Consumers Behaviour With Respect To Adoption of M-Banking Services in Tamilnadu
DeepaDamodaran1, N. Sambandam2
1Deepa Damodaran, Assistant Professor, VIT Business School, VIT University, Chennai Campus, (Tamil Nadu), India.
2N Sambandam, Pro Vice Chancellor, VIT Business School, VIT University, Chennai Campus, (Tamil Nadu), India.
Manuscript received on 13 March 2019 | Revised Manuscript received on 20 March 2019 | Manuscript published on 30 March 2019 | PP: 339-344 | Volume-7 Issue-6, March 2019 | Retrieval Number: F2230037619/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Advancement in technology created lots of challenges for banking services providers; nature to buy and sell has changed dramatically. Use of smart phones is the latest channel to perform banking activities. This article focused to study the adopters and diffusion of m-banking services in Tamil Nadu. Results provide an insight about attributes of customers of m-banking and to have effectiveness in segmentation process. The purpose is to identify a different factor that affects m-banking services adoption behaviour of consumers within Tamil Nadu. A survey on 250 customers using banking services was conducted within Chennai city of Tamil Nadu. Literature was reviewed to develop hypothesis. Study advised the banks to pay more attention towards parameters such as PU, SI, SE, CMPTBLT, RA, and RISK while designing strategies for m-banking services.
Keywords: Intention, Adoption, Innovation Adoption, Mobile Banking, Satisfaction, Technology.
Scope of the Article: Bio-Science and Bio-Technology