Abstract

The banking system played a crucial role in the economic growth. All sectors of any economies have grown under a solid banking system. However, the banking system in Yemen is facing many challenges that are hampering the country's development. This study attempts to discover the important factors that are influencing Yemenis to use the banking system’s services by investigating the relationship between the intention to use banking services and consumer’s trust, while cultural beliefs played moderator role between IV and DV. Questionnaire distributed to part time university students in seven cities in the country. Data was analysed by SmartPLS3, and the results showed trust significantly and positively influences university student's behavioral intention to use banking services. On the other hand, cultural belief was significant but in the negative direction. The study had a significant contribution to the academic understanding of the consumer's behavioral intention in the banking system in Yemen.

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