Analysing behavioural intentions of Indian consumers towards Digital banking

Abstract

Background: Thanks to the liberalisation, privatisation and globalisation measures initiated by Government of India under
its new economic policy regime, India is witnessing a boom in the global market. This scenario has enhanced the need for
understanding the product adoption behaviour that would enable the marketers to arrive at strategies corresponding to the
target markets socio, economic, political, cultural and competitive setting at the macro level and adopter-centred approach at
the micro level. Adoption is the decision of prospective buyer to become a regular user of the product.
Aims: Indian consumers too have access to many new channels to interact with their bank. Banks race against each other in
bringing the latest technology for the benefit of their customers and themselves. But not many studies have been conduced to
evaluate if “Digital Banking” channel is utilised properly by the customers in India. Reasons for customer apathy towards
Digital banking channel, if that exist, have also not been analysed in an Indian context earlier.

Methodology: An exploratory and descriptive both research designs were used in this research paper which included a field
survey where the researcher went to the population of interest for them to describe and interrupt problem that are typical of
normal conditions, attitudes, beliefs, practices and targets/aims about internet banking usage to establish the status of the
problem under investigation.
Results/Findings: Multiple regression model will test the assumptions required to ensure validity of its significance test. This
will help us check a statistically significant relationship. Other statistical techniques used for analysing the data collected will
also be discussed. In the context the findings of the study, data analyses will be reported.
Conclusions: Most consumers form expectations of the service product, Banking Service provider, service, and quality of the
product that they patronise before engaging in banking activities. These expectations influence their attitudes and intentions
to get facilitated banking services through a certain bank and consequently their decision-making processes, purchasing
behaviour and loyalty as well.