Digital Habit: Customer Awareness and usage of Selected Commercial Banks

K Vishnupriya; G Ravindran

doi:10.34293/commerce.v13i4.9375

K Vishnupriya Research Scholar in Commerce, Chikkanna Government Arts College, Tiruppur
G Ravindran Associate Professor, Department of Commerce, Government Arts College (Autonomous), Coimbatore

DOI: https://doi.org/10.34293/commerce.v13i4.9375

Keywords: Digital habits in banking, mobile via banking, digital payment, ATM awareness campaigns

Abstract

This study examines customer awareness and usage of digital banking services by Commercial Banks in Tiruppur city. The rise of the Internet and the usage of smartphones among people has gradually increased the penetration of digital habits in the banking sector and has become the most essential one in recent years. Commercial banks are now known for their phenomenal services through digital platforms to fulfil customer needs by changing their physical banking to digitally driven banking. This study analysed the research gap between awareness and current usage of digital banking habits. Five major commercial banks were selected for the study, and primary data were collected from 125 respondents through a questionnaire using a descriptive research method. The collected data were analysed using statistical tools such as simple percentage and chi-square to determine the relationship between demographic profile and the use of digital banking. The results reveal that respondents are highly aware of essential services such as ATM, digital payments, mobile banking, and online services, whereas some services such as online enquiries and fund transfers are unfamiliar among the respondents. Additionally, gender and marital status have a significant impact on the usage and adoption of digital banking habits, although other demographic profiles have no impact on the usage of digital banking habits. This research underscores the necessity of knowing the awareness of banking adoption and digital usage among users. To boost the usage of digital habits, banks will upgrade security and promote awareness campaigns to encourage digitalisation in the financial sector. This study also prefers future researchers to explore the usage of digital banking in rural areas compared to urban areas, specify the major problems of accessing digital services, and determine the impact of banks’ awareness of accessing digital services to make unexamined areas in the digital habit of the banking sector.