FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS ONLINE BANKING IN INDIA
Keywords:
Online Banking, Customer Satisfaction, perceived security and privacy, perceived ease of use, Perceived usefulnessAbstract
In recent years, with the continuous progress of technology and the Increasing competition in finance industry, the strength of e-banking marketing directly relates to the quantity and quality of a bank's individual customer base in the future. At present, the scale of online banking users in India is still expanding year by year. However, with the rise of other payment methods, the Development speed of online banking users is slowing down. Therefore, how to The guarantee competitive advantage is very important for banks, and customer’s satisfaction is an important condition that affects Banks' competitiveness. Based on the background, this paper investigates the customer satisfaction of Indian online banks, collects relevant data through the questionnaire, and analyzes the factors affecting customer satisfaction. Finally, it concludes that the customer satisfaction of India online banks is affected by the factors of safety and privacy, ease of use and usefulness, and puts forward some suggestions.
