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- W3198549715 abstract "India has traditionally been a cash-based economy with limited penetration of formal banking and financial services. The financial sector in India is witnessing a transformation with new payments banks being established in the country for achieving the dream of a fully banked country. The RBI, Indian commercial banks, the Government of India and other individual stakeholders have undertaken a number of initiatives in the past to promote financial inclusion. This paper tries to gather some insights on customer attitude and expectations that shape the marketing strategies of payments banks in India. The findings reveal that customer awareness, expectations, financial needs and value proposition affect positively customer’s adoption and usage of services of a payments bank. Streamlining the operations of payments banks in India based on the study conducted shall help players to put in place people, processes, products and systems with strong analytics-driven marketing strategies, which can be easily scaled up in future to operate as a full-fledged bank." @default.
- W3198549715 created "2021-09-13" @default.
- W3198549715 creator A5011923644 @default.
- W3198549715 date "2019-03-02" @default.
- W3198549715 modified "2023-09-24" @default.
- W3198549715 title "Can Customer Attitude and Expectations Shape the Future of Payments Banks in India" @default.
- W3198549715 hasPublicationYear "2019" @default.
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