Application of computer simulation for optimising branchless banking opportunities via cell phones

Mobile financial services (MFS) are a new phenomena in the world of mobile commerce (m‐Commerce) which helps customers to interact with a bank via a mobile device and makes banking virtually anywhere on a real‐time basis a reality. This study investigates the impact of adopting MFS applications on minimising service channels costs for Palestine Islamic Bank (PIB) in Khan Younis. Two types of models to analyse and evaluate the impact of adopting banking servicing opportunities via cell phones are presented. The first is a computer simulation model used for shedding some light on how inputs may affect the responses of interest. The second depends on the outputs of a simulation experiment for finding the optimum combinations of input parameters by following response surface methodology (RSM) assuming a certain level of customers representing the early adopters will use MFS.