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Sindwani, Rajiv
- Acceptance of Technology Based Self Service Banking Among Mature Customers
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1 Department of Management Studies, YMCA University of Science and Technology, Faridabad, Haryana, IN
2 Department of Management Studies, YMCA University of Science & Technology, Faridabad, Haryana, IN
1 Department of Management Studies, YMCA University of Science and Technology, Faridabad, Haryana, IN
2 Department of Management Studies, YMCA University of Science & Technology, Faridabad, Haryana, IN
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PRIMA: Practices and Research in Marketing, Vol 5, No 1&2 (2014), Pagination: 17-20Abstract
Technology based self service banking (TBSSB) includes banking services that customers use independently without any interaction with the bank employees. Though banks have successfully launched TBSSB services (i.e. ATM Banking, Internet Banking, Tele Banking, Mobile Banking etc.), but their adoption among mature customers is still very low in India. In this study people above 50 years of age are considered mature. The purpose of this paper is to find the factors that affect the adoption or intention to adopt TBSSB by mature customers in India. For this purpose, various attributes affecting the adoption of TBSSB by mature customers have been explored. A survey has been used to collect primary data and 152 usable questionnaires were used for the purpose of analysis. Factor analysis procedure was employed to identify the underlying structure among the various explored attributes. This study will help bank managers in gaining insight of the critical attributes and factors affecting adoption of TBSSB, which in-turn will facilitate banks to redesign TBSSB services for mature customer as well as designing promotional activities to convince more and more mature customers to adopt TBSSB.Keywords
Technology Based Self Service Banking, Mature Customers, Adoption, Factor Analysis, India.
References
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- Consumer Characteristics and Technology Based Self Service Banking Service Quality: Evidence from Delhi NCR Region
Abstract Views :510 |
PDF Views:1
Authors
Affiliations
1 Department of Management Studies, YMCA University of Science and Technology, Faridabad, IN
1 Department of Management Studies, YMCA University of Science and Technology, Faridabad, IN
Source
PRIMA: Practices and Research in Marketing, Vol 9, No 1 (2018), Pagination: 39-49Abstract
Technology based self service banking (TBSSB) refers to automated banking services availed by the customers using an assortment of technology based banking channels like ATM banking, Mobile Banking, Internet banking and Interactive Voice Response (IVR) Phone banking without interacting with bank employees. The aim of this study to explore the characteristics of TBSSB customers and to understand the effect of their characteristics (Gender, Age, Education, Occupation, Income) on four TBSSB service quality dimensions (Convenience, Reliability & Security, Responsiveness, Personalization). Data is collected from 414 TBSSB customers who are above 18 years of age and use at least one mode of automated banking services. Data is analyzed with the help of Levene’s test of homogeneity of variance, t test, one-way analysis of variance (ANOVA) to assess the significant difference. The results show the significant influence of Age on Reliability & Security dimension, and Education on Personalization dimension. Post hoc analysis is also used for the detailed analysis. The research suggest bank management to give due importance to the characteristics of the automated banking customers at the time of service design and service provision to enhance customers’ perceptions of TBSSB service quality.Keywords
Automated Banking, Technology Based Self Service Banking (TBSSB), TBSSB Customer Characteristics, TBSSB Service Quality Dimensions, Levene’s Test, T Test, One-Way Analysis of Variance (ANOVA), Post Hoc Analysis.References
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