Аспекты качества мобильного банкинга — банки государственного и частного секторов в Индии

В ответ на усиление глобальной конкуренции в банковской отрасли финансовые учреждения старательно изучают возможности внедрения новых банковских технологий для повышения качества банковской инфраструктуры и обслуживания клиентов, чтобы удержать потребителей в долгосрочной перспективе. Целью данного исследования является оценка качественных аспектов (качество информации и качество услуг) мобильного банкинга на воспринимаемую удовлетворенность и сарафанное радио, а также вариации в предлагаемых отношениях между государственными и частными банками Индии. Методология исследования: для сбора данных был проведен опрос 230 пользователей мобильного банкинга с использованием метода случайной выборки. Для анализа мы использовали моделирование структурных уравнений с частичным наименьшим квадратом с помощью Smart PLS 4.0. Результат показывает, что на воспринимаемую удовлетворенность существенно влияет качество обслуживания, а также положительно значимое влияние воспринимаемой удовлетворенности на сарафанное радио, что свидетельствует о важности параметров качества при использовании m-banking, в то время как качество информации оказало незначительное влияние на воспринимаемую удовлетворенность. Различия свидетельствуют о том, что влияние качества обслуживания на воспринимаемую удовлетворенность сильнее в банках государственного сектора, чем в банках частного сектора. Результаты исследования помогут повысить уровень удержания потребителей услуг интернет-банкинга и определить потребительские предпочтения в различных секторах банков.

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