Segmentation of m-wallet users using cluster analysis: an empirical study in Delhi NCR
by Rushina Singhi; Vivek Sancheti; Vijit Chaturvedi; Kiran Jindal
International Journal of Public Sector Performance Management (IJPSPM), Vol. 14, No. 1, 2024

Abstract: The government of India has launched a massive drive to make India a less cash economy. M-wallets play a crucial role to fulfil the objective. The objective of this study is to classify the m-wallet users using the cluster analysis and to analyse the differences between clusters based on satisfaction, engagement, and demographic characteristics. The cluster analysis results indicated that there are three segments based on users' perception toward m-wallets: optimistic, suspecting, and pessimistic. This will also help in enhancing risk management and ease of convenience based on segments classified it will help decision makers to make strategic decision. The findings show that the users with positive perception toward m-wallets exhibit higher levels of satisfaction and engagement. The findings of this study further indicate that there is an association between internet experience, internet usage, online shopping and perception of m-wallet users. The findings have implications based on perceptual context.

Online publication date: Tue, 09-Jul-2024

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