The Effect of Demographic Characteristics on Mb-Loyalty: A Study of Mobile Banking Customers

Abstract

Mb-loyalty may be considered as the behavioural intention to continue relationship with mobile banking service provider. The aim of the present paper is to empirically examine the influence of demographics characteristics (gender, age, highest completed education, occupation, and annual income) of mobile banking customers on loyalty towards mobile banking services. Data is collected from 312 mobile banking customers in Delhi and NCR region. Levene’s test of homogeneity of variance, t-test, one-way analysis of variance (ANOVA), and post-hoc tests are performed on the collected data. The analysis results display the significant effect of age, education and income variables on mb-loyalty. This research is different from the others in a manner that rather than finding the effect of demographic characteristics on loyalty with the overall banking services, it focuses exclusively on the perception of mobile banking customers and finds the influence of their demographics on loyalty with mobile banking services. This research will give insights to bankers and academicians about the differences in customer loyalty that may arise by the diversity in demographic characteristics of mobile banking customers and recommends bankers to focus on demographic characteristics for creating value for customers, resulting in enhanced mb-loyalty.

Keywords: Customer Loyalty, Mobile Banking, Demographic Characteristics, Levenes Test, ANOVA, T-test, Mb-loyalty

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