1Associate Professor in Economics,
2 M.Phi.l Scholar,
*Corresponding Author: Dr. K. Shobha, Associate Professor in Economics, Government Arts College, Coimbatore-18, shobhaajithan@yahoo.com, Mobile-9442168909
The role of internet is becoming inevitable to corporate and society. The usage of i-banking is on rise among the Indian customers, i-banking has revolutionized the banking industry and under pressure to offer new services and products to attract the customers. However to succeed in today ’s electronic markets, a strategic and focused approach is required. Though slow when compared to developed countries yet steadily Indian customers is moving towards i-banking. In a study by Internet and Mobile Association of India (IAMAI), it was found that ATM users were more when compared to internet users. About 23% of the online users preferred internet banking but 53% preferred ATM. Out of the 6,365 internet users sampled, 35% used online banking in India. This shows that a significant number of online users do not use internet banking, and hence there is a need to analyze the reasons for not using it.
