Selection of appropriate electronic banking channel alternative : Critical analysis using analytical hierarchy process

Purpose – The purpose of this paper is to examine the important criteria responsible for the adoption of different electronic banking channel (EBC) alternatives in Indian perspective. It also evaluates the intensity of the various criteria, namely demographics, technological factors, service components and intention to use in determining the overall priorities of EBC. Design/methodology/approach – Data were collected from 110 respondents using pairwise comparison-based survey instrument. The collective data was analyzed using analytical hierarchy process and priorities of different EBC were computed. Findings – ATM was found out to be the most preferred EBC alternative, followed by internet banking (IB) and mobile banking. Awareness, self-efficacy, ease of use, usefulness and security were the criteria responsible for making ATM, the most preferred channel. Practical implications – This paper imparts a better understanding of customers’ preferences among different EBC alternatives. It also explores the relationship between different criteria and sub-criteria based on the data collected from both the parties involved in electronic banking, i.e. customers and bankers. This research would be helpful to guide the strategy maker of electronic banking, so that penetration rate may improve in India. This would also give an idea which factor should be given more emphases, while offering new electronic banking services. Considering same method, further detailed research on specific EBC is required. Similarly, studies of different demographic area may consider for robustness of concept. Originality/value – In the past research work, many researchers talked about the specific EBC and now it is needed to find the gap between all channels selection attitude, considering same parameters. Through pairwise comparison, priorities of different criteria and sub-criteria have been evaluated. This also leads to the selection of most preferred EBC. The results would also be useful in enhancing the customer base, thus reducing the barriers in the adoption of IB and mobile banking.