Resistance to the adoption of mobile banking services in Cameroonian microfinance institutions: an explanation using enactment theory

Purpose This study aims to identify organizational barriers to the adoption of mobile banking services in Cameroonian microfinance institutions (MFIs). Design/methodology/approach Drawing on Orlikowski's (2000) enactment theory, the study adopts a qualitative interpretivist approach to examine how mobile banking technologies are perceived, implemented or resisted within MFIs. Semi-structured interviews were conducted with 14 managers and senior staff from second-category MFIs in Yaoundé. The data were analyzed through inductive thematic coding using NVivo 10. Findings The results reveal three interrelated barriers: functional (costs, infrastructure constraints), psychological (fear of change, attachment to relational banking practices) and regulatory (licensing and authorization constraints). Research limitations/implications The study is limited to second-category MFIs located in Yaounde and relies on qualitative data, which restricts statistical generalization. Future research could extend the analysis to other regions and stakeholders, including customers and regulators and then conduct a quantitative survey, which can take into account statistical generalization. Practical implications The results will facilitate the diagnosis of managers responsible for marketing strategies in microfinances, and will guide them toward better implementation/adoption of digital financial services in their organizational systems, by encouraging the emergence of new practices and skills toward a relational business logic. Social implications Mobile banking can help improve operational efficiency and the development of new economic opportunities, not only for MFIs, but also for customers, through access to wider markets, thus improving quality of life. Originality/value This study offers a novel perspective by applying enactment theory to reveal internal organizational barriers to mobile banking adoption, contrasting with prior research focused mainly on user resistance through technology acceptance model and unified theory of acceptance and use of technology models.