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ACCEPTANCE OF E-BANKING AMONG CUSTOMERS

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Author(s): K.T. Geetha | V.Malarvizhi

Journal: Journal of Management and Science
ISSN 2249-1260

Volume: 2;
Issue: 1;
Start page: 1;
Date: 2012;
Original page

Keywords: Security | Privacy | Awareness | Customers | E-banking

ABSTRACT
Financial liberalization and technology revolution have allowed the developments of newand more efficient delivery and processing channels as well as more innovative products andservices in banking industry. Banking institutions are facing competition not only from each otherbut also from non-bank financial intermediaries as well as from alternative sources of financing.Another strategic challenge facing banking institutions today is the growing and changing needsand expectations of consumers in tandem with increased education levels and growing wealth.Consumers are becoming increasingly discerning and have become more involved in theirfinancial decisions. This paper investigates the factors which are affecting the acceptance of ebankingservices among the customers and also indicates level of concern regarding security andprivacy issues in Indian context. Primary data was collected from 200 respondents through astructured questionnaire. Descriptive statistics was used to explain demographic profile ofrespondents and Factor and Regression analyses were used to know the factors affecting e-bankingservices among customer in India. The finding depicts many factors like security and privacy andawareness level increased the acceptance of e-banking services among Indian customers. Thefinding shows that if banks provide them necessary guidance and ensure safety of their accounts,customers are willing to adopt e-banking,
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