Mobile banking usage and customer loyalty among Indian users: moderating effect of occupation and education Online publication date: Mon, 09-Dec-2024
by Sonia Chawla; Savdeep Vasudeva
International Journal of Business Innovation and Research (IJBIR), Vol. 35, No. 4, 2024
Abstract: Internet penetration and digital payments are significant indicators for reaching the goal of financial inclusion and investigating the role of demographic variables is significant to achieve the goal of financial inclusion. The article has analysed the moderating impact of two significant demographic variables, i.e., occupation and education on mobile banking usage and customer loyalty through hierarchical regression analysis. Further, the present research is unique in the perspective that it is based on customer loyalty as the ultimate construct defining mobile banking usage instead of intention to use. Findings of the study reveal that occupation is a significant moderating variable while education does not significantly moderate the relationship between mobile banking usage and loyalty. Results of the study will help the bankers to give due attention to these variables while drafting any strategy to be formulated for increasing usage of mobile banking or creating any loyalty program for its customers.
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