The IUP Journal of Marketing Management
Customer Satisfaction with Mobile Banking Services in India

Article Details
Pub. Date : Feb, 2022
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM50222
Author Name : Rinki Verma1, Manoj Kumar2, Anushree Singh3 and Karnika Srivastava4
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 22



Researchers and practitioners have expended considerable effort to comprehend customer satisfaction with mobile banking. This study aims to help the practitioners in strategically planning and delivering mobile banking services to increase customer satisfaction by statistically testing Perceived Usefulness (PU), Perceived Ease of Use (PEOU), relative advantage (RA), self-efficacy (SE), service quality (SQ), risk and trust with regard to satisfaction level among mobile banking users in India. Structural Equation Modeling is used to check the fitness of the model and understand the factors affecting mobile banking user satisfaction in India. The data was collected by using a structured questionnaire. The results of the study show that PEOU and PU are positively related. PEOU and PU, RA, trust, SQ and perceived risk have a significant relationship with customer satisfaction. However, SE and trust do not have any significant impact on customer satisfaction due to lack of technology awareness among users and increasing number of mobile banking frauds in India.


The Covid-19 outbreak and its contagious effects have compelled many countries to increase the use of cashless transaction to break the chain of infection. The governments of various countries are requesting their citizens to use digital modes of payment. The use of Mobile Banking (MB) has helped many to cope with the situation by transacting through their mobile phones and avoiding physical bank branch visits. The high penetration of mobile phones and banks' innovative and modern services have been a life savior in the year 2020. Modern banking gives users freedom to access bank services at any point of time, any day through their smartphones. The promising but marginally adopted MB services are amongst the most recent in the series of technology adoption (Shih et al., 2010; and Dineshwar and Steven, 2013). Capegemini (2018) and KPMG (2015) reports state that banking is opting for a shift in approach to 'Increasing Mobile