IMPORTANCE OF LITERATURE REVIEW
A literature review is important due to the following reasons:
1) A literature review gives more knowledge about the area in which the research is conducted
2) It helps to refine the research topic by determining the research gap.
3) It helps to avoid errors of duplication
4) It helps to identify the contribution that one’s research will make and also provides a justification for the study.
5) It will help in understanding how already existing research findings have been presented in that particular area.
2.2 HOW THE REVIEW HAS BEEN DONE
The review has been conducted in the following manner:
1) First, several literature sources in the area of behavioural finance were identified and studied.
2) The topic was then narrowed down upon as there were several discussions on the various factors
3) Therefore, I decided to study all such factors and read more articles on this topic which completed the literature review.
2.3 LITERATURE REVIEW
Dasgupta Siddhartha, Paul, Fuloria &Sanjay (2011).
The study was conducted to understand the behavioural intention of mobile banking usage of Indian customers. Research methods like the Factor analysis and a multiple regression analysis were done in order to determine the extent of impact the antecedents have over the behavioural intentions of mobile banking usage. The results of the study showed that other than the traditional variables like Perceived Usefulness and Perceived Ease of Use, factors like Perceived Image, Perceived Value, Self Efficacy, Perceived Credibility and Tradition all significantly affects Behavioural Intentions towards mobile banking usage.
Palani and Yasodha P. (Apr 2012)
The research paper is focused on customer’s perceptions on mobile banking offered by Indian Overseas Bank and it also focuses on the various drivers that drive mobile banking consumers.. The results of this study showed that gender, education and income of the consumers play an important role in usage of mobile banking. Most of the researches are focused on the acceptance of the mobile banking technology due to which not much research has been conducted on people. The research reveals that if skills can be upgraded among the consumers there will be greater willingness on the part of consumers toward the use of Mobile banking. Some the factors like security trust, gender, education, religion, and price can have minimal effect on consumer mindset towards Mobile banking compared to the other factors.
Thakur, Rakhi; Srivastava, Mala. (2013)
The paper studies the factors influencing the adoption intention of mobile commerce. Perceived usefulness, perceived ease of use and social influence are found to be significant dimensions of technology adoption readiness to use mobile commerce while facilitating conditions were not found to be significant. The results of the research study also indicate the perceived credibility risk defined by security risk and privacy risk are significantly associated with behavioural intention in negative relation, which indicates that security and privacy concerns are important in deterring customers from using mobile commerce. This research study developed an integrated model for behavioural intention towards financial innovations. Practical implications of this study is one of the few empirical studies which have investigated the adoption of mobile commerce in India, which is considered one of the fastest growing countries in terms of mobile usage. The study relates to inclusion of both utilitarian and credibility aspect of adoption intention. It gives an empirical basis on which mobile and banking companies can base their mobile payments marketing strategy.
Kumar, Reji G; Rejikumar, G; Ravindran, D Sudharani.
This research paper examines the factors influencing the continuance decisions of the early adopters of m-banking services in Kerala, India. The study used constructs adopted from Technology Acceptance Model along with constructs of perceived service quality, perceived credibility and perceived risk to empirically establish the influence on satisfaction and continuance usage intentions. The study confirmed that after adoption of the technology, the customer finds satisfaction in the quality parameters of the service. Perceptions about the risks involved in m-banking had adverse impact on service quality and satisfaction.
Kalaiarasi, H & Srividya, V. 3 (Jul-Sep 2012)
Mobile banking as a new channel to the existing banking channels provides convenient and cost efficient banking services anytime anywhere. It is observed that, though India has strong potential for mobile banking only 5% of mobile subscribers are registered users of mobile banking. Attracting the new customers may not be easy than retaining the existing mobile banking customers 2009). Hence the current research focuses on the factors influencing actual usage of mobile banking services. The results shows that, Indians mobile banking usage is influenced by ease of mobile banking technology, its suitability to the user’s lifestyle and the benefits like mobility and mobile transactions. However customer’s perception towards security of mobile transactions and privacy fears demotivates actual usage.
