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Indian Journal of Public Health Research & Development
Year : 2018, Volume : 9, Issue : 11
First page : ( 2058) Last page : ( 2065)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2018.01753.9

Customer shift from e-banking to m-banking in state bank of India: A study to identify influencing factors causing the change in behaviour

Damodaran Deepa1, Sambandam N1

Assistant Professor VIT Business School, VIT University, Chennai Campus, India

1Pro Vice Chancellor, VIT Business School, VIT University, Chennai Campus, India

Online published on 13 December, 2018.

Abstract

The basic purpose behind writing this paper is to identify those variables that causes shift of customers from e-banking to m-banking of State Bank of India. A quantitative approach was used. The study was conducted on 450 people customers, out of which 384 respondents were finally shortlisted. Simple random sampling method was used to select them. It was identified that perceived benefits of using the banking services over mobile phones, influence of peer groups, service provider facilitating conditions and technology are the major influencing factors. It was suggested that banking institution must extend their services offering through the m-banking and more and more customers must be encouraged and convinced to use m-banking services. Emphasis must be laid on ease of use of technology in the hands of customers. Employees must be trained enough to promote m-banking services not only in-house (within the branch), but also by becoming brand ambassadors in promoting m-banking services at other places as well. Bank must make use of different medium of communication to connect with customers to increase level of awareness and to build positive perception of customers towards m-banking services.

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Keywords

Technology Acceptance Model, M-Banking, Services, State Bank of India.

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