E-Banking : An Empirical Study of the Factors Affecting Young Customer’s E-Satisfaction in India

E-Banking is an innovative exercise evolving at an exceptionally fast rate and has turned into a marvellous experience offering convenience, flexibility, and interactivity to consumers. Indian banking sector has witnessed rapid transformation over the past fifty years. The banks in India have started to adopt many creative strategies towards improved customer services with an objective to offer services as quickly as possible with more value addition using rapidly evolving digital space. This paper aims to examine factors that favourably impact youth customer’s' perception towards E-Banking. The technology acceptance model and the theory of reasoned action were utilized to develop conceptual models in this study. Three main components, -i.e., perceived usefulness, perceived ease of work, and subjective norms, were studied. Data were collected from 434 youth customers by utilizing the stratified testing techniques. The findings of the study showed that ATM'-s, internet banking and mobile banking applications are often utilized by certain bank customers who give importance to security, privacy of data and confidentiality of their banking transactions. To sum up, this study will prove helpful in developing precise market positioning techniques for banks to adjust to changing customer expectations