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EXAMINATION OF DIGITAL AND NON-DIGITAL FACTORS ON PERCEPTION OF MOBILE BANKING CUSTOMERS: A CASE OF DEVELOPING ECONOMY

The purpose of current study is to examine perception of mobile banking customers about digital and non-digital factors in Pakistan. The population of current study consists of current and future users of mobile baking in Pakistan. In this study, mobile banking usage is considered as dependent variable and seven variables (5-digital & 2-non-digital) have been selected as independent variables. The SPSS version 16 was used to analyse and report the data collected through an administrative questionnaire. The results of current study indicated that non-digital factors (Need of service and service quality) has insignificant relationship with perception of the mobile banking customers. Also, results indicated a significant relationship between digital factors (Performance expectancy, effort expectancy, relative advantage, trust and security) with perception of mobile banking customers. As a practical implication of the study, current study facilitate banking sector to facilitate their customers and retain their customer base. Banks used these results to identify the social norms of their banking customers and link them with mobile banking technology to facilitate them.