FACTORS INFLUENCING INDIVIDUAL CUSTOMERS' TRUST IN MOBILE BANKING

The paper explores the individual customers' confidence in the mobile baking sector in Lithuania. Skvarciany and Jureviciene (2017b) identified the factors and their sub factors influencing confidence in the banking business. In order to assess the importance of these factors for the mobile banking sector, we used expert evaluation method to distinguish the most important factors and sub factors that could lead to a higher confidence level of commercial banks' individual clients and analytic hierarchy process method for data processing. The experts assigned the factors and sub factors with the weights which show the most important ones in customers' confidence-building process in mobile banking. The results indicate that the key factor influencing customers' confidence in mobile banking in Lithuania is customers' characteristics and the weightiest its sub factor is computer literacy.