Factors Influencing Adoption of IoT and Its Impact on CRM in Banks: Examining the Moderating Role of Gender, Age, and Bank Ownership Type

Internet is becoming a part of our lifestyle; however, the usage rate and application are disparate in different parts world. In many emerging countries, yet to penetrate ordinary households. The present study focuses on how IoT adoption impacts banks’ customer relationship management (CRM) an market context. Furthermore, moderating roles gender, age, bank ownership type between CRM have also been tested. Cost, convenience, social context, privacy were studied as predicting variables adoption, while was investigated antecedent CRM. variable has operationalized second-order latent construct consisting three first-order variables: responsiveness, satisfaction, assurance. A cross-sectional, non-probability-based survey conducted from 467 customers public private sector banks Aligarh city India. Two CFA models run ensure reliability, validity, model fit. Hypotheses tested using structural equation modeling (SEM) AMOS software, PROCESS Macro v4.0 by Hayes (2009) used test effect gender results indicate that cost, positively influencing which turn affects Gender age found negative moderation path CRM, moderated this link.