ABSTRACT
The future organizations will be full of technology usage for customers and as females are increasingly becoming important customers using banking services, this chapter is an attempt to understand the factors, which influence adoption of technology among females. Marketers need to understand these differences more specifically when talking in terms of services because inseparability means the demographics and consumer
University Business School, Panjab University, Chandigarh, India, E-mail: purvakansal@pu.ac.in
Abstract ................................................................................................... 35 2.1 Introduction .................................................................................... 36 2.2 Review of Literature ...................................................................... 39 2.3 Research Methodology .................................................................. 44 2.4 Findings and Discussion ................................................................ 46 2.5 Conclusion ..................................................................................... 56 Keywords ................................................................................................ 58 References ............................................................................................... 58
sary edge. It is this aspect of services which was focus of the current study. To test the proposed hypotheses, a survey was done and data were collected from 125 respondents. The sampling frame was defined as 26 tier II cities of India. Out of these 26 cities, 4 cities were chosen for data collection, that is, Chandigarh, Ahmedabad, Dehradun, and Ludhiana. Discriminant analysis (stepwise) was used to determine which factors act as strong discriminators among females for intention to use self-service banking. The results of the study indicate that the marketing strategist should concentrate on increasing self-efficacy perception of the female segment and at reducing perception of perceived risk of the female customers to improve adoption of technology or self-service banking by the female population of the country. These two variables are required to change the perception of perceived ease of use and perceived usefulness, two very important variables for the female segment. The results of the study stress on relative and customerization-based strategies. Therefore, indicated that the four were significant discriminators of intention to use and should be invested on more by strategists to increase the adoption rate and ensure inclusion of the female gender in the self-banking services.
