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Acceptance of Technology based Self Service Banking among Mature Customers

PRIMA: Practices and Research in Marketing

Volume 5 Issue 1/2

Published: 2014
Author(s) Name: Rajiv Sindwani, Manisha Goel | Author(s) Affiliation: Department of Management Studies, YMCA University of Science and Tech, Faridabad, Haryana, India.
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Abstract

Technology based self service banking (TBSSB) includes banking services that customers use independently without any interaction with the bank employees. Though banks have successfully launched TBSSB services (i.e. ATM Banking, Internet Banking, Tele Banking, Mobile Banking etc.), but their adoption among mature customers is still very low in India. In this study people above 50 years of age are considered mature. The purpose of this paper is to find the factors that affect the adoption or intention to adopt TBSSB by mature customers in India. For this purpose, various attributes affecting the adoption of TBSSB by mature customers have been explored. A survey has been used to collect primary data and 152 usable questionnaires were used for the purpose of analysis. Factor analysis procedure was employed to identify the underlying structure among the various explored attributes. This study will help bank managers in gaining insight of the critical attributes and factors affecting adoption of TBSSB, which in-turn will facilitate banks to redesign TBSSB services for mature customer as well as designing promotional activities to convince more and more mature customers to adopt TBSSB.

Keywords: Technology Based Self Service Banking, Mature Customers, Adoption, Factor Analysis, India

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