A study on analysing customer attitudes towards online banking and its impact on bank customer relationship management
Author(s): Neelanjan Mitra, Dr. Nidhi Singh and Dr. Anirban Hazra
Abstract: The evolution of technology has significantly transformed banking systems worldwide, shifting from traditional methods to embrace innovations such as ATMs, core banking, and e-banking. With the fast-paced urban lifestyle, customers find it challenging to visit physical banks for their transactions, thus gravitating toward e-banking and mobile apps, especially among the tech-savvy youth. While these advancements offer opportunities for business expansion, they also present challenges in maintaining service quality and operational efficiency. To navigate the competitive landscape, both public and private banks focus on market strategies to retain existing customers and tap into new markets. Offering value to customers through innovative retention policies like loyalty bonuses and cashback incentives for online purchases has become a common practice. This study aims to examine these customer engagement strategies employed by public and private banks online. It seeks to understand urban customers' attitudes towards these innovations and their impact on fostering long-term relationships with banks. Conducted in the Kolkata metropolitan area, this exploratory study involves a primary survey to analyze customer attitudes toward technology adoption. The findings reveal a diversity of attitudes among customers and shed light on their expectations from the banking industry. The analysis includes factor analysis and regression analysis to delve into customer preferences and their implications for maintaining sustained relationships with banks.
Neelanjan Mitra, Dr. Nidhi Singh, Dr. Anirban Hazra. A study on analysing customer attitudes towards online banking and its impact on bank customer relationship management. Int J Adv Acad Stud 2024;6(4):91-99. DOI: 10.33545/27068919.2024.v6.i4a.1150
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