Tenkasi Taluk &Devasena, S Valli, (Jan 2012)
Banking system is the backbone of the economy and Information Technology (IT) in turn has become the backbone of banking activities. Technology, which was playing a supportive role in banking, has come to the forefront with the ever-increasing challenges and requirements. Technology to start with was a business enabler and now has become a business driver. The Banks cannot think of introducing a financial product without IT support. Be it customer service, transactions, remittances, audit, marketing, pricing or any other activity in the Banks, IT plays an important role not to complete the activity with high efficiency but also has the potential to innovate and meet the future requirements. The Banking Sector was early adopter of technology and in that way set an example to the other industries the need to opt for automation for taking full advantage in operational efficiency.
Laukkanen &Tommie (2007).
The aim of the paper is to explore and compare customer value perceptions in internet and mobile banking. The results indicate that customer value perceptions in banking actions differ between internet and mobile channels. The findings suggest that efficiency, convenience and safety are salient in determining the differences in customer value perceptions between internet and mobile banking. By understanding how and what kind of value different service channels provide for customers service providers are better enabled to create actions to enhance internet and mobile banking adoption. The contribution of the paper lies in achieving a more profound understanding on consumer value perceptions to internet and mobile banking.
Goswami, Divakar; Raghavendran, Satish. (2009)
The research is conducted to determine the potential that mobile banking provides for both the banks and the mobile carriers. After the secondary research the report gives an insight into the best-practices based on a critical evaluation of partnership models. Banks and mobile carriers have tested these waters timidly, and many of the resulting offerings were expensive to the banks and mobile carriers and less than enticing to their customers. This report weeds out ineffective partnering models that companies stumble into on their way to developing mobile-banking and identifies the keys to successful partnerships.
Dr. Vinod Kumar Gupta Renu Bagoria & Neha Bagoria .
This research paper try s to identify and investigate the various factors which influence the customer’s decision to use a specific form of mobile banking and specially focus on the evaluation of SMS-based mobile banking in India. The study also plans to connect the gap of research in the acceptance of mobile banking among the customers. The main challenges involved in the adoption of mobile banking are related to the Positive and Negative factors which influence the adoption of SMS-based mobile banking .Second challenge is Focused on the adoption of mobile banking services by customers and usage of mobile banking in India. Third is related to the different Technologies behind Mobile Banking. The study has its own limitations but the implications and conclusion from the results can provide practical recommendations to the banking areas and banking industries. It can also provide directions for further work
Prerna Sharma Bamoriya(2011)
The study was conducted to identify certain issues relating to banks, mobile handsets and telecom operators, mobile handset operability, security/privacy, standardization of services, customization, Downloading & installing application software and Telecom services quality. For this purpose a descriptive design was adopted to empirically explore the selected issues. Study suggested that from consumers ‘perspective mobile handset operability security or privacy and standardization of services are the critical issues. The objective of the research is to study the selected issues in mobile banking form urban customers’ perspective and to explore the perceived utility of mobile banking in comparison to retail banking and online banking among the mobile banking users and non-users. The study is aimed to evaluate perceptions and opinions of urban mobile banking users. For this purpose a cross sectional descriptive design was adopted with ad-hoc quota sampling. Sample for the study comprised of 50 mobile banking users and 50 non-users in Indore city, India.
Achana Sharma (2011)
This paper examines consumer adopting mobile banking as a new electronic payment service .It also focuses on the various factors influencing the adoption of mobile banking in India. When it comes to the research methodology used in the study, data collected has been grouped into two main categories – primary and secondary data. The secondary data have been collected from the newspapers, journals, magazines, internet and also various other research papers..In case of questionnaires the has been targeted on user and non user of mobile banking which included the Businessmen, servicemen, professionals, students etc. The primary data for the study is extracted from a survey conducted in Ghaziabad in U.P, India. The research had a total of 100 respondents participating in the data collection for understanding the use of Mobile banking. From the data collected it was possible to make projections in the research.
Ashish Adholiya, Pankaj Dave, Shilpa Adholiya (2012) this paper investigates the determinants influencing the customer satisfaction for mobile banking users. Customer satisfaction is one of the fundamental marketing constrain in the last three decades. This research is focused to those respondents who are using the mobile banking services by their service provider. For the research100 respondents are identified. The respondents belong from both private and public sector banks of Udaipur, Rajasthan. The opinions of the respondents were collected using structured questionnaire. Data collected were analyzed using tools like factor analysis, chi-square and correlation analysis. In factor analysis varimax rotation is used and correlation matrix is used for identifying the relationship between the service quality, perceived value , flexibility, technological innovation, brand perception, strategic endorsement and functional performance of mobile banking service with customer satisfaction.
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