Uticaj demografskih faktora na percepciju korisnika o onlajn bankarskim aplikacijama: analiza efikasnosti, dostupnosti i lakoće kontakta
The Impact of Demographic Factors on User Perceptions of Online Banking Applications: A Study of Efficiency, Availability, and Ease of Contact
Author(s): Jelena Lukić NikolićSubject(s): Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Udruženje banaka Srbije p.u.
Keywords: online banking, service quality; user perception; efficiency; customer contact; customer experience
Summary/Abstract: This paper examines how demographic factors influence user perceptions of online banking applications, focusing on key aspects such as efficiency, availability, and ease of contact within banking applications. The research was conducted using a specially designed questionnaire that was implemented via the Google Forms platform in electronic form. The questionnaire was distributed to users of online banking in Serbia in the period from August 2024 to February 2025. A total of 198 respondents participated in research, with the data analyzed through non-parametric statistical methods, including the Mann-Whitney and Kruskal-Wallis tests. The results indicate no significant differences in users’ perceptions of efficiency, availability, or ease of contact in online banking applications based on gender, age, and education. These findings provide valuable insights into the design and optimization of online banking services, highlighting that demographic factors do not significantly affect user satisfaction in these areas.
Journal: Bankarstvo
- Issue Year: 54/2025
- Issue No: 3
- Page Range: 10-45
- Page Count: 36
- Language: English, Serbian
