TOPIC: COMPARISON OF DIGITAL AND NON-DIGITAL

FACTORS ON PERCEPTION OF MOBILE BANKING USERS

Abstract

The purpose of this research study is to investigate the views of Pakistani banking customers on
how they experience mobile banking for their banking needs. Bank managers should be aware of
the banking customers’ needs in order to successfully address these issues. The study contribute
to understand customer perception through the effect of digital and non-digital factors. Seven
variables have been selected as independent variable and mobile banking usage considered as
dependent variable. Data were collected through survey questionnaires from 300 respondents and
reported through SPSS version 16. It is concluded that two variables, need for service and quality
of service considered as non-digital factors has no significant impact on mobile banking usage
perception. While the digital factors that include performance expectancy, effort expectancy,
relative advantage, security and trust has a significant impact on mobile banking usage perception.
The limitation of the study includes sample size, mediation and moderation rolls of different
variables. For future research, moderating variables may be introduced in terms of digital and non-
digital factors to observe relation of moderating variables on consumers’ perception of mobile
banking usage. This study would helpful for bank managers in order to identify the needs of the
mobile banking customers and make suitable strategies in order to fulfill customers’ demands.

Keywords: Mobile banking usage, Digital Factors, Non-digital Factors, M banking

Customers Perception.