A Study On “Investor Retention Strategy In The Era Of Digital Platforms And Services With Special Reference To Mutual Fund Investors Using Mobile Applications”

Abstract

Mutual funds can be considered us the most significant investment avenue for the investor who has less knowledge about the stock market but wanted to reap the benefits of that. This is because when an investor investing mutual funds, the funds will be managed by the fund manager. There are so many platforms are available in the market to provide the information about the mutual funds for the investors one among them is mobile application. In this article, the researcher wanted to know the factors which are persuading the investors to continuation of usage of mobile applications to invest in the mutual funds online using factor Analysis analysis. And found that there are majorly five factors, which are persuading the investors to continuation of usage of mobile applications by doing the investment They are easy to use to user interface security feature of the mobile app winning the trust of the customers.