An analysis of Conventional and Alternative financing—Customers' perspective
研究印度客户对替代融资的适应性、认知和易用性感知，通过问卷调查和因子分析找出影响客户使用替代金融服务的因素，结果有助于金融机构优化产品和服务。
Abstract Alternative financing is a phenomenon that has been gaining momentum since the last decade. It is a way of dealing with financial requirements on an online platform with or without the intervention of a third party. In India, Banking and Financial Services are moving from the traditional “one size fits all” approach to a more personalized service approach, with the help of financial technology. However, it is important to understand that the growth of any sector, especially the service sector depends upon the user's experience and their perception of the service. A better understanding of customer's perceptions and their experience can help financial organizations to strategize better in order to increase their market share and profitability. In this connection, this study aims at understanding the customer's adaptability, awareness, and perceived ease of use of Alternative Financing with reference to conventional financing. Primary as well as secondary data are collected for this purpose. The primary data were obtained from self‐administered questionnaire. Factor analysis is conducted to explore the factors, which contribute to the better involvement of customers towards Alternative Finance. This study tries to make an original contribution by assessing significant factors that prompt a customer to use alternative financial services. Results indicate a significant positive relationship between the factors and the growth of alternative finance. The results may help financial institutions to design the products and increased the use of IT in their operations to achieve the objectives.