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CASIRJ Volume 5 Issue 4 [Year - 2014] ISSN 2319 9202

CONSUMER AWARENESS AND USAGE IN E-BANKING THROUGH MOBILE


PHONES

By SANDHYA RAGAUR

ABSTRACT

Mobile communication has increased so much in todays world that people are using and doing
mobile transaction at a large scale. Mobile commerce is one of the top most emerging concepts
which is coming into the market. Mobile banking is a subset of electronic banking which
underlies not only the determinants of the banking business but also the special conditions of
mobile commerce. It is the latest and most innovative service offered by the banks. The major
banks in India are increasingly providing services through electronic channels such as ATMs,
internet banking, Tele-banking and mobile banking. The research is an attempt to study the
consumer awareness on mobile banking & perception about the same.

INTRODUCTION

The world is changing at a increasing rate and technology is considered to be the key driver for
these changes around us. The wide use of internet and technology advancement in, technology-
based systems, especially those related to the internet, are leading to fundamental changes in how
companies interact with customers. Mobile phone usage has spread in a very broad manner both
in developing and developed countries. mobile banking (M-Banking) has great potential for
extending the provision of financial services to all the people through a technology that is both
familiar and widespread. Our day to day activities are handled electronically and due to this
acceptance of information technology at home as well as at workplace has been increased.
Slowly but steadily, the Indian customer is moving towards new banking services like internet
banking & mobile banking. M-commerce is defined as the application of wireless
communications networks and devices to the execution of transactions with monetary value
either direct or indirect. Internet banking and mobile banking (m-banking) has become the self-
service delivery channel that allows banks to provide information and offer services to their
customers with more convenience via the web services technology and mobile services.
Mobile banking or personal digital assistance is enhancing the speed of delivering services to the
customers. The rapid growth in the number of mobile phone subscribers in India (about 950
million as at the end of February 2013 and growing at about 8 million a month) mobile banking
has a lot of potential in future. Many banks have implemented Internet and mobile banking to
offer their customers a variety of online services with more convenience for accessing

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information and making transactions. Customer satisfaction and customer retention are
increasingly developing into key success factors in e-banking .Online banking service allows
customers to manage their accounts from any place at any time for minimum cost.

MOBILE BANKING

Mobile Banking refers to provision and availment of banking- and financial services with the
help of mobile telecommunication devices. The scope of offered services may include facilities
to conduct bank and stock market transactions, to administer accounts and to access customized
information. Mobile banking has until recently (2010) most often been performed via SMS or the
Mobile Web Research which has been done on consumer attitude and adoption of mobile
banking showed there are several factors predetermining the consumers attitude towards online
banking such as a)persons demography, b) motivation and c) behavior towards different
banking technologies and d) individual acceptance of new technology. It has been found that
consumers attitudes toward online banking are influenced by the former experience of computer
and new technology. The adoption of electronic banking requires consumers to consider
concerns about password integrity, privacy, data encryption, hacking, and the protection of
personal information.
Electronic banking requires perhaps the most consumer involvement, as it requires the consumer
to maintain and regularly interact with additional technology (a computer and
an Internet connection). Consumers who use e-banking use it on an ongoing basis and need to
acquire a certain comfort level with the technology to keep taking its benefits. According to a
research conducted, customers who generally have less time to spend on activities such as
visiting a bank and want a higher degree of convenience and accessibility prefer e- banking
transactions with ease of use, reliability, responsiveness, security, and continuous improvement.

Technologies behind Mobile Banking:- Mobile Banking is being deployed using mobile
applications developed on one of the following four channels.
1. IVR (Interactive Voice Response)
2. SMS (Short Messaging Service)
3. WAP (Wireless Access Protocol)
Standalone Mobile Application Clients

RESEARCH METHOD

Technology Acceptance Model (TAM) can help properly in knowing how consumers perceive
use of technology in there daily transactions. It is an information system theory that models how
users come to accept and use a technology. The model suggest that when users are presented

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CASIRJ Volume 5 Issue 4 [Year - 2014] ISSN 2319 9202

with a new technology a number of factors influence their decision about how and when they
will use it. The notable factors are as follows.

a) PERCEIVED USEFULNESS
This is concern with what level the technology use will going to enhance the
performance of the user if he/she uses it.

b) PERCEIVED EASE OF USE -


This is concern with the level to which a person believes that using a particular system or
technology will be free from efforts.

The key objective of this paper is to evaluate those factors that administer the nature of
customers towards mobile banking and their growing tendency towards the online financial
institutions. A survey instrument in the form of questionnaire was developed through data
collected from previous studies on acceptance of mobile banking. We
constructed several questions in the questionnaire based on the objectives of the research. The
questionnaires were based on customers intention to adopt mobile banking.

SAMPLE

Convenience sampling method was used in this research. It is a type of


non-probability sampling which involves the sample being drawn from that part of the
population because of ease of their volunteering or selecting units because of their availability or
easy access. That is, a sample population selected because it is readily available and convenient.

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The reasons of using this sampling type are Firstly, it offers an easy way to obtain the raw data
for the further analysis and secondly, it saves times and costs since the respondents can be
randomly selected. Sample size 70 respondents; which
includes population from PGDAV COLLEGE(EVE), Delhi university which have working
professionals and students from different courses.

CONCLUSION

The result of this study shows that perceived usefulness, perceived ease of use, consumer
awareness and perceived risk are the important determinants of mobile banking adoption.
Majority of the consumers are aware that mobile banking is now available in India. But very few
are aware and familiar with various banking transactions that can do with help of mobile
banking. Also majority of the consumers have heard about mobile banking but very few have
actually used it.
Consumer awareness has significant impact on entreat to use in mobile banking. Consumers are
interested because they have heard about it somewhere and think that with the help of mobile
banking they can do there banking transaction anywhere and anytime. Consumers often come to
know about new products or services through unofficial channels like family, friends, and
colleagues and through internet. Thus word of mouth is one of the strong communication
channel which provide information to various consumer groups. This point is proved in this case
also because most of the consumers with which we interacted at the time of survey replied that
they know about mobile-banking because they have heard it from someone. Age group between
18years to 25 years are frequently adopting mobile banking and find it time and cost saving.
Whereas in other age groups consumers are less acceptable towards mobile banking. On the
whole it can be said that technology is now enabling consumers to do their banking transaction
just by clicking some buttons on mobile or by sending SMS. So t his is acting as a pull fact or to
increase adoption of mobile banking.

QUESSIONAIRE

BASIC ANALYSIS YES NO UNCERTAIN


QUESIONS
Have heard of mobile 98% 02% 00
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CASIRJ Volume 5 Issue 4 [Year - 2014] ISSN 2319 9202

banking before
Know mobile banking is 93% 05% 02%
available in India
Do you have any interest to 72% 17% 11%
enroll for mobile banking?
Would you use mobile 82% 06% 11%
banking if you are able to do
so?

Questions Strongly agree Agree Neutral Disagree Strongly


disagree
I am familiar with 16 34 14 05 01
checking my account
balance through my
mobile device.
I am familiar with 11 43 17 08 01
obtaining financial
information through
my mobile device.
I am familiar with 08 23 24 11 04
paying bills through
my mobile device.
I am familiar with 08 32 15 15 00
money transfer facility
through mobile
device.
Familiar with a 05 29 27 08 01
sending a request for
issue of cheque book
though my mobile.

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