Investigating linkage between customer value and technology adoption behaviour: A study of banking sector in India

The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions.,A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model.,The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value.,This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans.

Enriching m-banking perceived value to achieve reuse intention

Background/Objectives: The paper aims to develop a relationship between perception of users and degree of usage of mobile banking and also study barriers associated with usage of mobile banking in rural India. Methods/Statistical Analysis: The paper uses Technology Acceptance Model (TAM) and inter mixes the concepts with innovation of diffusion theory. Structured Equation Modelling (SEM) is used for data analysis in this study as it would be helpful in calculating and measuring the interrelation between the identified dependent factors for successful diffusion of mobile banking. The fitness of measurement model was also judged using Confirmatory Factor Analysis (CFA) thereby contributing towards reliability and validity of the framework. Findings: The results indicate that usage of the mobile banking technology is largely driven by perception of users and potential users. The results reveal that perception whether it is towards usefulness, ease of use or risk aversion plays an important role towards degree of diffusion of mobile banking in rural setup. The result proposes that the diffusion of mobile banking by banks and financial institutions need to study the degree of perception towards credibility risk before upgrading the technology. The longevity of mobile banking is also supported by the perception of users and influence of peer pressure. Applications/Improvement: The study also contributes towards understanding and relating perception of the users and the technical aspect of the system i.e. risks predicting the behaviour of the users of mobile banking.

Analysing the Barriers towards Sustainable Financial Inclusion using Mobile Banking in Rural India

This paper reviews the theoretical literature on the growth of digital and information technology in the Indian banking industry. The stupendous advancements in digital technology have transformed the way banks operate. The commencement of the age of digital business has been disrupting the business environment and breaking out innovative and singular ways of doing business. One of the latest outcomes of this is digital banking. Digital banking technologies have escalated over the years, with the availability of a large portfolio of products such as deposits, ATMs, debit cards, mobile payments, and the like. There is an immense possibility of using the infrastructure of the digital age to create opportunities - both local and global. The increase in competition and various other challenges in the banking sector are pushing the banks to adopt new digital models that present unique sources of value to them. This paper examines the extent and the direction of the effect of digital technology in the domain of Indian banking.

https://www.allfinancejournal.com/article/view/12/1-2-8

Digital technology in the realm of banking: A review of literature

Background/Objectives: The purpose of this paper is to examine the role of trust in internet banking services based on empirical evidence from the survey conducted with commercial banks’ consumers in Irbid, the second largest city in Jordan. The paper answers the main research question: ‘Do the Ease of Use and Perceived Usefulness affect consumers’ trust to accept and use internet banking technology to perform their banking transactions?’ Methods/Analysis: This is an explanatory paper based on literature reviews and empirical data to explore reasons for accepting internet banking service. The approach takes the form of an empirical study conducted with 198 bank’s consumers in the north of Jordan using a basic model of the adoption of internet banking depends on Technology Acceptance Model framework (TAM). Partial Least Squares (PLS) was used to address sophisticated data analysis issues. Findings: The results confirm that trust increases if users perceive internet banking services to be useful whereas perceived ease of use fails to predict Jordanians’ trust to accept and use internet banking services. Novelty/Improvement: The findings from this study are useful for policy makers, banking sectors and financial practitioners to enhance the use of internet banking services among Jordanians.

The Influence of Perceived Trust on Understanding Banks’ Customers behavior to Accept Internet Banking Services

Background/Objectives: This paper studies the development in information and technology enable banks in value added services to be effective in satisfying customer needs by adopting new innovative solutions in banking services to meet perceived value and expectations. Methods/Statistical Analysis: To study the perceptions of bank customers, bank employees regarding the use of various products/services delivery channels and their acceptability in Andhra Pradesh. 200 sample respondents had interviewed in order to assess the number of existing bank customers availing e-banking services. Correlation analysis also applied in this study. Findings: Regardless of their size, profitability and growth demand that banks focus on serving customers at the right time, with the right level of service and at the right cost. Several factors are driving this customer focus. Number one, today’s customers expect personalized pricing and portfolio mixes. Banks that can’t deliver will suffer reduced profitability. While banks, by default, sell every product to every customer, digital banking allows customization, providing the data and analytics capabilities needed to examine each customer’s profitability and offer individual¬ized or segmented products and pricing. Application/Improvements: To stay profitable and grow in the new digital economy, banks need to adopt a customer-centric business model, diversify online delivery of products and services channels, and begin making meaning from valuable trails of digital information.

Srinivasa Rao Budde

Papers

Banking Technology Innovations in India: Enhancing Customer Value and Satisfaction