Mobile Banking Perception and User Experience

This assignment investigates how people perceive mobile banking services through a mixed-methods research approach. The study aims to understand the perceptive values users associate with mobile banking by analyzing quantitative and qualitative data. It delves into factors like service quality, customer relationships, and user experiences to shed light on customer loyalty towards mobile banking.

Running head: BUSINESS RESEARCH METHODOLOGY
Business Research Methodology
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Project Objective.............................................................................................................................2
Project Scope...................................................................................................................................3
Literature Review............................................................................................................................3
Gap in the Literature........................................................................................................................4
Research Questions..........................................................................................................................5
Research Design and Methodology.................................................................................................5
Research Limitations.......................................................................................................................7
Time Schedule.................................................................................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Title: Impact of Mobile Banking on customer retention rates and business performance
Introduction
The technological advancements have brought the drastic changes in the organizational
functionalities. Mobile banking is one of those advanced technicalities that have the clear
influence on human lives as well as the business practices (Yadav and Rai 2015). The current
observation on the business scenario implies that the customers are more likely identifying the
smart process of dealing with their financial aspects with the help of the internet (Shaikh and
Karjaluoto 2015). They are therefore using the mobile banking methods by operating their smart
phones or computers. The previous assignment explores the impact of Mobile Banking process
in retaining the customers and improving the business performance. In this section of the study,
the appropriate methodology will be discussed to identify the systematic way of conducting the
research. In addition to this, the study would provide the appropriate justification of the
information used in this research. The gaps and the limitations would also be identified in this
paper.
Project Objective
 To explore the conceptual insight about the mobile banking process
 To critically analyze the impact of the mobile banking on customer retention and
business performance
 To provide suitable recommendations for improving the mobile banking services to
retain more customers and increase business performance level

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Project Scope
The project describes the emerging era of the advanced technologies by exploring the
mobile banking process. Moreover, the study also highlights the considerable impacts of mobile
banking in retaining the potential customers and improving the business performance level. The
obtained ideas from this research study are expected to be implemented in the real business
scenario that would be beneficial enough for the future prospects. The technological
advancements have been ensuring more sophistication in current scenario (Joshi et al. 2017). The
extensive research conducted for generating the knowledgeable insights regarding this subject
area would help the business marketers to earn more profitability in future.
Literature Review
The literature study explores the conceptual analysis of the subject area. The current
advancements in the technological field are quite significant in making the sophisticated
approaches in using internet. This sophistication has influenced the customers much remarkably.
They simply use their smart phones or computers to transact their money from one bank to
another. Many of the financial companies have adopted this method to minimize the time and
efforts require for transacting the money (Liébana-Cabanillas et al. 2017). The previous
assignment has explored the conceptual background of this financial transaction process through
the mobile phones and computers that has created impact on the customers. It is stated that the
mobile banking process is available for 24 hours, which is quite beneficial for the users to
transact their money via using internet at any point of time (Chuah, Marimuthu andRamayah
2014). In emergency cases, this method is much convenient as well. In fact, the companies even
can make the adjustments with the amount of money that are reserved in their account.

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Another benefits availed from the financial banking process is the application facilities to
download the transaction statement or the information. User may require the mini bank statement
at any point of time for their use. The mobile banking process eases their process since they do
not have to visit the bank personally and can download their required statement through mobile
banking apps. On the other hand, the users can pay their bills check their account balance, and
transfer funds during their needs (Kaura, Durga Prasad and Sharma 2015) These services are
useful for both the bank companies and the users. Therefore, it can be considered that the mobile
banking has the significant impact on the daily lives of the people who are quite fond of using
the advanced technological method to save their times and efforts. The most beneficial services
provided to the users lead towards huge customer retention rate. The companies are likely
finding out the best application facilities that can make the use o the mobile banking process
easier to the customers (Kandampully, Zhang and Bilgihan, 2015). Moreover, the easier
approaches and lesser time consuming technologies are fruitful for the business companies to
deliver the project schedule quite easily. Hence, it is observed that the company is able to retain
their users and improve the business process as well.
Gap in the Literature
In spite of these benefits availed from the mobile baking process; it has been observed
that the literature failed to show the disadvantages precisely. While surfing internet or transacting
the money from one source to another via internet, the users need to put their confidential
banking details. If the banking company cannot provide the enough security in transacting
money, the users’ detail might get hacked. The literature study failed to address such issues and
the method resolving these issues. If the issue persists, it might lead to customer dissatisfaction
and they might switch to another banking company. The security concern is much necessary

