Factors Influencing Customers’ Insights on Digital Banking: An Empirical Study

In this liberal global economy, technology has substituted all the aspects of the conventional and established style of life, and the banking field is no special case for this dynamic phenomenon. In India, digital banking is expanding at an expeditious pace propelled by marketing master plans assumed by many commercial banks. Traditional and customary banking can never be subverted despite aggressive responses to digital banking. The prime objective of this study and article is to brief the digital banking customer’s perspective on “whether digital banking is a supplement or substitution to the traditional way of banking?” The theoretical framework comprises the factors that affect digital banking: they are Service quality, Customers persuasion, demographic variables, and Existing technology, respectively. The population of this project is from Karaikal, Tamil Nadu, India, and was studied using systematic random sampling. The statistical values are obtained using Correlation, Regression analysis, and One Way ANOVA. The proposed study evaluates various factors impacting digital banking and suggests a few steps to take digital banking one step ahead.