A STUDY ON ANALYZING THE ADOPTION AND SATISFACTION LEVELS OF DIGITAL WALLETS IN BANKING SECTOR
Keywords:
Digital wallets, banking sector, gender disparity, adoption patterns, user satisfaction.Abstract
Introduction: This research endeavors to address the critical issue in the adoption and satisfaction levels of digital wallets within the banking sector. The research problem centers on understanding the factors influencing digital wallet adoption and satisfaction, particularly exploring whether gender plays a significant role in shaping these dynamics. Against the backdrop of the digital transformation in banking services, this study aims to contribute valuable insights into enhancing inclusivity and user satisfaction.
Methods: Employing a cross-sectional research design, this study utilizes convenience sampling to gather data from 200 participants within the banking sector. The research methodology incorporates a structured questionnaire employing Likert scales to assess adoption patterns and satisfaction levels. The sample is stratified based on gender and age groups. Data analysis involves descriptive statistics, independent samples t-tests for gender differences, and One-Way ANOVA tests for age group comparisons.
Results: The results highlight a gender disparity in both the adoption patterns and satisfaction levels of digital wallets. Female participants exhibit a higher mean adoption score and satisfaction level compared to their male counterparts. Statistical analyses reveal significant differences, emphasizing the need for tailored strategies to meet the distinct preferences of male and female users. Age-related variations, however, do not emerge as significant factors influencing adoption patterns or satisfaction levels.
Conclusion: In conclusion, the study underscores the importance of gender-sensitive approaches in designing and promoting digital wallet services in the banking sector. The findings imply that financial institutions need to customize their strategies to cater to the unique preferences and concerns of both male and female users. While age does not play a significant role in shaping digital wallet dynamics in this context, continuous efforts are warranted to ensure a user-centric and inclusive digital banking experience.
