Technology based Banking Behavior of Urban Customers: An Empirical Study in Kamrup Metro Districts of Assam, India

Abstract

The study is an attempt to identify most prominent technology based banking service as well as factors that trigger usage of such service by urban customers. A sample of 350 respondents were surveyed out of which 302 was found suitable for data analysis. Test statistics like anova, chi-square, cross tabulation and factor analysis were used in order to analyze the data. Results showed ATM cum debit card usage, Mobile banking and cash deposit machines as top three technology based banking services by urban customers. System utility, service reliability, secure access, social influence, useful and quick transaction, and easy to use factors were found to influence technology based banking service usage. Apart from that perceived fear, as well as high cost and transaction risk significantly influenced technology based banking behavior of urban customers. There was a significant association found among the following variables: income per month and use of cash deposit machines, level of education and mobile banking, level of education and use of cash deposit machines, gender and use of cash deposit machines, occupation and mobile banking, and occupation and use of cash deposit machines. Age group of less than 40 years, who are service holders, students and self employed professionals, were found to be dominant users of top three technologies based banking services. In terms of level of education of respondents prominent user group of technological based banking services were graduate and professional degree holders, with income group of Rs. (41000–60000), Rs. (81, 000–100000) and above 1 lakh rupees income per month. Male and female respondents were found equally inclined towards technology based banking services usage.