Consumers’ behaviour with respect to adoption of m-banking services in tamilnadu

Abstract

Advancement in technology created lots of challenges for banking services providers; nature to buy and sell has changed dramatically. Use of smart phones is the latest channel to perform banking activities. This article focused to study the adopters and diffusion of m-banking services in Tamil Nadu. Results provide an insight about attributes of customers of m-banking and to have effectiveness in segmentation process. The purpose is to identify a different factor that affects m-banking services adoption behaviour of consumers within Tamil Nadu. A survey on 250 customers using banking services was conducted within Chennai city of Tamil Nadu. Literature was reviewed to develop hypothesis. Study advised the banks to pay more attention towards parameters such as PU, SI, SE, CMPTBLT, RA, and RISK while designing strategies for m-banking services.