IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v22y2021i3p689-704.html

Segmenting Mobile Banking Users Based on the Usage of Mobile Banking Services

Author

Listed:
  • Deepak Chawla
  • Himanshu Joshi

Abstract

Mobile banking is transforming the way the banking industry creates and delivers value to its customers. This channel of banking has not only reduced the cost of access to banking services but has also created opportunities for service differentiation. Thus, for banks, their understanding of customer segments in terms of the degree of various mobile banking services availed by consumers is critical to the sustainability of the banking industry. This study integrates trust and lifestyle compatibility in the technology acceptance model (TAM) to develop a conceptual framework for discussing consumer attitude and intention towards mobile banking services. A sample of 367 respondents was asked to complete a survey. This article attempts to segment the consumers into distinct groups based on whether users avail mobile banking services or not. The hierarchical clustering technique was used for segmentation. Three clusters were obtained which were labelled as Active User, Traditional Follower and Laggard. A profile of each cluster was developed in terms of their demographics (age, gender, income, etc.). Further, analysis of variance was conducted to determine whether antecedents to mobile banking, namely ease of use, convenience, efficiency, trust and lifestyle compatibility significantly differ between the clusters. For antecedents where the difference was found to be significant, a post-hoc analysis was conducted to determine the difference between various cluster pairs. A similar analysis was conducted for Attitude and Intention variables to find out whether it varies between the cluster pairs. The results showed that a statistically significant difference exists between clusters with respect to the various antecedents to mobile banking, attitude and intention. Managerial implications and social implications of the study are also discussed.

Suggested Citation

  • Deepak Chawla & Himanshu Joshi, 2021. "Segmenting Mobile Banking Users Based on the Usage of Mobile Banking Services," Global Business Review, International Management Institute, vol. 22(3), pages 689-704, June.
    • Handle: RePEc:sae:globus:v:22:y:2021:i:3:p:689-704
    DOI: 10.1177/0972150918811257
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150918811257
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150918811257?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Alsajjan, Bander & Dennis, Charles, 2010. "Internet banking acceptance model: Cross-market examination," Journal of Business Research, Elsevier, vol. 63(9-10), pages 957-963, September.
    2. Martins, Carolina & Oliveira, Tiago & Popovič, Aleš, 2014. "Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application," International Journal of Information Management, Elsevier, vol. 34(1), pages 1-13.
    3. V.V. Ravi Kumar & Anurag Lall & Tanmay Mane, 2017. "Extending the TAM Model: Intention of Management Students to Use Mobile Banking: Evidence from India," Global Business Review, International Management Institute, vol. 18(1), pages 238-249, February.
    4. Barczak, Gloria & Ellen, Pam Scholder & Pilling, Bruce K., 1997. "Developing typologies of consumer motives for use of technologically based banking services," Journal of Business Research, Elsevier, vol. 38(2), pages 131-139, February.
    5. Agarwal, Reeti & Rastogi, Sanjay & Mehrotra, Ankit, 2009. "Customers’ perspectives regarding e-banking in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 340-351.
    6. Marko Sarstedt & Erik Mooi, 2014. "A Concise Guide to Market Research," Springer Texts in Business and Economics, Springer, edition 2, number 978-3-642-53965-7, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Akansha Mer & Amarpreet Singh Virdi, 2023. "Modeling Millennials’ Adoption Intentions of E-banking: Extending UTAUT with Perceived Risk and Trust," FIIB Business Review, , vol. 12(4), pages 425-438, December.
    2. Deepak Chawla & Himanshu Joshi, 2018. "The Moderating Effect of Demographic Variables on Mobile Banking Adoption: An Empirical Investigation," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 90-113, June.
    3. Kajol, K. & Singh, Ranjit & Paul, Justin, 2022. "Adoption of digital financial transactions: A review of literature and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    4. Deepak Chawla & Himanshu Joshi, 2019. "Scale Development and Validation for Measuring the Adoption of Mobile Banking Services," Global Business Review, International Management Institute, vol. 20(2), pages 434-457, April.
    5. Ijeoma Mercy Ogba-Amaugo, 2024. "The Use of Technology in Human Resources Management: Opportunities and Challenges for Organizations," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 1164-1181, April.
    6. Adam Malešević & Dušan Barać & Dragan Soleša & Ema Aleksić & Marijana Despotović-Zrakić, 2021. "Adopting xRM in Higher Education: E-Services Outside the Classroom," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    7. Sujeeth Ungratwar & Dipasha Sharma & Satish Kumar, 2025. "Mapping the digital banking landscape: a multi-dimensional exploration of fintech, digital payments, and e-wallets, with insights into current scenarios and future research," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-22, December.
    8. Yan, Min & Filieri, Raffaele & Gorton, Matthew, 2021. "Continuance intention of online technologies: A systematic literature review," International Journal of Information Management, Elsevier, vol. 58(C).
    9. Ivana Sučić Funko & Marina Dabić & Olivier Furrer & Nebojša Stojčić Rector, 2026. "How does the ownership structure of state-owned enterprises influence corporate entrepreneurship? The mediating role of entrepreneurial climate," International Entrepreneurship and Management Journal, Springer, vol. 22(1), pages 1-26, March.
    10. Costa Synodinos, 2019. "Environmental purchase behaviour concerns of African Generation Y students in South Africa," Proceedings of International Academic Conferences 9912363, International Institute of Social and Economic Sciences.
    11. repec:isv:jouijm:v:6:y:2017:i:1:p:97-114 is not listed on IDEAS
    12. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    13. Julio César Acosta-Prado & Joan Sebastián Rojas Rincón & Andrés Mauricio Mejía Martínez & Andrés Ricardo Riveros Tarazona, 2024. "Trends in the Literature About the Adoption of Digital Banking in Emerging Economies: A Bibliometric Analysis," JRFM, MDPI, vol. 17(12), pages 1-21, November.
    14. Sufian Radwan Almanaseer & Zaher Abdel Fattah Al-Slehat & Bader Mustafa Al Sharif & Sulieman Daood Aloshaibat & Yazan Emnawer Al-Haraisa & Mohammad Abdlwhab Almahasneh, 2024. "Financial Literacy and Mobile Banking Usage: The Moderating Role of Demographic Characteristics," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 424-432, October.
    15. Hugo Padrón-Ávila & Raúl Hernández-Martín, 2019. "Preventing Overtourism by Identifying the Determinants of Tourists’ Choice of Attractions," Sustainability, MDPI, vol. 11(19), pages 1-17, September.
    16. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    17. Md Maruf Hossan Chowdhury & Mohammad Tarikul Islam & Imran Ali & Mohammed Quaddus, 2024. "The role of social capital, resilience, and network complexity in attaining supply chain sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 2621-2639, March.
    18. Ng, Wei Keat Benny & Appel-Meulenbroek, Rianne & Cloodt, Myriam & Arentze, Theo, 2019. "Towards a segmentation of science parks: A typology study on science parks in Europe," Research Policy, Elsevier, vol. 48(3), pages 719-732.
    19. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    20. Xieyang Chen & Xingmin Shi, 2021. "Support or against coal mining? Host community perceptions of coal mining: a cluster analysis," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 6819-6837, May.
    21. repec:ers:journl:v:xxiv:y:2021:i:special2:p:730-740 is not listed on IDEAS
    22. Goodell, John W. & Ben Jabeur, Sami & Saâdaoui, Foued & Nasir, Muhammad Ali, 2023. "Explainable artificial intelligence modeling to forecast bitcoin prices," International Review of Financial Analysis, Elsevier, vol. 88(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:22:y:2021:i:3:p:689-704. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.