Usage based upon reasons: the case of electronic banking services in India
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 24 May 2018
Issue publication date: 21 June 2018
Abstract
Purpose
The purpose of this paper is to determine factors influencing customers’ usage of electronic banking (e-banking) services.
Design/methodology/approach
A survey was conducted to collect information from bank customers regarding their perceptions about e-banking services and their demographics. Multiple regression analysis is used to test the hypothesised relationships.
Findings
E-banking usage is found to be high for female, more educated, younger, and middle income customers. Among the 11 perceptual variables studied, only six variables, namely: information, performance, self-interest, service quality, satisfaction, and experience are found to be significantly and positively associated with e-banking usage.
Practical implications
This study identifies factors which may be focussed on by bankers during the formulation of their operations and marketing strategies to provide the best e-banking experience to their customers, enabling bankers to augment bank profitability through the strategic use of technologies.
Originality/value
Past studies have seldom examined the combined influence of demographics and other factors on e-banking services usage in the context of developing countries. Most of the earlier studies have considered single service or examined the adoption as only a binary variable.
Keywords
Citation
Arora, S. and Sandhu, S. (2018), "Usage based upon reasons: the case of electronic banking services in India", International Journal of Bank Marketing, Vol. 36 No. 4, pp. 680-700. https://doi.org/10.1108/IJBM-03-2017-0060
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited