2025, Vol. 6, Issue 2, Part U
Customer attitude towards digital banking: A comparative study of public and private sector banks in Kerala
Author(s): Pradeesh NM
Abstract: The rapid integration of Information and Communication Technology (ICT) has transformed the Indian banking sector, making Digital Banking a core channel for service delivery in both public and private sector banks. This study examines and compares customer attitudes toward Digital Banking adoption in selected public and private sector scheduled commercial banks in Kerala. Drawing on the Technology Acceptance Model (TAM) and its extensions, the study analyzes eleven key determinants of adoption, including perceived usefulness, perceived ease of use, trust, perceived security, technological self-efficacy, customer awareness, accessibility, system reliability, terminology clarity, response time, and perceived innovativeness. Primary data collected from retail banking customers were analyzed using Discriminant Analysis to identify sectoral differences in adoption behavior. The results reveal a statistically significant difference in Digital Banking adoption between public and private sector banks, with perceived security, perceived usefulness, and trust emerging as the most influential discriminating factors. The high canonical correlation and low Wilks’ Lambda confirm the strong discriminatory power of the model. The findings highlight the critical role of security and trust in shaping customer attitudes and provide valuable insights for banks and policymakers to enhance Digital Banking adoption through targeted strategies, improved system reliability, and customer-centric digital initiatives.
DOI: 10.22271/27084515.2025.v6.i2u.929
Pages: 1927-1933 | Views: 58 | Downloads: 24
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How to cite this article:
Pradeesh NM. Customer attitude towards digital banking: A comparative study of public and private sector banks in Kerala. Asian J Manage Commerce 2025;6(2):1927-1933. DOI: 10.22271/27084515.2025.v6.i2u.929
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