Usage based upon reasons: the case of electronic banking services in India

Abstract

Purpose The purpose of this paper is to determine factors influencing customers’ usage of electronic banking (e-banking) services. Design/methodology/approach A survey was conducted to collect information from bank customers regarding their perceptions about e-banking services and their demographics. Multiple regression analysis is used to test the hypothesised relationships. Findings E-banking usage is found to be high for female, more educated, younger, and middle income customers. Among the 11 perceptual variables studied, only six variables, namely: information, performance, self-interest, service quality, satisfaction, and experience are found to be significantly and positively associated with e-banking usage. Practical implications This study identifies factors which may be focussed on by bankers during the formulation of their operations and marketing strategies to provide the best e-banking experience to their customers, enabling bankers to augment bank profitability through the strategic use of technologies. Originality/value Past studies have seldom examined the combined influence of demographics and other factors on e-banking services usage in the context of developing countries. Most of the earlier studies have considered single service or examined the adoption as only a binary variable.