An empirical approach to customer perception of mobile banking in Indian scenario

Sadia Samar Ali and Rajbir Kaur

International Journal of Business Innovation and Research, 2015, vol. 9, issue 3, 272-294

Abstract: Service sector in India is characterised by its evanescence and divergence and accounts for catering to the needs of 1.22 billion Indians. Intense competition and mobility of technologies have pushed banking sector to explore and adopt innovative practices like use of mobile phones for customer retention and business growth. In the present study different factors impacting customer's perception towards mobile banking are evaluated with the help of a survey across India. This empirical study proves that there is a substantial difference in the use of mobile phone among users belonging to varied demographic profiles and occupational backgrounds. The findings have highlighted the issue of security, convenience and awareness as primary area of concern. To keep the mobile banking in high growth trajectory, banks need to focus on these intangible concerns and also must capture the untapped customer segment.

Keywords: mobile banking; m-banking; customer perceptions; factor analysis; India; mobile phones; cell phones; demographics; occupational backgrounds; security; convenience; awareness. (search for similar items in EconPapers)
Date: 2015
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