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Analysing the factors that affect the adoption of payments bank services in India: an analytic hierarchy process approach

Author

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  • Kriti Priya Gupta
  • Rishi Manrai
  • Utkarsh Goel

Abstract

Mobile financial services (MFS) provide added convenience to existing bank customers in developed markets, and act as a vehicle to achieve financial inclusion in developing countries. The Government of India launched a new MFS, i.e., payments banks (PB) with an objective of increasing the penetration level of banking services in the country. The purpose of the current study is to identify the most significant factors which influence the Indian customers to adopt PBS. The paper by carrying out literature review first identifies the factors which effect the customers' adoption of PBS and then using analytic hierarchy process (AHP) tries to prioritise them based on their relative importance. AHP was applied on the data and the results obtained reveal that 'perceived benefits' are of utmost importance for the adoption of payments banks services. Moreover, 'monetary benefits', 'time saving', 'trust in service provider', and 'financial risk', are the topmost four sub-factors for the enabling effective adoption of PBS.

Suggested Citation

  • Kriti Priya Gupta & Rishi Manrai & Utkarsh Goel, 2021. "Analysing the factors that affect the adoption of payments bank services in India: an analytic hierarchy process approach," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 37(4), pages 522-543.
    • Handle: RePEc:ids:ijbisy:v:37:y:2021:i:4:p:522-543
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    Cited by:

    1. Mohammad Asif & Mohammed Arshad Khan & Hamad Alhumoudi & Mohammad Wasiq, 2023. "Examining the Role of Self-Reliance, Social Domination, Perceived Surveillance, and Customer Support with Respect to the Adoption of Mobile Banking," IJERPH, MDPI, vol. 20(5), pages 1-19, February.
    2. Mohammed Arshad Khan & Hamad A. Alhumoudi, 2022. "Performance of E-Banking and the Mediating Effect of Customer Satisfaction: A Structural Equation Model Approach," Sustainability, MDPI, vol. 14(12), pages 1-12, June.

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