A Study on Customer Preference towards Digital Banking: A Study of customers at Ahmedabad

Abstract

The study aims to find customer preference towards digital banking by customers in Ahmedabad. In today's era it is necessary to find the relation between the use of digital banking and its usage by consumers. As the future of banking is digital so it is necessary to study about same. On another hand banks are putting continuously effort on developing products based on consumer needs which are friendly and convenient to use. Various papers were examined to understand how people have accepted digital banking as part of life in various countries. Where on the other side where the world is shifting to new era it is necessary to study on the topic to analyze and understand while growing what are the barriers, problem been faced by the consumers and based on such factors study was conducted. Descriptive study was conducted on research which shows customer preference towards Digital banking. The research intends to know what the effect of Digital banking is and which factor has major influence on the customer, so "what" and "which" are being answered in the research making it the research of 6Ws. The study includes both Qualitative and Quantitative approach to find out the impact of customer preference towards Digital Banking. Questionnaire was used as our data collection tool. From the questionnaire it was analysed that majority of respondents have ranked transfer of funds and payments as main reason behind using digital banking services. The statistical tools Chi-Square and correlation tests were performed to analyze the relationship between digital banking services and consumer demographic variable. Sample of 101 respondents was collected to study the factors. Association was found between occupation and balance enquire, also between age and online shopping. Although positive correlation was found between overall digital banking services satisfaction and services variables but the correlation was not very high.