An Empirical Study on Customer Satisfaction of Mobile Banking Services with respect to Gujarat region

Abstract

Due to the rapid advancement of wireless technology, the number of mobile phone accounts in India now exceeds the population. It is also true that mobile communications is no longer regarded as a luxury item, since it has penetrated society to the point that anybody may own a phone. In addition, mobile carriers provide a variety of services to expand their network and cover any gaps that may arise. As a result, mobile phones have become increasingly important in the day-to-day lives of banking clients. The purpose of this study is to analyse the various factors of infusing the customer satisfaction towards using mobile banking services and to study the relationship between those factors along with mediating factors and demographic moderators. The study focuses on 13 dimensions of usage intention model and five moderators to learn about how infusing the customer satisfaction towards using mobile banking services with effects of various moderators. The current study takes a quantitative approach and employs a descriptive research methodology. Initially, a sample of 1115 respondents was selected, but after data cleaning, 1047 valid responses were selected from respondents for analysis in this study.This research model aids in identifying relationships between various variables as well as mediating and moderating effects between factors as well as mediating and moderating effects between the factors namely perceived usefulness, perceived ease of use, mobile atomsphere, perceived reliability and responsive, perceived attitude, perceived risk, image of bank, perceived security, perceived trus, perforamance expantacy, hedpnic motivation, perceived benefits and social influence and moderators like gender of male and female, marital status of married and unmarried, income of high middle and low middle, education level of basic and special as well as multi group analysis of further moderator age of generation X, Y in determining customer satisfaction while using mobile banking services. newline