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aspect while dealing with the mobile internet banking. The literature study is thus considered to
be quite limited in such aspect.
Research Questions
 How has the trend of mobile banking influenced the customers worldwide?
 How the financial companies can retain their customers and improve the business process
by implementing mobile banking facilities?
 What are the major significances of developing advanced technicalities like mobile
banking?
 How the business managers keep track to the online transactions occur during the mobile
banking process?
 What are the major challenges the companies might face to implement the mobile
banking method?
 What preferable strategies are needed to be undertaken for resolving the issues with the
mobile banking?
Research Design and Methodology
Research methodology is the systematic approach that indentifies the sequential
development of a research study. It consists of the appropriate design, approach, philosophy and
data collection method that would develop an informative paper exploring the subject matter
clearly. The study focuses on the usefulness of mobile banking process on customer retention
and improvement of business performance. The research is based on mixed method process in
which both the qualitative and the quantitative data would be collected. The use of the positivism
philosophy would be used in extracting the underlying truth by gathering responses from the

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people who have been experiencing the issues in their real life (Mertens 2014). The use of the
deductive approach would also be helpful in this study to develop hypothesis for the detailed
information. The descriptive design would also be used in this research process for analyzing
the responses of the respondents associated with the data collection process.
The mixed method research is developed by gathering the information from both the
primary and the secondary sources. The secondary information is already collected from the
secondary sources like journals, books, articles, newspapers and assembled in the literature
review. On the other hand, the primary research would be conducted by developing two method
of data collection, such as quantitative data collection and qualitative data collection. The data
collection process would be developed by taking some aspects into consideration and these
aspects are discussed further.
 Qualitative Research
The qualitative research is developed by gathering the responses of the limited amount of
people who have the clear knowledge regarding a particular concept (McCusker and Gunaydin
2015). The managers would provide their insight regarding the use of mobile banking and the
method of dealing with their potential clients. The qualitative data collection process would be
developed by arranging telephonic interviews with the managers who are associated with the
mobile banking process. The interpreter and the recorder would be available to record the entire
conversation and memorize the entire information received from the managers while
interviewing them about the subject. The authentic bank managers would participate in this data
collection process to reveal their experience while dealing with the clients’ demands. The
researcher would not persuade the managers if they do not feel comfortable enough to share their

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strategic vision of the company. The maintenance of the ethical parameter is quite necessary in
such case.
 Quantitative Data Collection Process
The quantitative data collection process is the method of collecting a number of data from
quite a large number of the population (Palinkas et al. 2015). The quantitative data collection
process would be developed by conducting the online survey among the people who have been
using the mobile banking apps. The questionnaire would contain the multiple choice question
from which the respondents have to choose their option. The responses collected from this data
collection process would be analyzed by using the software tool called MS Excel. The entire
responses would be collected and analyzed within the valid date.
 Sampling Technique and Sampling Size
In this study the usefulness of the mobile banking is analyzed in a clarified way. Hence, the
qualitative research would be developed by arranging an interview session with 3 managers
from the different financial banking companies that are offering mobile banking apps for their
customer use. The telephonic interview will be conducted by using the non-probability,
convenient sampling technique. On the other hand, the quantitative data would be gathered by
distributing questionnaires to 50 customers who have been using the mobile baking apps and
are quite accustomed with the internet banking process. The Probability, simple random
technique would be used in this case to gather responses from the respondents.

