Peer-reviewed
Usage based upon reasons: the case of electronic banking services in India
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
Article, 2018
International Journal of Bank Marketing, 36, 20180621, 680
2018