Study of Indian Customer Mobile Banking Adoption

Abstract

The banking landscape in India has been changing rapidly due to advent of emerging technologies. Consumers have adopted technology in their everyday banking transactions. These changes have been evident because of the advent of electronic channels like mobile banking (MB), internet banking, payments banking, fintech applications, and such others. Given the burgeoning Indian population, the brick and mortar model of banking hasn't been able to keep up with the increased and enhanced customer needs. This has led to bankers harping on adoption of mobile banking. The authors in this study applied a sequential mixed method quant-qual to better comprehend customer perceptions towards adoption of mobile banking services. The research was carried out in two phases: quantitative survey followed by qualitative interviews. The findings from the study helped gauge the user perception towards MB. These were concerns regarding security, internet availability, simplified user interface experience of MB, customer convenience for core banking services, and transactions with minimum number of clicks.