A Study on Consumer Perception towards Service Quality of Public Banking Section in Rayalaseema Region

Abstract

Banking is a highly information-intensive activity that relies heavily on information technology (IT) to acquire, process, and deliver information to all relevant customers. Banks used Internet technology as a strategic weapon to revolutionize the way they operate, deliver, and compete against each other. As a result, E-Banking was introduced as a channel where bank customers could perform their financial transactions electronically via their banks’ Web sites. In this study, an analysis of the differences in risk perceptions between bank customers using E-Banking and those not using E-Banking was done and it showed that risk perceptions in terms of financial, psychological, and safety risks among customers not using the internet were more meaningful than those using EBanking. Customers not preferring to use E-Banking thought that they would be swindled when using this service, and therefore, are particularly careful about high-risk expectations during money transfers from and between accounts. In the present paper, efforts have been made to study the satisfaction level of the customers as well as the perception of the customers towards E-Banking services rendered by the public sector banks in the Rayalaseema district of Andhra Pradesh.