CUSTOMERS PREFERENCE TOWARDS MOBILE BANKING SERVICES PROVIDED BY NEPALESE COMMERCIAL BANKS

Abstract

The advent of mobile banking has resulted in a fundamental transformation of the modern banking industry. It has eliminated time and space constraints from routine banking activities, such as checking account balances, bill payments, and fund transfers. The objective of this study was to investigate the various factors that influence customer preferences for mobile banking options available in the market. The study focused specifically on the impact of reliability, accessibility, quality, trust, and security on customer preference. The sample was obtained using convenience sampling techniques, with a total of 410 responses. The results of the study suggest that quality, trust and security significantly influence customer preferences towards mobile banking. However, reliability and accessibility were found to have no significant impacts. The study presents a valuable theoretical model to explain customer behavior and contributes to ongoing discussions on customer preferences for mobile banking. Based on the study results, commercial banks should continue to focus on improving reliability and accessibility factors to enhance customer satisfaction and increase the popularity of mobile banking services among available alternatives in the market. Furthermore, the findings indicate that some customers may perceive technology upgrades as a threat. Hence, commercial banks should adopt new technology only after ensuring its security and compatibility with existing systems.