Advances in Consumer Research
Issue 2 : 206-214
Original Article
“The Impact Of Demographic Factors On The Adoption Of Digital Banking Services By Customers”
 ,
1
Research Scholar, REVA University, Bangalore, India.
2
Department of Commerce and Management, REVA University, Bangalore, India
Abstract

In recent times, various banking sectors have been focusing on enhancing the financial system of banking services to their customers. However, they experience a challenge in this process, especially regarding the customer perception of changes in the banking system. This study majorly focuses on understanding the relationship between customers’ belief in digital banking and their intention to adopt it. And analyze the difference between the bank customer’s beliefs about their digital banking services on their characteristics such as age, gender, income, occupation, self–efficiency, and so on. Another objective is to identify the various risk factors affecting the intention of customers to use digital banking services. A structured questionnaire was prepared and circulated through google forms among the customers of selected public sector and private sector nationalized banks to find out the impact and reasons for these variables. The study provides various inputs to the bankers and laymen readers in understanding the customers’ state of mind towards using or adopting digital banking services in India

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