers made recommendations to various stakeholders in the banking industry. This study is important because it highlights the dimensions that are powerful predictors in attracting new customers in the mobile baking industry. Keywords: Adoption, Dimensions Mobile Banking, Price Satisfaction, Price Transparency, Perceived Cost, Relative Prices 1. INTRODUCTION Pricing is one of the marketing mix elements that directly influence revenue generation by an organisation but prices are often set without taking careful consideration of consumer perceptions and their attitude (Lovelock, and Wirtz, 2012). Price has been identified as one of the important variables that influences positively and negatively the attitude and behaviour to adopt new technology. Mobile banking can be treated as one of the newest technological elements banks are embracing (Saleem and Rashid, 2011:537). Mobile banking has been commended for its convenience to do financial transactions anytime anywhere. The main aim of this paper is to examine the impact of price satisfaction dimensions on attitude to adopt mobile banking in Masvingo province. Consumers in Masvingo have mixed views about the adoption of this highly technical banking approach. Price satisfaction dimensions have been heavily studied by Diller (2000) in consumer behaviour and Matzler et al. (2006) in the traditional retail banking services (Hortamani, Ansara, & Akbai, 2013:46). Little or no research of price dimensions has been done in mobile banking (Jirofti and Nazari, 2014) and even in Zimbabwe. The study of price satisfaction dimension is significant in purchasing decision process (Gyan and Somogyi, 2012:44) and pricing has a great impact on attitude by consumers towards adopting a new product. Even if several studies have addressed the impact of pricing on behavioural intention to purchase products, little attention has been afforded the constructs of price satisfaction. These price dimensions have the potentiality to drive consumers in Masvingo province to adopt mobile banking. In order to understand the impact of price satisfaction dimensions on attitude to adopt mobile banking, there is need to carry out an empirical study in Masvingo province. Basing on literature review, the research question that guides this study is to determine the impact of price satisfaction dimension on behavioural intention to adopt mobile banking in Masvingo province. The price dimensions considered in this