Use of Mobile Banking By Millennials in A Specific Non-Metro Area

The rapid growth and widespread acceptance of digital applications have encouraged organisations, particularly the banking sector, and consumers alike to embrace diverse technology-enabled channels for communication and financial transactions. Among the most significant developments is smartphone-oriented, Android-based mobile banking (m-Banking). This study investigates the challenges and determinants of m-Banking adoption among millennials, with particular emphasis on Generation Z within a defined non-metro area. Although extensive research has examined m-Banking through various theoretical models, limited attention has been devoted to understanding its influence on millennial satisfaction, particularly among Generation Z in non-metro contexts. Addressing this research gap, the study examines three key independent constructs—Reliability, Perceived Ease of Use, and Perceived Usefulness—alongside Behavioural Intention as an intervening construct and Consumer Satisfaction as the dependent construct. The findings demonstrate satisfactory covariance and statistically significant relationships at the 99% confidence level, supporting all proposed hypotheses and revealing a strong inclination among Generation Z towards app-based digital banking.