Attitudinal Segmentation of Mobile Banking Users: A Perspective on Continuance Intention

By : Vibhuti Tripathi , Ankita Khare , Kumar Saurabh

Page No: 209-224

Abstract
India is inching towards digitalisation of essential services riding on technological innovations and development. In the drive to digitise, banks are offering various services through different platforms and mobile banking is one such service. Users’ mindsets and demographics are changing. In this competitive era, it is difficult for the banking organisations to retain their initial adopters to continue utilising their services. This makes identification of the antecedents of continuance intention of mobile banking usage an important research area that can help the banks to segment their markets on the basis of user attitude to effectively formulate strategies and retain their existing users.

Authors :
Vibhuti Tripathi
Associate Professor & Head, School of Management Studies, MNNIT Allahabad.

Ankita Khare
Research Scholar, School of Management Studies, MNNIT Allahabad.

Kumar Saurabh
Assistant Professor, ICFAI Dehradun.

 

DOI: https://doi.org/10.32381/PROD.2021.62.03.1