Machine Learning Techniques Applied to Profile Mobile Banking Users in India

M. Carr, V. Ravi, G. Sridharan Reddy and D. Veranna
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M. Carr: Institute for Development and Research in Banking Technology (IDRBT), Hyderabad, India
V. Ravi: Institute for Development and Research in Banking Technology (IDRBT), Hyderabad, India
G. Sridharan Reddy: Institute for Development and Research in Banking Technology (IDRBT), Hyderabad, India
D. Veranna: Institute for Development and Research in Banking Technology (IDRBT), Hyderabad, India

International Journal of Information Systems in the Service Sector (IJISSS), 2013, vol. 5, issue 1, 82-92

Abstract: This paper profiles mobile banking users using machine learning techniques viz. Decision Tree, Logistic Regression, Multilayer Perceptron, and SVM to test a research model with fourteen independent variables and a dependent variable (adoption). A survey was conducted and the results were analysed using these techniques. Using Decision Trees the profile of the mobile banking adopter’s profile was identified. Comparing different machine learning techniques it was found that Decision Trees outperformed the Logistic Regression and Multilayer Perceptron and SVM. Out of all the techniques, Decision Tree is recommended for profiling studies because apart from obtaining high accurate results, it also yields ‘if–then’ classification rules. The classification rules provided here can be used to target potential customers to adopt mobile banking by offering them appropriate incentives.

Date: 2013
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