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CUSTOMER PREFERENCE TOWARDS ONLINE BANKING

R. Ramya, B. Indirapriyadharshini, N. Giri

Abstract


The banking industry has been rapidly developing the use of internet banking as an efficient and viable tool to create customer value. It is one of the popular services offered by the traditional banks to provide speedier and reliable services to online users. With the rapid development of computer technology as a commercial too internet banking can be used to attract more customers to perform banking transactions in related banks. However, the main problem of internet banking faced by the providers are large number of the banks’ customers are not willing to use the internet banking services offered. With this notion, the present study is an attempt to identify the customer preference towards online banking. With the use of a questionnaire method, 170 customers participated in this study have provided valuable feedback and responses. The results of the study show that, survival convenience and customized services influence customer preference towards online banking.

Keywords


Online banking, Preference, Services, Problems.

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References


Haliq HAA, and Ahmad AAM. (2016). “Customer Satisfaction with Electronic Banking Services in the SaudiBanking Sector”, Published by Canadian Center of Science and Education, Asian Social Science; Vol.12(5), ISSN 1911-2017

Lustsik O. (2004). “Can E-Banking services be profitable?”, University of Tartu Economics and Business Administration, Working Paper No.30-2004). doi:10.2139/ssrn.612762

Singh, and Malhotra. (2004). “Adoption of internet banking: An empirical investigation of Indian banking sector”, the journal of internet banking and commerce, Vol.9, pp.17-29.


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