An empirical study on the i mportance of technology quality in creating brand preference among the Gen eration Y (Gen - Y) banking customers in Kerala
Journal Title: International Journal of Scientific Research and Management - Year 2016, Vol 4, Issue 9
Abstract
The objective of this study was to understand the various determinants that develop satisfaction among Generation Y ( Gen - Y ) banking customers , and to find out the relative importance of technology in creating brand preference among them . Responses from 400 Gen - Y banking customers in Cochin were collected using a structured questionnaire to examine the role of various determinants to customer satisfaction. The study also envisaged to examine the influence of risk perceptions in mode rating the satisfaction feel of Gen - Y in technology enabled service delivery . The data collected were analyzed using structural equation approach using a PLS based tool. The study identified important predictors of servic e quality in the perceptions of Gen - Y as technology quality and brand image. The human dimension was viewed by Gen - Y as less importa nt. The observation regarding t he absence of risk perception in using technology enabled applications truly portray ed the Ge n - Y behavio u r to wards technology usage. Further, it was observed that in perceiving technology quality Gen - Y expects maximum technology enabled applications with minimum service
Authors and Affiliations
P. Ravindranath
Keywords
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