Prediction of Intention of Senior Professionals to Prefer Mobile Banking

Competition in the banking industry in India has compelled the banks to be creative and innovative by offering value added services. But, the pace of technology advancement does not match with the adoption rate, problems will arise if this widened gap is not filled up with suitable measures. This paper is an attempt to predict the intention of senior professionals to do mobile banking. The study was done on primary data collected through self-structured questionnaire based on five point Likert Scale. Non probability convenience sampling was used. Discriminate analysis was carried out using statistical software SPSS 16.0. The study determines the important factors which predict the senior professionals approach regarding mobile banking. The marketing managers should understand these factors and target the professional in a right way. Appropriate use of these factors can help flourish their businesses. In this study we found that the factors Immense Efficacy, Professed Security, Effective Distinctiveness, Supportive Access and Innovative Virtual Environment were significant predictors while Enhanced Personalization and Improved Timely Updates were insignificant predictors of mobile banking by senior professionals.