• Dr.Renuka Lenka

Mobile financial services consists of a wide array of services such as insurance, savings, loans and other investments distributed, subscribed to or paid by using mobile phone as a medium instead of a physical services branch. After Demonetisation on November 8th 2016, Mobile Payments and Receipts have become a buzz word. Even though mobile financial services are existing the term attracted more demand post demonetisation. These mobile financial services provide ample opportunities to the financial service providers for improving the efficiency both in terms of operational and services to customers. This aspect leads MFS providers to undertake in depth research in terms of customer adoption to new platform for financial services and new dimensions in customer relationship management. This paper aims at testing the adoption behaviour of customers in mobile financial services. The conceptual model developed is tested with the help of SEM-PLS method. The results indicated that the Customer adoption in Greater Visakhapatnam city is explained by the conceptual model. The model was well fit and the MFS providers can now take greater insights in to the model for better penetration and faster adoption.

Mobile financial services, adoption, factors influencing, structural equation modelling

"Modelling Customer Adoption in Mobile Financial services", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.322-326, October-2018, Available :http://www.jetir.org/papers/JETIR1810658.pdf

"Modelling Customer Adoption in Mobile Financial services", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp322-326, October-2018, Available at : http://www.jetir.org/papers/JETIR1810658.pdf