EFFECTS OF FACTORS THAT INFLUENCE CONTINUANCE INTENTION OF CUSTOMERS FOR MOBILE BANKING IN PAKISTAN.

Abstract

Purpose: The goal ofthis investigation was to identify the factors influencing customer’s continuance intention with regard to using mobile banking in Pakistan. In contrast to formal financial style, the purpose of this article is to analyse its role in digital financing and assess its impact on digital mobile banking. Methodology & Design: The deductive method was used in this study. The study is quantitative in nature, and data were gathered via questionnaires at various textile companies in Karachi. 285 people made up the final sample. Reliability, multiple regression, and correlation analysis have been used to analyse the data. Findings: The finding ofthis exploration shows that there is a critical effect ofTrust, Perceived Ease of Use, Perceived Usefulness and Perceived Privacy Security have on satisfaction and Continuance intention to use mobile banking. Limitations: Future studies could include variables like FOMO (fear ofmissing out) in studying its impact of Continuance intention to use mobile banking. Moreover, a comparative study using demographic variables national culture could be used to check the degree of change ifoccurs in the continuance intention to use mobile banking between developing and developed countries. Recommendations: Mobile banking app design and management enhance the features offered in the system and provide a positive user experience based on "interaction" between the app and the user in order to encourage users to utilize mobile banking.