Mobile Banking Application (App) Adoption Behaviour Amongst Malaysian Consumers

Abstract

Irrespective of the size of a corporation, consumer preference for a certain product is a crucial subject for many companies, if not all, globally as it is essential to the success of the enterprise. Various consumers have different opinions of a product, and consumer preference serves as a guide for identifying a product's features. The success of a product is influenced by consumer preferences. It will be detailed displaying common elements such as service quality, technology, internet marketing, company image, and convenience that impact consumer selection. The feature of consumer choice for a given product has not been fully addressed by the current study, in fact, there are studies that focused on consumer choice, and their influences vary. Therefore, the timeliness of this study is apparent. This research is essential for companies who wish to identify popular banking applications (apps). As service quality, technology, online advertising, corporate image, and convenience impact consumer preference for mobile banking apps in Malaysia, hypotheses have been developed for the research study. This research enables academics to comprehend the phenomena under investigation and will also be useful for studying mobile banking apps in Malaysia in particular. This study aims to shed light on this nexus through quantitative correlation analysis, utilizing survey on consumer preferences for specific items and affecting variables. This study employs a quantitative correlation research methodology and seeks to establish the existence of correlations between each independent variable and the dependent variable. Total of 416 samples were collected using convenience sampling targeting bank users aged above 21 years old. The data was subsequently cleaned and analyzed using SPSS. During the study, research outputs based on hypotheses and proposals emerged with service quality, technology and internet advertising positively affecting consumer preferences with service quality being the most significant predictor.