Abstract
The beginning of empowerment of banking customers for their own transactions started with the evolution of ATMs as a delivery channel. The emergence of innovative banking services such as Self Service Banking Technologies (SSBT) i.e ATMs/ Debit Card, Credit Card, Internet Banking (IB), Mobile Banking (MB) with the concept of “Anytime and Anywhere Banking” has intensified the need of innovative banking services. With the advent of internet, the application of innovative banking services has been proven as an effective way to reduce the costs of operation for the financial institutions. Innovative banking services do allow banks to reduce expenditures on physical structures. It is believed that the e-banking will help the banks to cut costs, increase revenue and become more convenient for customers to do banking transactions. The methodology used in the study four banks were selected for the study and 90 customers were selected from each bank purposively those who are using innovative banking services namely ATM/Debit Card, Credit Card, Internet Banking and Mobile Banking. Four banks were selected based on Technological Award 2013-14. The select banks are State Bank of India, Canara Bank of public sector and ICICI and AXIS of private sector banks. The interview schedule was categorised into six parts using TAM extension model framed by the researcher. So it is important to anlayse the customers’ attitude towards innovative banking services of public and private sector banks.
Highlights
The beginning of empowerment of banking customers for their own transactions started with the evolution of ATMs as a delivery channel
Four banks were selected for the study and 90 customers were selected from each bank purposively those who are using innovative banking services namely ATM/Debit Card, Credit Card, Internet Banking and Mobile Banking
The customers’ attitude towards innovative banking services was tested using extended TAM model framed by the researcher using perceived usefulness, perceived ease of use, perceived web security, intention to use, behavioural intention and predilection
Summary
The beginning of empowerment of banking customers for their own transactions started with the evolution of ATMs as a delivery channel. The internet is more than a physical platform for banking transactions; it is a medium for communicating and interacting with customers more effectively and efficiently. It can be utilised as a niche instrument and a medium for highly customised contacts with existing and potential customers. It helps to developed over time using information collected through transactions with customers. This leads to customisation/personalisation to maintain good relationship with the customers by immediately responding them through online without delay which gives good enough to maintain electronic customer relationship management (e-CRM) in banking industry. The attractiveness towards internet into internet banking which enhanced by the ability to conduct banking transactions anytime and anywhere, faster and with lower charges compared to using traditional bank branches
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