Technological Banking Services in Thoothukudi District: A Cross-Sectional Analysis of Customer Perceptions in Public and Private Sector Banks

Abstract

This research article presents a cross-sectional analysis of customer perceptions regarding technological banking services in Thoothukudi District, focusing on both public and private sector banks. As the banking industry undergoes a transformative shift towards digitalization, understanding customer attitudes and preferences is crucial for banks to enhance service quality and maintain a competitive edge. The study employs a mixed-method approach, combining quantitative surveys and qualitative interviews to gather insights into customer perceptions. A representative sample of customers (386) from various age groups, income levels, and banking habits has surveyed to capture a comprehensive perspective. Key technological banking services, including online and mobile banking, ATM services, and digital customer support, are evaluated. This research contributes to the existing literature on the adoption of technological banking services in a regional context and offers valuable insights to policymakers, bank management, and researchers in the field of banking and finance.