Open AccessStudy on Factors Affecting Digital Banking Services in Western Tamil Nadu
Author(s) -
C. Nandhini,
N. Deepa,
A. Rohini,
M. Radha
Publication year - 2021
Publication title -
asian journal of agricultural extension, economics and sociology
Language(s) - English
Resource type - Journals
ISSN - 2320-7027
DOI - 10.9734/ajaees/2021/v39i1030702
Subject(s) - tamil , business , banking industry , financial services , marketing , sample (material) , retail banking , information technology , commerce , financial system , finance , computer science , philosophy , linguistics , chemistry , chromatography , operating system
The banking industry serves as the backbone of any country’s modern economy. So, country’s economic development is mainly based on the banking sector growth. The developments in information technology field positively impact the banking sector’s growth. The main aim of this study is to identify the factors that positively influence the customers to use digital banking services. Based on convenient sampling technique, 120 sample respondents were interviewed in the western zone of TamilNadu (Coimbatore, Namakkal). Factor analysis has been applied to identify the factors that influence the customers to use digital banking services. Some of the factors like actual use of digital banking services, attitude, perceived security, perceived price highly influenced the customers to use digital banking services.