CONSUMERS’ ADOPTION OF DIGITAL BANKING SERVICES: AN EMPIRICAL ANALYSIS

Abstract

Today, almost all the banks of the country are offering digital solutions enabling consumers to undertake banking transactions with ease and convenience.This paper examines the factors influencing consumers’ adoption of digital banking services. The study examines consumers’ level of awareness of digital solutions offered by their bankers, rate of adoption, challenges faced and satisfaction towards the banker based on the digital experience. The impact of factors influencing the adoption of digital banking services on the rate of adoption is measured in order to arrive at meaningful conclusions. A sample of 100 respondents was taken from Coimbatore city and a validated questionnaire was distributed for the purpose of data collection. Descriptive statistics and regression analyses were conducted to analyze the responses and test the hypotheses. The results indicate the extent of impact of independent variables on consumer adoption. The study provides insights to the bankers in fine-tuning their digital service strategy in order to reduce the challenges and increase the level of consumer adoption.