Customer engagement of mobile banking a case of mobile money in rural India

Abstract

The study determines the tendency of using mobile banking among bank customers in rural India and understands the value proposition to engage them in m-banking. It focuses on a few aspects, convenience, work-life, trust, safety, and product usage in mobile banking. The data is obtained from an online survey of electronic responses chosen from publicly available frame (s). We find that a share of 21% were risk-averse cash believers, against 79% who availed mobile transfers. We derive that instances of the wrong debit to the customers' account can eliminate trust in the service provider. The findings differ from past studies in a few ways, such as the insights on users' inhibitions with money, distinguishing trusting the bank versus trust, and deriving satisfaction from the end purposes met. We also find contrasting insights on behaviour. Responder's education enhances the use, product recommendations, safety perceptions, and the significance of ATMs or physical branches.