Title: The antecedents of rural customers' satisfaction and loyalty regarding mobile banking services during the COVID-19 pandemic in India

Authors: Saurabh Verma; Mamta Gupta; Anandita Biswas

Addresses: Department of Management Studies, National Institute of Technology Silchar, Assam, 788010, India ' Maharaja Surajmal Institute, C-4, Janakpuri, Delhi, 110058, India ' Department of Management Studies, National Institute of Technology Silchar, Assam, 788010, India

Abstract: The COVID-19 pandemic has impacted many industries and altered their whole environments, and the financial sector is no exception. The main aim of the present study is to analyse the application-related factors affecting consumer satisfaction regarding YONO SBI among the rural consumers of Silchar (Assam), India during the COVID-19 pandemic. Further, the study explored the relationship between consumer satisfaction and loyalty regarding YONO SBI among the rural consumers of Silchar (Assam), India, through covariance-based structural equation modelling. The sample consists of the users of YONO SBI during the COVID-19 pandemic. The results of the present study indicate that certain factors affect consumer satisfaction such as perceived ease of use and perceived anxiety. The study provides valuable suggestions and recommendations for banking institutions to develop new policies and needful changes in their application services to enhance customer satisfaction.

Keywords: mobile banking application; innovation; consumer satisfaction; consumer loyalty; YONO SBI; India.

DOI: 10.1504/IJBFMI.2024.137649

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.2, pp.197 - 212

Received: 14 Apr 2023
Accepted: 20 Apr 2023
Published online: 02 Apr 2024 *

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