An Empirical Study on the Influence of Gender on Mobile Banking Services

Abstract

Competition has compelled the banks to be creative and innovative by offering value added services. In an attempt to provide value added services, the banking industry have changed from paper-based banking solutions provider to the latest of the technologies like online banking, mobile-banking, etc. to offer services at the convenience and comfort of its customers. Mobile banking helps the customer to connect to a bank via a mobile device such as cell phone, smartphone or personal digital assistant. The study was undertaken to know the role of gender in determining the satisfaction with factors of mobile banking services. This study uses t-test for determining the influence of gender on mobile banking services offered by banks. Regression analysis was also used to predict the role of 12 independent variables on the satisfaction with mobile banking services related to male and female customers. The study found that 3 factors namely guidance and support, user controllable and usefulness influenced the satisfaction related to mobile banking services for both the genders while flexibility influenced only the male customer.

Keywords: Mobile Banking, Satisfaction, Usefulness

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