[This article belongs to Volume - 54, Issue - 02]
Gongcheng Kexue Yu Jishu/Advanced Engineering Science
Journal ID : AES-13-12-2022-559

Title : SATISFACTION OF CUSTOMER TOWARD DIGITALISATION OF BANK
Dr.S.Tamizhvani, Dr.M.Annapoorni

Abstract :

INTRODUCTION: Globalization made every industry to go digital without exception. This revolution had a significant impact on the banking and financial services sectors. The banking system has a significant role in a country's financial stability, economic growth, and ability to diversify its sources of investment capital. This development offers customers services like Net banking, mobile banking, and block chain, among others; the development of technology will continue in the future as well. RESEARCH METHODOLOGY: The analysis were based on primary data from 68 digitalised banking service users. Descriptive analysis like mean and percentage were used. Inferential analysis like correlation is used to identify the relationship between the factors of influencing digital banking users' and customer satisfaction. ANALYSIS AND INTERPRETATION: Majority of the respondents are Male, between the age of 20- 30 years who are working under private sector, belonging to income group of Rs.50,000 to Rs.1,00,000. Factors like Accessibility and Relative advantage have positive and significant relationship with customer satisfaction of digitalized users. Digitalised bank need to concentrate more on accessibility without any hindrances in the digital world to attain higher satisfaction of digitalized users and to concentrate more on the relative advantage like cost effectiveness and time saving. CONCLUSION: The study revealed Accessibility and relative advantage has a positive relation with customer satisfaction, thus contributing towards better satisfaction among the digitalized customers. The anywhere anytime facility helped in attracting huge customers towards digitalized banking system. Despite the bank's many security precautions, the risk and threats need to be taken into account as the main disadvantage. To encourage clients to use the digitalized banking services, it must enhance its safety and security procedures.