EFFECT OF COVID-19 ON CONSUMER PREFERENCES IN E-BANKING SERVICES

Abstract

Purpose: Using a conjoint analysis approach, the article attempts to measure the influence of COVID-19 in the overall interest of the public preference for e-banking services. The survey is expected to reveal the kind of e-service and feature combinations that customer consider to be valuable. Design/methodology/approach: The impact of COVID-19 on consumer preferences for e-banking services was studied using conjoint analysis. To enable preference measurement, sixteen distinct orthogonal profiles are constructed. There are five qualities in the conjoint study design, each with three levels. An online poll was used to gather a sample of 91respondent. Findings - According to the study, customers prefer to use Mobile Banking for 'bill-paying' of 'between 10,000 and 20,000' rupees when it is 'very urgent' and they receive 'discount coupons.' The findings offer significant insight into the motives, attitudes, and preferences of consumers, which can be used to build ways for enhancing the use of these services. Practical implications: The study could be used by practitioner to determine the best e-service combinations to offer clients. Practitioner may also be able to determine which traits customer are ready to sacrifice in lieu of other factor utilities. Originality/value: In the banking sector, evaluating client preferences in the e- banking industry is still relatively necessary. Furthermore, the implementation of a conjoint study is an important study that demonstrates a new measurement perspective in the e-service market. Keywords: Consumer preferences, conjoint analysis, E-banking industry, COVID -19