Study on Factors Affecting Digital Banking Services in Western Tamil Nadu
C. Nandhini *
Department of Agricultural Rural Management, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
N. Deepa
Department of Agricultural Rural Management, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
A. Rohini
Department of Agricultural Rural Management, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
M. Radha
Department of Agricultural Economics, Agricultural College and Research Institute (TNAU), Madurai-625 104 (Tamil Nadu), India.
*Author to whom correspondence should be addressed.
Abstract
The banking industry serves as the backbone of any country’s modern economy. So, country’s economic development is mainly based on the banking sector growth. The developments in information technology field positively impact the banking sector’s growth. The main aim of this study is to identify the factors that positively influence the customers to use digital banking services. Based on convenient sampling technique, 120 sample respondents were interviewed in the western zone of TamilNadu (Coimbatore, Namakkal). Factor analysis has been applied to identify the factors that influence the customers to use digital banking services. Some of the factors like actual use of digital banking services, attitude, perceived security, perceived price highly influenced the customers to use digital banking services.
Keywords: Digital banking services, influencing factors, factors analysis, descriptive statistics