Factors Affecting Banker’s Perspective on Mobile Banking
International Journal of Management, IT and Engineering, Volume 5, Issue 7, July 2015, pp.28-38, ISSN: 2249-0558
11 Pages Posted: 12 May 2016
Date Written: July 10, 2015
Mobile banking is considered as potentially one of the most value added and important mobile services available. The technological changes in mobile networks, mobile devices, and the innovative attributes of mobile internet, advances in the theoretical framework of innovation in services allowed to develop a customer centric analysis of m-banking value proposition. The critical factors in the diffusion/penetration of m-Banking, reasons for failure, and further prospects of success depends on various factors and are different for different countries. This paper analyze the significance of mobile business activity in terms of their usability, opportunities, and challenges in financial sector with special emphasis on banking activities, to identify the gap between mobile communication technology innovations, and its penetration in banking industry as a new distribution channel. The strategy of adapting information technology and hence online banking services by Indian banks is studied by applying “Diniz Model” in terms of informational, transactional and customer relationship functional areas. The results of the study on Indian bankers perspectives on introducing mobile banking as new distribution channel and evaluation of banks strategy to provide and to maintain this new channel, Factors determining the adoption of mobile banking by financial services institutions are presented and discussed.
Keywords: Online banking, mobile banking, Diniz Model, Bankers perspective on e-banking, Customer Equity Approach Model
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