Customer Attitudes and Adoption of Digital Banking

This research focuses on understanding customer perception and attitude towards net banking. The main objectives of the study are to investigate the factors that influence customer attitude towards net banking, comparison between net banking facilities of competitors. The study also aims to explore adoption of e-wallets.

The research was conducted using a structured questionnaire for collecting responses of the respondents. Convenience sampling was used for selection of the respondents.

The major findings of this research are that there are broadly three factors that influence customer attitude towards net banking. These factors are convenience, security and benefits. Most customers are prompted to use net banking because they find it more convenient. Study of demographics helped us conclude that customer attitude differ across age groups, occupation and education qualification with reference to convenience, security and benefit. A total of 35.5% of the respondents are keeping money in their ewallet, whereas 12.17% customers are keeping Rs. 5, 000 and above in their e-wallet.

This research would help in developing better marketing strategies for improving customer attitude towards net banking non-users.