Customers' attitude towards technology based services provided by select Indian banks: Empirical analysis

The purpose of the paper is to determine the factors that lead to satisfaction of the customers as regards to e‐banking services provided by selected banks in India.

Survey method was used to conduct the study. Data were collected through a well structured questionnaire from a sample of 350 respondents.

As a major finding of the study, six factors namely ease of use, reliability, convenient accessibility, security, low transaction cost and the time consumption emerged as factors that lead to customer satisfaction as regards e‐banking services. Further, the results of multiple regression showed that out of the above mentioned six factors, three factors, namely, ease of use (i.e. user friendly web sites leading to easy technology‐customer interaction), low transaction cost (i.e. saving of time, speed of service delivery, convenience and reduced paper work in monetary terms) and security (i.e. dependable safety mechanism in terms of illegal access of accounts, hacking and password protection) are found to be statistically significant at 5 percent significance level.

The study has a regional bias since the respondents belong to a single state of northern India. To have better generalisation of the results, a sample size could be made appropriately large and a wider geographical area be covered.

Taking findings of the study into consideration, strategies could be drawn by the bankers to spread their businesses as a large chunk of the population in India is still not using banking services. Through internet, however, access could be provided to customers residing in remote areas of the country.

The study is quite helpful for the policy makers in comprehending the attitude of banking customers towards e‐banking services provided by the banks and for developing appropriate strategies for placing themselves at competitively advantageous positions.