부산대학교 도서관

In this era of technological development banks have launched alternative technical channels like ATM, Internet and mobile phone to expand their services and offer customers more flexibility. Mobile banking is one of the channels which offer various banking services to the customers anywhere and anytime thus finding a way to shift from traditional branch-based retail banking to online retail banking. The present study facilitates in understanding of the clusters representing various adopter categories on the basis of adoption behavior of mobile banking users. Five explored clusters named innovator, early adopter, early majority, late majority and laggards are formed using hierarchical and non-hierarchical clustering methods. Highlighting the features of five clusters, the study helps managers and policy makers of banks to direct the available resources in order to achieve optimal adoption of mobile banking services by the retail banking users in the country like India where mobile banking is still in nascent stage. [ABSTRACT FROM AUTHOR]