Customer Perception Towards Mobile Banking with Special Reference to India

2199 Words Dec 14th, 2012 9 Pages

Purpose: The objective of this paper is to study customer perception towards mobile banking and finding important factors in India.

Design/Methodology/Approach: The research methodology is largely based on extensive literature review and is based on exploratory research followed by descriptive analysis. The data collected thorough questionnaire, which is based on both open ended and closed ended questions. The questionnaire is based on Likert scale. The data is analyzed through Factor analysis.

Findings: The important factors that affect the perception of customers towards mobile banking are convenience, security, faith on traditional banking and
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Security aspects are argued as an important concerns in the adoption of mobile banking (Brown et al., 2003, Luarn and Lin, 2005). Contrary to previous findings, some studies have argued that security issues are not perceived by customer to be major obstacles in mobile banking transactions (Sournata, 2003; Laukkanen and Lauronen, 2005). These studies state that, mobile baking was found a secure way to conduct banking transactions by the users. However, Suranta (2003) found that mobile services were nit used since they were perceived as impractical and not sufficiently diversified.

Gonzalez (2008) stated that M-commerce has many advantages over conventional banking system as it has reduced geographical boundaries and has enabled the customers to avail the services 24*7 hours just by clicking the buttons of their mobile phones and other mobile devices. It enables the users to access their account, get their account information, do transactions and avail other facilities without much delay and efforts.

As per prediction of Broadie (2007) the Mobile banking is leading to a paradigm shift in marketing practices resulting in high performance in the banking industry. Delivery of service in banking can be provided efficiently only when the background operations are efficient. An efficient background operation can be conducted only when it is integrated by

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