FACTORS SHAPING CONSUMER BEHAVIOUR IN MOBILE BANKING ADOPTION AND USAGE WITH REFERENCE TO AHMEDABAD DISTRICT

This study examines the factors influencing the adoption and usage of mobile banking in Ahmedabad District, focusing on device preferences, banking type, and user convenience. The research aims to identify preferred devices for mobile banking and their impact on usage frequency, explore the relationship between bank type and the duration of association with mobile banking usage patterns, and evaluate the elements that encourage mobile banking adoption. Utilizing a descriptive research design, primary data was collected from 708 respondents through a structured Google Form questionnaire. Purposive sampling was employed to target mobile banking users, and the research was conducted in October 2024. The findings revealed that mobile banking is predominantly preferred over internet banking, with confidentiality and accessibility being key factors in its adoption. Private sector banks were more popular, with users exhibiting long-term loyalty. The study suggests that banks should focus on enhancing user-friendly features and security to boost mobile banking adoption, particularly among younger users. The implications highlight the importance of transparency, convenience, and customer-oriented services in the growing mobile banking sector. This research contributes valuable insights for banks seeking to improve their mobile banking services and cater to the evolving needs of their customers.