CUSTOMER ADOPTION OF MOBILE AND GREEN CHANNEL BANKING: IMPLICATIONS FOR BANKING EFFICIENCY

Abstract

Digital banking has transformed the customer journey towards financial services and has inspired banks to put themselves on board with technology-enabled banking channels that are faster, more convenient and environmentally friendly. The introduction of mobile banking and green channel banking solutions has emerged as one of the highly significant innovations as these provide the users with an opportunity to perform banking transactions without depending heavily on paper, visits to the branches and manual transaction processing. Using the current study, customer adoption of mobile and green channel banking and implications for banking efficiency are explored. Accessibility, ease of use, convenience, transaction speed, security, awareness and customer trust are among some of the factors that can impact consumer willingness to transact in an alternative channel. The study also looks at the potential of higher adoption of the technology to help alleviate branch workload, lower transaction costs, quick service, better resource utilisation and for environmentally responsible banking. The information can be accumulated in the shape of a survey-based process that asks bank customers about their awareness, usage pattern, satisfaction and perceptions of mobile and green banking services. The research is likely to yield implications from both the perspective of customers' acceptance of technology-enabled banking channels as well as operational and service efficiency. The results could also support banks in recognising key barriers to adoption and developing appropriate strategies to juice up the uptake of the use of digital and carbon friendly banking services.