Perceptual mapping of electronic banking channels in India: A Multidimensional Scaling approach

Abstract

In recent times, intensifying competition and financial liberalization has led Indian banking sector to look towards information and communication technology (ICT). So banks are rapidly adopting electronic banking channels to efficiently reach their target market and reduce operational cost. Despite the various advantages of electronic banking, it is still in infancy stage in India. There is a need to systematically explore customers' perceptions towards various electronic banking channels and their underlying motives to choose & prefer one channel over other. This study uses Multidimensional Scaling (MDS) approach to develop a perceptual map of select electronic channels and to derive relevant dimensions. Findings suggest that Automated Teller Machine (ATM) is distinctly placed and was perceived to be most secure & useful electronic banking channel. Internet banking and mobile banking were perceived to be low on security dimension. Phone banking although perceived secure, but it scored high on complexity and low on usefulness. Further, paper presents important implications for bank to improve adoption of electronic banking services.

Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis

“…The enormous increase of smartphone use unveiled another quick medium of communication to consumers and university students [42][43][44][45]. Short message service (SMS) is the most used medium, which is more prolific than traditional media for consumers and university students [46][47][48][49]. SMS is a more practical, viable, and cost-effective medium than traditional media [46].…”

“…Short message service (SMS) is the most used medium, which is more prolific than traditional media for consumers and university students [46][47][48][49]. SMS is a more practical, viable, and cost-effective medium than traditional media [46]. University students use the short message service (SMS) for their day-to-day matters that are very linked with their academic performance [47][48][49][50].…”

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

“…The progression in media transmission innovation gives the new and compelling road of special chances to the advertisers to promote their brands and their current and potential clients for building brand sustainability [61][62][63]. According to Al-Meshal and Almotairi [48], Çizmeci and Ercan [49], Muk [60], Kolla [61], and Barwise and Strong [62], an enormous increment in the mobile phones overall unveiled another medium of advertising for organizations to connect their clients viably.…”

“…The most broadly utilized mobile phone marketing is the SMS (short message benefit) content advertising, and advertisers use the SMS messaging as a productive tool as compared with the traditional advertising tools [64][65][66][67][68]. According to Bamoriya et al [63], the SMS advertising channel is more viable and practical when contrasted with the conventional media. The past writing exhibited that SMS publicizing is being broadly utilized in light of its remarkable qualities, simple to target particular pool of clients, and on-going intuitive elements [65][66][67].…”

¬ATM, Internet Banking and Mobile Banking Services in a Digital Environment: The Egyptian Banking Industry

“…Significant changes in the banking system are led by globalization and financial liberalization [1]. Responding to these changes, banking system is continuously expanding the choice of services offered to the customers and increasing their reliance on technology to offer such services [2].…”