Study on the Factors affecting Customer Perception towards Website Usefulness of Indian Banks

Banking industry is advancing rapidly across the globe. With technology affecting all spheres of life, banking industry too has not been left behind. Today, majority of the banks are offering Internet banking features and services to their customers that are standardized in nature. To become successful in providing a rich customer experience, the banks need to understand which aspects of internet banking influence the customer behavior. The objective of the paper is to study the perception of the customers towards website usefulness which can be defined as a combination of ‘Functionality’ and ‘Usability’ attributes of the banks’ websites. The study was undertaken on 150 users who avail e-banking services in Delhi-NCR. The data was analyzed using Factor Analysis, ANOVA and Levene’s t-test. Three factors namely ‘Navigation’, ‘Content’ and ‘Response’ were identified which influence the customer perception towards Website Usefulness. The influence of demographic parameters like age, gender and occupation on these factors was also studied. It was found that age influences the Navigation factor only; gender does not influence the website’s usefulness while occupation influences all the three factors. The banks can use these research findings and incorporate the factors on their websites which would result in higher levels of customer satisfaction