Title: A conjoint analysis of customers' preferences for e-banking channels

Authors: Noopur Saxena; Navneet Gera; Kritika Nagdev; Davide Di Fatta

Addresses: Bharati Vidyapeeth Institute of Management and Research (BVIMR), Paschim Vihar, New Delhi, India ' Bharati Vidyapeeth Institute of Management and Research (BVIMR), Paschim Vihar, New Delhi, India ' VSBS, Vivekananda Institute of Professional Studies, GGSIPU, India ' SEAS Department, Faculty of Economics, University of Palermo, Viale Delle Scienze, Edificio 13, Palermo, Italy

Abstract: Internet has transformed the manner in which banks interact with the customers. The purpose of the paper is to measure customers' preferences towards different channel attributes namely: internet banking, mobile banking and payment portals at a composite level that reflect the relative importance of usage attributes, i.e., payment type, transaction size, motivation to use and rate of urgency. Conjoint analysis was applied to estimate utilities for these attributes and to determine the existence of consumer groups with similar preference profiles. Furthermore, our study shows that the most preferred combination of utilities are customers preference to use payment portal, for 'paying bills' of 'less than Rs. 5,000' amount when it is 'very urgent' and they get 'discount coupons'. The results provide insightful information of consumers' motivation, attitudes and preferences for defining strategies to increase the usage of these services.

Keywords: conjoint analysis; e-banking channels; e-commerce; payment.

DOI: 10.1504/IJEMR.2021.112254

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.1, pp.52 - 68

Received: 23 Oct 2018
Accepted: 27 Jan 2019

Published online: 18 Nov 2020 *

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