CUSTOMERS' PERCEPTION TOWARDS INTERNET BANKING SERVICES IN RAMANATHAPURAM DISTRICT

Abstract

In the economic scenario, nancial institutions and banking industries are using effective strategic planning for capturing customer attention and improving the perception level of customers. So banks must adopt new strategies for developing a positive perception level in the minds of customers. For developing and implementing customer centric strategies, banks need to provide consistent strategies to prevent customer from switching over to other competitive banks. In order to understand customer perception on Internet banking services towards banking sector, there is a need to understand dimensions like internet banking services, motivational factors and also identify the problems towards internet banking services. The study has been undertaken with regard to the following set of objectives: To study the socio-economic prole and their level of perception of the customers and to analyse the factors considered by the respondents to select a particular bank. In the present study primary and secondary data have been used. Moreover a convenient random sampling technique has been adopted for selecting a sample of 225 respondents who have used internet banking in Ramanathapuram district in selected banks through questionnaire. The current research paper deals to identify the customer perception levels.