EXAMINATION OF DIGITAL AND NON-DIGITAL FACTORS ON PERCEPTION OF MOBILE BANKING CUSTOMERS: A CASE OF DEVELOPING ECONOMY

Afam Icha Ituma, Adil Riaz, Muhammad Hasnain Ali
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Abstract

The purpose of current study is to examine perception of mobile banking customers about digital and non-digital factors in Pakistan. The population of current study consists of current and future users of mobile baking in Pakistan. In this study, mobile banking usage is considered as dependent variable and seven variables (5-digital & 2-non-digital) have been selected as independent variables. The SPSS version 16 was used to analyse and report the data collected through an administrative questionnaire. The results of current study indicated that non-digital factors (Need of service and service quality) has insignificant relationship with perception of the mobile banking customers. Also, results indicated a significant relationship between digital factors (Performance expectancy, effort expectancy, relative advantage, trust and security) with perception of mobile banking customers. As a practical implication of the study, current study facilitate banking sector to facilitate their customers and retain their customer base. Banks used these results to identify the social norms of their banking customers and link them with mobile banking technology to facilitate them.
数字和非数字因素对手机银行客户感知的影响:以发展中经济体为例
当前研究的目的是检查巴基斯坦移动银行客户对数字和非数字因素的看法。目前研究的人口包括巴基斯坦目前和未来的移动烘焙用户。在本研究中,手机银行使用情况被视为因变量,七个变量(5-数字和2-非数字)被选为自变量。使用SPSS version 16分析和报告通过行政调查问卷收集的数据。目前的研究结果表明,非数字因素(服务需求和服务质量)与手机银行客户感知的关系不显著。此外,研究结果表明,数字因素(绩效预期、努力预期、相对优势、信任和安全)与手机银行客户的感知之间存在显著关系。作为研究的实际意义,目前的研究有助于银行部门方便他们的客户和保留他们的客户群。银行利用这些结果来确定其银行客户的社会规范,并将他们与移动银行技术联系起来,以方便他们。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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