Title: Segmentation of m-wallet users using cluster analysis: an empirical study in Delhi NCR

Authors: Rushina Singhi; Vivek Sancheti; Vijit Chaturvedi; Kiran Jindal

Addresses: School of Mathematics, Applied Statistics and Analytics, Narsee Monjee Institute of Management Studies, Mumbai, India ' Amity Business School, Amity University, Noida, India ' Amity Business School, Amity University, Noida, India ' Mehr Chand Mahajan DAV College for Women Chandigarh, Sector 36 A Chandigarh, India

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.

Keywords: digital wallets; e-wallets; mobile wallets; m-wallets; digital payment systems; cluster analysis.

DOI: 10.1504/IJPSPM.2024.139874

International Journal of Public Sector Performance Management, 2024 Vol.14 No.1, pp.59 - 77

Accepted: 03 Jul 2021
Published online: 09 Jul 2024 *

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