A Study On The Challenges Faced By Customers Using Digital Banking Services In West Tripura District

Abstract

The advent of Digital India has spurred significant growth in digital banking services across India, including West Tripura District. This study explores the challenges faced by customers in utilizing these services, aiming to enhance understanding and propose solutions tailored to local needs. Through a structured survey of 385 respondents using convenient sampling, data were gathered on issues ranging from security concerns to technical hurdles and service accessibility. Statistical analyses, including t-tests and ANOVA, were conducted to evaluate differences across gender and age groups in perceptions of these challenges. Key findings reveal common concerns such as data security, technical complexities with digital channels, and inadequate service infrastructure. While most challenges are perceived similarly across genders and age groups, notable differences highlight specific areas for targeted improvement, particularly concerning data security perceptions among female customers and higher confusion levels among older age groups. The study underscores the importance of enhancing security measures, improving digital literacy through educational initiatives, and optimizing service accessibility and customer support to enhance the overall digital banking experience in West Tripura District. These findings provide actionable insights for financial institutions to better align their services with customer expectations and regulatory advancements in the digital banking landscape.