Perceived Values Of Mobile Banking In Malaysia

Muhammad, Fazil (2007) Perceived Values Of Mobile Banking In Malaysia. Masters thesis, University of Multimedia.

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Abstract

This study examined consumer behaviour influencing mobile banking choice on the basis of consumer choice behaviour model. There are 5 perceived values; functional value, social value, emotional value, epistemic value and conditional value. This study is to find out the factors that influence the preference of consumers with regards to mobile banking. This study will provide assistance for management of financial institutions and service developers in order to attract consumers in competitive financial service environment.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HG Finance
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 19 Jul 2011 03:35
Last Modified: 19 Jul 2011 03:35
URI: http://shdl.mmu.edu.my/id/eprint/1867

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