An Investigation on Customer Attitude and Perception towards Internet Banking: A Case Study

This study identifies factors responsible for customers’ attitudes and perceptions towards emerging internet banking sector. It also reveals the importance of the key variables relating to customers’ demographic and social inputs. A sample of 156 customers is personally surveyed using a structured questionnaire in various cities of Andhra Pradesh. The data are analyzed using descriptive analysis like chi-square test, cross tabulations, t-test and factor analysis, and the proposed hypotheses are tested. Further the effects of psychometric factors are analyzed and the results are compared with those obtained without psychometric input. Extensive analysis of the data reveals that factors such as customer relationship management, word of mouth and the attitudes of the customers play important roles in increasing the productivity with respect to internet banking. Hypothesis tests also demonstrate that significant difference exists in usage of mobile banking and SMS banking with reference to demographic factors. The quality of the service also influences the customers to choose internet banking as a better alternative.