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Research Limitations
The research provides the insightful knowledge about the use of mobile banking in
retaining customers and improving the business process. However, the biasness of the
respondents in both the qualitative and quantitative data collection process has made the research
quite limited. Moreover, the lack of updated information in the literature study has limited the
information since it does not notify the current business practices. In fact, the researcher does not
have any source to identify the authentication of the data. These drawbacks have made the
research quite limited.
Time Schedule
Main activities/ stages Month
February
Month
March
Month
April
Month
May
Month
June
Month
July
Selection of Topic 
Collecting Secondary Data  
Layout formation 
Review of the Literature   
Formulating the research plan  
Development of Research
Technique
 
Gathering Primary Data  
Discussion and analysis of
primary data
 
Main conclusion of the study 

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Formation and presentation of
the Rough Draft

Submitting the final work to
receive a result

Table 1: Time Schedule
(Source: Created by the Author)
Conclusion
The study develops the appropriate research methodology used for analyzing the research
based on the impact of mobile banking on customer retention and improvement of business
process. The literature study failed to address the method of mitigating the issues occurred due to
the security concerns of the customers while providing their confidential banking details over the
internet. The development of the project scope and objectives has provided the idea of the
underlying conceptual formulation of the subject matter. The mixed method research is
developed in this study. The analysis of the gathered data from the quantitative and qualitative
research would initiate the ideas about the perceptive values of the people who have been
experiencing the real life scenario by using this mobile banking process. The biased responses of
the respondents might create the research limitations.

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References
Arcand, M., PromTep, S., Brun, I. and Rajaobelina, L., 2017. Mobile banking service quality and
customer relationships. International Journal of Bank Marketing, 35(7), pp.1068-1089.
Chuah, H. W., Marimuthu, M., andRamayah, T. (2014) ‘The effect of perceived value on the
loyalty of Generation Y mobile internet subscribers: A proposed conceptual
framework’, Procedia-Social and Behavioral Sciences, 130, pp. 532-541.
Joshi, S., Bhatia, S., Raikar, K. and Pall, H., 2017. Customer experience and associated customer
behaviour in end user devices and technologies (smartphones, mobile internet, mobile financial
services). International Journal of High Performance Computing and Networking, 10(1-2),
pp.118-126.
Kandampully, J., Zhang, T., andBilgihan, A. (2015) ‘Customer loyalty: a review and future
directions with a special focus on the hospitality industry’, International Journal of
Contemporary Hospitality Management, 27(3), pp. 379-414.
Kaura, V., Durga Prasad, C. S., and Sharma, S. (2015) ‘Service quality, service convenience,
price and fairness, customer loyalty, and the mediating role of customer
satisfaction’, International Journal of Bank Marketing, 33(4), pp. 404-422.
Liébana-Cabanillas, F., Alonso-Dos-Santos, M., Soto-Fuentes, Y. and Valderrama-Palma, V.A.,
2017. Unobserved heterogeneity and the importance of customer loyalty in mobile
banking. Technology Analysis & Strategic Management, 29(9), pp.1015-1032.

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McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion, 30(7), pp.537-542.
Mertens, D.M., 2014. Research and evaluation in education and psychology: Integrating
diversity with quantitative, qualitative, and mixed methods. Sage publications.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K., 2015.
Purposeful sampling for qualitative data collection and analysis in mixed method implementation
research. Administration and Policy in Mental Health and Mental Health Services
Research, 42(5), pp.533-544.
Shaikh, A.A. and Karjaluoto, H., 2015. Mobile banking adoption: A literature review. Telematics
and Informatics, 32(1), pp.129-142.
Yadav, M.K. and Rai, A.K., 2015. Exploring the Relational Impact of Service Quality on
Customer Satisfication. Ushus-Journal of Business Management, 14(4), pp.17-31.