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<p>The banking sector is one of the most important parts of an economy; banking systems promote and adopt new technologies to provide customers with better services and enhance their effectiveness and efficiency. The success of these technological implementations depends on customers who are fully motivated to adopt them. In the Indian context, the adoption rate of new technology in banking is very low. Thus, this study examines the factors influencing Indian bank customers’ behavioral intention and adoption of Metaverse. Hence, the purpose of the paper is to understand how adopting the Metaverse will help create customer technology trust that further develops engagement among customers in the banking industry in India. The paper has considered both qualitative and quantitative methods. Firstly, the paper focuses on interviews with bankers and customers to understand their perception of the Metaverse. Secondly, data has been collected with the help of a questionnaire from customers who often use digital platforms for their financial transactions. Structural Equation Modelling (SEM) was used to analyze the data. The results demonstrate that customer value (β = 0.45, <i>p</i> &lt; 0.001), enterprise value (β = 0.30, <i>p</i> &lt; 0.025), and service value (β = 0.25, <i>p</i> &lt; 0.012) all significantly enhance technology trust in the Metaverse. Additionally, technology trust positively influences customer engagement (β = 0.20, <i>p</i> &lt; 0.005) and customer satisfaction (β = 0.28, <i>p</i> &lt; 0.001), emphasizing its pivotal role in the customer experience. The finding of this paper would help banking organizations understand how the Metaverse can reduce the risk to customers and help banks prove their trust and engagement.</p>

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Banking transformation in PSU banks through the adoption of Metaverse: Indian context

  • 期刊论文

  • 发表日期：

    2025年1月16日

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  • Anamica Singh,
  • Anchal Luthra,
  • Seema Garg,
  • Namrata Pancholi,
  • Vinita Sharma

摘要

The banking sector is one of the most important parts of an economy; banking systems promote and adopt new technologies to provide customers with better services and enhance their effectiveness and efficiency. The success of these technological implementations depends on customers who are fully motivated to adopt them. In the Indian context, the adoption rate of new technology in banking is very low. Thus, this study examines the factors influencing Indian bank customers’ behavioral intention and adoption of Metaverse. Hence, the purpose of the paper is to understand how adopting the Metaverse will help create customer technology trust that further develops engagement among customers in the banking industry in India. The paper has considered both qualitative and quantitative methods. Firstly, the paper focuses on interviews with bankers and customers to understand their perception of the Metaverse. Secondly, data has been collected with the help of a questionnaire from customers who often use digital platforms for their financial transactions. Structural Equation Modelling (SEM) was used to analyze the data. The results demonstrate that customer value (β = 0.45, p < 0.001), enterprise value (β = 0.30, p < 0.025), and service value (β = 0.25, p < 0.012) all significantly enhance technology trust in the Metaverse. Additionally, technology trust positively influences customer engagement (β = 0.20, p < 0.005) and customer satisfaction (β = 0.28, p < 0.001), emphasizing its pivotal role in the customer experience. The finding of this paper would help banking organizations understand how the Metaverse can reduce the risk to customers and help banks prove their trust and engagement.