| Autor: |
Vasudeva, Savdeep, Chawla, Sonia |
| Zdroj: |
International Journal of Online Marketing (IJOM); October 2019, Vol. 9 Issue: 4 p1-18, 18p |
| Abstrakt: |
This article aims to determine the moderating role of demographics gender, age and income on the relationship between mobile banking (m-banking) usage and loyalty towards the service. A sample of 524 m-banking users from the state of Punjab in India was used to understand the interaction of this relationship. The collected data was then analyzed through moderated multiple regression analysis using dummy variables. Results of the study reveal that among the three demographics, gender and age moderate the relationship between m-banking usage and loyalty. The study provides important implications for the banks and the academic research related to m-banking. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
|
