Factors Influencing Female User’s Satisfaction in Mobile Banking: A Study in Manipur, India

Abstract

Objective: This empirical study is aimed at investigating the impact of perceived credibility, perceived self-expressiveness, social norms and perceived compatibility on the mobile banking user’s satisfaction amongst the female population of Manipur, India.   Theoretical Framework: Using Technology Acceptance Model (TAM) as the basic framework, this study focuses on several constructs and their impact on user’s satisfaction of mobile banking users, namely, perceived credibility (PC), perceived self-expressiveness (PSE) and social norms (SN).   Method: The study employed structural equation modeling to test the proposed model, which was based on statistical data obtained from a survey of 202 respondents from 2 districts of Manipur, India. Consequently the EFA, CFA, discriminant and convergent validity of the items has also been tested.   Results and Discussion: The study revealed that perceived self-expressiveness, social norms, and perceived compatibility has a significant positive impact on the user’ satisfaction among female mobile banking users. However, perceived self-expressiveness seems to have a negative impact on the user’s satisfaction, implying as the perceived self-expressiveness increase the satisfaction of using mobile banking service decreases.   Implications: These findings provide valuable insights for the mobile banking service providers, highlighting the significance of credibility, social norm and compatibility in improving user satisfaction and also informing strategies for improving mobile banking experiences among female population.    Originality/Value: The research enlarges on the theory of TAM expanding its scope to various dimensions like perceived self-expressiveness, social -norms and its originality lies on the focus on females respondents only, from a northeastern state of India i.e. Manipur.