Abstract

This study examines the customer perception of digital banking services in Tirunelveli, highlighting the impact of technological advancements on the banking sector. With the advent of information and communication technology, banks have undergone significant transformations in their service delivery and internal operations. This research explores various aspects of digital banking, including customer awareness, service delivery, and satisfaction levels. The primary data was collected through direct interviews with 375 bank customers in Tirunelveli, using a structured interview schedule. Secondary data were obtained from bank brochures, websites, magazines, and journals. The study utilized a convenience sampling method to select participants. Statistical analysis, including chi-square tests, was employed to determine the significance of various factors such as age, marital status, education, occupation, income, and type of account on customer awareness and satisfaction. Key findings indicate that 78% of respondents are aware of digital banking services, with print media being the predominant source of information (51%). Age, marital status, education, occupation, income, and years of operation significantly influence customer awareness, while gender and type of account do not. Customer satisfaction with digital banking services is high, with 'user-friendly' features and 'safety and security' being the most appreciated attributes. The study suggests that banks should adopt a customer-centric approach, regularly engage with customers to understand their needs, and promote financial literacy to enhance digital banking adoption. Providing self-service opportunities and gathering feedback for continuous improvement are also recommended. The findings emphasize the importance of balancing technological advancements with personalized customer service to meet evolving customer expectations effectively.

Description