Does Gender, Age and Income Moderate the Relationship Between Mobile Banking Usage and Loyalty?

Savdeep Vasudeva and Sonia Chawla
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Savdeep Vasudeva: DAV Institute of Engineering & Technology, Jalandhar, India
Sonia Chawla: Dr BR Ambedkar National Institute of Technology, Jalandhar, India

International Journal of Online Marketing (IJOM), 2019, vol. 9, issue 4, 1-18

Abstract: This article aims to determine the moderating role of demographics gender, age and income on the relationship between mobile banking (m-banking) usage and loyalty towards the service. A sample of 524 m-banking users from the state of Punjab in India was used to understand the interaction of this relationship. The collected data was then analyzed through moderated multiple regression analysis using dummy variables. Results of the study reveal that among the three demographics, gender and age moderate the relationship between m-banking usage and loyalty. The study provides important implications for the banks and the academic research related to m-banking.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:9:y:2019:i:4:p:1-18

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