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

The aim of current study is to investigate the 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 current study, mobile banking usage is measured as dependent variable and seven variables (5-digital and 2-non-digital) have been selected as independent variables. The SPSS (16 version) was used to analyse and report data collected over 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 mobile banking customers. Also, results indicated significant relationship between digital factors (effort expectancy, Performance expectancy, relative advantage, trust and security) with customers' perception about mobile banking. [ABSTRACT FROM AUTHOR]