Page 70 - 2018

M.Phil
(Social Science & Humanity)
FACTORS AFFECTING CUSTOMER ADOPTION OF MOBILE
BANKING SERVICES IN MEHSANA

M.Phil. Scholar : Patel Khyati N.
Research Supervisor : Dr. Harsha Jariwala

Regi. No.: 17055131003
Abstract :
The purpose of this study was to establish the factors affecting customer adoption
Mobile banking in Mehsana This study intended to fill this gap. The study was guided by
the following objectives: To know the various factors / variables that affect banks
customers’ adoption of mobile banking. To know the effect of demographic variables of
bank customers on mobile banking adoption.

The study employed a descriptive research design in which the population of the study
was customers of all the banks in Mehsana. The study used a sample size of 384
customers to collect data using research questionnaires and the collected data was
coded and analyzed using means and standard deviations. The analyzed data was
presented in form of tables.

The study found that most of the respondents were in one form of a relationship of
another and were in some useful form of employment. The study also found out that the
respondents used mobile banking because they found it cheap, safe and reliable to a
greater extent. The study also found out that the respondent’s colleagues, friends and
family influenced the respondents to adopt and use mobile banking while the influence of
the media on the adoption of mobile banking is not clear. The study also found out that
mobile banking has a range of services, is convenient in doing bank transactions and
access to the bank service, saves time and has a good connection speed. The banks
customers expect mobile banking to proceed with their expectations and to be secure.
The customers also expect not to lose nay privacy and any amount of money when doing
mobile banking transactions. The respondents were also willing technology and were
aware of mobile banking services.

The study also found out the advantages for using mobile banking provides easy access
bank account information, mobile banking is more secure than traditional banking, it is
easy to learn to use the mobile banking mobile banking is safe and mobile banking
system is user friendly. On perceived risks the respondents indicated that they might not
use mobile banking because they risk in mobile banking, agreed that their banks do not
accept liability in case of loss, the technology of mobile banking is not easy to understand
and information concerning my cell phone banking transactions can be tampered with by

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