LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Hrishav Koirala, Suman Bhattacharya

Abstract:This research report examines customer perceptions and preferences towards mobile banking services offered by NIC Asia Bank in Nepal. Digitalization has led to the adoption of mobile banking services, with NIC Asia Bank embracing this trend. The study focuses on the factors influencing mobile banking adoption, such as safety, ease of use, and perceived benefits. The research questions explore and analyze these relationships, with hypotheses positing positive correlations. The Technology Acceptance Model is used to understand customer perceptions of mobile banking services. The research methodology includes positivism, a deductive approach, a survey strategy, and data collection methods. Results show moderate agreement and positive perceptions among respondents regarding mobile banking, customer attitude, knowledge, and awareness. Correlation analysis reveals positive correlations between these variables. The study concludes that positive attitudes, awareness, and knowledge positively influence customer perceptions of mobile banking services. Implications for digital technologies and the banking sector include customer experience improvements and tailored offerings. Recommendations include prioritizing security, user-friendly designs, promoting benefits, enhancing customer engagement, ensuring ongoing security measures, and adapting to changes. The findings have implications for enhancing customer satisfaction, improving services, and guiding technological advancements in the banking sector.

Keywords:Consumers’ Perception, Mobile Banking, Services