Digital Banking – Customer Perception & Challenges

Abstract

Digital banking is being widely introduced and accepted in the world. This study therefore aims at analyzing customer perceptions towards digital banking in India. The study also aims to identify the challenges faced by the banking industry to implement digital banking in India. Since the study is based on user perceptions of digital banking, primary data has been collected from 200 users for the purpose. Basic tools in excel such as sums and percentages for the quantitative data analysis and Participant Observation, Non-participant Observation, Field Notes, Analysis of documents and materials have been used for analysis. 87.2 percent of the sample is upto 30 years of age, out of which 83.3 percent use digital banking. Many are aware of digital banking services. The main reason for using digital banking is its availability anytime. The most widely used banking service is online fund transfer and majority respondents use it 2/3 times per week or daily. SBI is the most preferred bank. The challenges faced by the banking industry are financial illiteracy, use of technology and assurance to people of safe and secure digital banking. Security measures need to be tightened so as to gain trust of the people.