EFFECTS OF CYBER THREATS ON CUSTOMER’s BEHAVIOUR IN E-BANKING SERVICES- A COMPARATIVE STUDY AMONG URBAN AND RURAL USERS

Abstract

With the advent of technology, people’s way of life has seen tremendous changes. These changes have changed the way people carry on different actions of life. It is evident that with the intro of Artificial intelligence it has now become easier for machines to perform several of the functions related with human mind i.e., to understand the user's needs and emotions and then invade into the sensitive financial information, finally causing a huge financial loss to the actual user. This is a serious concern at present which is affecting the quality of service and satisfaction among the users. The study has focused on knowing the awareness level regarding the security threats in e- banking among the rural and urban respondents, along with its impact at large. The study is based on primary data source wherein questionnaire was sent to the respondents through mail. The statistical tools like Pie-charts, Bar graph and Weighted Average Scores are used to analyse the data. It was finally found that the respondents were aware of different cyber threats, but do not know how to handle such threats which would give the fraudsters a chance to access their sensitive banking details. So, a proper mechanism is to be evolved in order to eliminate instances of loss.