Demographics and customers’ behavioral intentions in private sector banks

Pages: 1967-1972
Tarannum Mohan (Department of Management, Punjabi University Regional Centre for Information Technology & Management, Mohali, Punjab)

Banking through electronic channels is cost-effective for the banks. It saves the manpower and infrastructure cost. It is also beneficial for the customers as it offers variety of services at the doorsteps without the inference from bank staff. Even though Private banks were the first to introduce technological-enabled services and challenged public sector banks to upgrade. Despite that, only ATM has picked up with the customers while mobile banking and Internet banking are yet to pick up. The customers have either not bought these services or are not using it. Existing literature reflects that security and trust are major roadblocks in its adoption. But there is also a need to examine the demographic parameters of banking customers like age, education, and income to see their intentions to use SSTs. This study examines the demographic profiles and behavioral intentions of the customers in private sector banks. The study reveals that income and education has a significant effect in case of Internet banking.