INFLUENCE OF DEMOGRAPHIC VARIABLES ON CUSTOMER SATISFACTION ON E-BANKING IN PUBLIC SECTOR BANKS

Abstract

The aim of our research is to examine the position of chosen demographic factors on measure of service quality of Internet banking, customer value, satisfaction and trust. The advent of financial liberalization-led technology and increased competition are forcing significant shift in the way Indian banks work and offer services to their customers. In order to make sure functional quality and better customer loyalty, banks are increasingly moving into an era of great technology banking. It takes money and time to engage in the usage of technology to provide banking services then it becomes critical to examine whether technological advances actually improve the extent of customer satisfaction. This study sought to examine the influence of demographic factors on different determinants of customer fulfilment in the Indian banking industry and their connotation with the perception of service quality, value of service and overall performance in electronic banking. The customer survey (N= 290) of Indian public sector banks like Canara Bank, Punjab National Bank, and Indian Overseas Bank in Thiruvananthapuram district, Kerala, India, acquired the necessary data. The research findings showed that increased education and higher earning clients who are using Internet banking for much of their financial requirements and who have been using it for extended periods of time appear to have much more positive views and perceptions towards Internet banking services. Gender and age were merely based on the perceptions of customers of the efficiency, value,
satisfaction and loyalty component of internet banking service.