Customer Attitude Towards Using Internet Banking

2486 Words Apr 1st, 2013 10 Pages
Internet banking is still at infancy stage in the world. Many studies focused on usage of internet banking but many factors on non-usage were overlooked. This research was carried out to validate the conceptual model of internet banking. The causes were identified and researched through correcting the causative factors so that internet banking can be used by more people. This will help the banking operations to be more cost effective.
The research is focused on what are the customer’s perceptions about internet banking and what are the drivers that drive consumers. How consumers have accepted internet banking and how to improve the usage rate were the focus of research area in this study.
Qualitative exploratory research using
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This paper provides an insight analysis on this aspect. The research will assist bank administration to ascertain a better understanding of consumer perceptions of automated services in bank’s products offering

Literature Review
In India still there is a lack of user for internet as a medium for banking purpose, but the banking system are upgrading and bringing many electronic banking medium for customer so that banking can be made more convenient. 1. Joseph et al. (1999) investigated the influence of banking services. They found six underlying dimensions of e-banking service quality such as convenience and accuracy, feedback and complaint management, efficiency, queue management accessibility and customizations. Jun and Cai (2001) identified 17 service quality dimensions of I-banking service quality. These are reliability, responsiveness, competence, courtesy, credibility, access, communication, understanding the customer, collaboration, continuous improvement, content, accuracy, ease of use, timeliness, aesthetics, security and divers features. They also suggested that some dimensions such as responsiveness, reliability and access are critical for both traditional and internet bank. Jayawardhena (2004) transforms the original SERVQUAL scale to the internet context and develops a battery of 21 items to assess service quality in e-banking. By means
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