Modeling the Adoption of Basic E-Banking Services in Urban and Semi-Urban Regions in India

Surekha Invalli, Raghurama A and Chandramma M

The IUP Journal of Bank Management, 2011, vol. X, issue 3, 98-114

Abstract: Banking sector has witnessed a rapid shift in terms of distribution of services by employing automated, self-service modes built on ATM, card, Internet and mobile phone based platforms. The goal of banks in India is to promote and build up these alternate modes of delivery through new off-site ATM installations, sharing of networks, free access, offers and discounts and bundling of services. While a time-conscious, convenience-oriented city customer looks forward to these services, the urban and semi-urban customer is exposed to only a few of the above marketed benefits. This study was conducted to develop an understanding of adoption of e-banking services among the consumers in urban and semi-urban regions. The analyses revealed the influence of demographic variables, experience with computer technologies and medium of information as predictors of channel adoption. Depending upon banking behavior, four segments of consumers were identified with the help of factor analysis. Logistic regression was used to analyze the significance of different levels of socio-techno-demographic variables and behavioral factors on the propensity to adopt ATM and Internet banking at an individual level.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:icf:icfjbm:v:10:y:2011:i:3:p:98-114

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