A STUDY ON THE AWARENESS OF THE ELECTRONIC BANKING SERVICES IN PRIVATE SECTOR BANKS IN DIFFERENT DISTRICTS OF KARNATAKA

Abstract

1.1 Background of the study In recent years, the banking sector has witnessed a significant shift towards electronic banking services due to technological advancements and changing consumer preferences. Electronic banking, which includes internet banking, mobile banking, and ATM services, offers convenience, accessibility, and efficiency to customers (Rajasulochana, 2022). Private sector banks in India, particularly in Karnataka, have been at the forefront of adopting and promoting electronic banking services. However, the extent of awareness and utilization of these services among customers in different districts of Karnataka remains a topic worthy of investigation. 1.2 Research aim and objectives The aim of this study is to assess the awareness levels of electronic banking services among customers of private sector banks in various districts of Karnataka. To achieve this aim, the following objectives will be pursued: • To evaluate the level of awareness among customers regarding different electronic banking services offered by private sector banks. • To identify the factors influencing the adoption of electronic banking services by customers. • To analyze the extent of utilization of electronic banking services among customers in different districts of Karnataka. • To explore the challenges and barriers faced by customers in accessing and utilizing electronic banking services. 1.3 Rationale of the study The rationale behind this study stems from the growing significance of electronic banking services in the banking sector and the need to understand the awareness levels and adoption patterns among customers (Baligatti, 2020). Private sector banks have invested heavily in promoting electronic banking services, but there is a gap in knowledge regarding their effectiveness in reaching and engaging customers, particularly in diverse geographical regions such as different districts of Karnataka. By investigating the awareness levels, factors influencing adoption, and challenges faced by customers, this study aims to provide valuable insights for private sector banks to enhance their electronic banking offerings and improve customer satisfaction. 1.4 Significance of the study The significance of this study lies in its potential contributions to both academia and the banking industry. From an academic perspective, the findings of this study will add to the existing body of knowledge on electronic banking services, particularly in the context of private sector banks and regional variations within Karnataka (Shaji and Mathews, 2020). It will provide researchers with valuable data for further analysis and exploration of related topics.