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MOBILE BANKING - Euroasiapub.org

MOBILE BANKING - Euroasiapub.org

MOBILE BANKING -

IJRFM Volume 2, Issue 1 (January 2012) (ISSN 2231-5985) MOBILE BANKING:“A NEW PARADIGM SHIFT IN BUYING CHANNEL ’’ Gazal aggarwal* Harminder kaur** ABSTRACT Customer satisfaction has become a fundamental marketing construct in the last three decades. In the past, this concept was not so much popular. An increasingly innovative and aggressive financial services environment as well as deregulation has created more competition and variety of production and services, In fact, these forces of change have made banks to move towards customer oriented strategies. Customer satisfaction is considered as a pre requisite for customer retention, loyalty, convenience which ultimately helps in realizing the goals like profitability, market share, growth & productivity etc. informational technology in the form of mobile banking plays a significant role in providing better services to the customers. The present paper endeavors to study the impact of mobile banking on the service quality of the customer. To evaluate this impact percentage analysis and chi-square analysis, scaling techniques have been used. The result of the study explained that mobile banking has provided sophisticated, convenient, suitable, informative and quick services to customers which are not only required for the customer satisfaction but it also plays role for the growth of banking sector and the economy as a whole. *Asst. prof. in Mangement Department, Vidya Sagar College of Management & Technology, Affiliated to Punjabi University, Patiala ** Asst. prof. in Mangement Department, Vidya Sagar College of Management & Technology, Affiliated to Punjabi University, Patiala International Journal of Research in Finance & Marketing 68 http://www.mairec.org

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