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BARRIERS IN MOBILE BANKING ADOPTION IN INDIA

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Abstract

Rapid changes in the financial services environment—increased competition by new players, product innovations, globalization and technological advancement—have led to a market situation where battle for customers has become intense. In order to rise up to the challenges, service providers are even more interested to enhance their understanding of consumer behavior patterns. This paper examines the forces that can act as barriers in mobile banking service adoption. A quantitative survey sheds more light on this research issue. The data was collected from a survey in the Northern region of India and includes 330 respondents.

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