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Marketing of Internet Banking Services in Indian Banking Industry

Rs. 2,500.00



Introduction:
Customer satisfaction is the key to market e-banking services. So, banks need to target the unique needs of customers to succeed in providing e-banking services. In this research, an analysis of customer lifecycle demographics has been carried out to enable banks to determine the type of customers worth targeting. The factors that enable e-banking has been determined and scrutinized for adoption. These factors should be promoted by banks. The factors that disable e-banking has also been determined and scrutinized. The effect of these factors should be neutralized by banks. Moreover in future, banks should be looking to convert these factors into competitive advantage. Primary data has been collected from 175 respondents to analyze lifecycle demographics, e-banking enabling and disabling factors. The analysis of data has been done by examining distribution of responses based on frequencies, KMO and Bartlett's test, factor analysis and by employing correlation matrix. It comes out from the research that banks should focus on more qualified, in service, high income earning, young men and women. They should focus on and promote Bank Administrative, Usage Advantage and Independency as enabling factors. They should also neutralize the effect of Reliability, Server Hamper and Personal Memorizing as disabling factors.

Internet banking is changing the banking industry, having the major effects on banking relationships. Banking is now no longer confined to the branches were one has to approach the branch in person, to withdraw cash or deposit a cheque or request a statement of accounts. In true Internet banking, any inquiry or transaction is processed online without any reference to the branch (anywhere banking) at any time. Providing Internet banking is increasingly becoming a "need to have" than a "nice to have" service. The net banking, thus, now is more of a norm rather than an exception in many developed countries due to the fact that it is the cheapest way of providing banking services.

Internet banking enables customers to save time, take control of their personal finances and even help the environment by opting to receive electronic statements. According to Javelin Strategy & Research, 61 million households regularly use Internet banking today, and 82 million online banking households are expected by 2012. For Internet banking users, online banking services are the third most important driver of financial institution selection, falling just behind rates/fees and customer service. These days, itís not good enough to simply offer online banking services, however. To maintain existing customers and attract new ones, financial institutions need to keep their offerings up to date with the latest features.

Number of Pages of Project Report: 68
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
1.1 OBJECTIVES OF THE STUDY
CHAPTER 2: LITERATURE REVIEW
CHAPTER 3: THEORETICAL FRAMEWORK
3.1 MEANING OF INTERNET BANKING:
3.2 FUNCTIONS OF INTERNET BANKING
3.3 BENEFITS OF INTERNET BANKING
3.4 DRAWBACKS OF INTERNET BANKING
3.5 IMPACT OF INTERNET BANKING ON TRADITIONAL SERVICES
CHAPTER 4: RESEARCH METHODOLOGY
CHAPTER 5: DATA ANALYSIS
FINDINGS
RECOMMENDATIONS
CONCLUSION
BIBLIOGRAPHY AND REFERENCES
QUESTIONNAIRE


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