A Study on Factors Influencing Customer Attitude Towards Mobile Banking Applications in Madurai City

Abstract

Mobile banking applications have become an essential component of the banking sector, offering customers easy and quick access to the banking system. The rapid advancement of technologies has transformed the traditional banking practices and affected the customer perceptions of mobile banking applications. This study aims to examine the factors that influence customers' attitudes towards mobile banking applications in Madurai City. The study will focus on such aspects as the application's perceived usefulness, ease of use, security, privacy, trust, service quality, speed, and customer satisfaction. In addition, the study will explore the relationship between selected factors and customers' socio-demographic characteristics, such as age, gender, level of education, occupation, and income. Mobile banking applications enable customers to make transactions and manage their accounts conveniently. Still, there are some barriers to adopting mobile applications by customers, such as cyber fraud, hacking, safety concerns, and transaction errors. This research will contribute to identifying the primary aspects that need to be improved to increase customers' trust and encourage them to use mobile banking applications actively. Moreover, the study will provide a robust analysis for commercial banks to maintain and strengthen their relationships with customers in the modern digital environment. Thus, the research will be instrumental in promoting digital finance by providing customers with relevant information about mobile banking. At the same time, the study will assist the management of commercial banks in gaining access to customers' behaviors and motivations to improve their mobile banking applications.