Understanding the Customer’s Attitude Towards Acceptance and Usage of Online Banking Services Using Utaut Model

Ambigai, R and Shenoy, Sandeep S and Rao, Guru Prasad and Shetty, Khyati (2017) Understanding the Customer’s Attitude Towards Acceptance and Usage of Online Banking Services Using Utaut Model. International Journal of Economic Research, 14 (14). pp. 465-478. ISSN 0972-9380

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Abstract

Banking is the backbone of any economy when it comes to growth. Banks have taken initiatives on an innovative idea of offering their facilities on a digital platform. Post demonetization, online banking services have become a fundamental need for both banks and customers. Banks, as well as the Government, are joining hands to make India a ‘Digital Economy.’ It is a transformation focusing from “Nice to have” to “Need to have.” In the year 2003, a team of researchers (Venkatesh, Morris, Davis, & Davis, 2003.) created a Unified model called UTAUT (Unified Theory of Acceptance and Use of Technology) to test the acceptance and usage of technology among the users by unifying eight other previous models. Post-Demonetization, every citizen of India is asked to engage in a digital transaction. The objective of the study is to understand the customer attitude towards online banking using the UTAUT model. Researchers collected the data using both primary and secondary. Required suggestions were offered based on the significant findings. Also, the study helps the bankers to understand and facilitate their customer in a better way.

Item Type: Article
Uncontrolled Keywords: Digitalization, Online Banking, Post Demonetization, UTAUT
Subjects: Departments at MU > Commerce
Depositing User: MIM User
Date Deposited: 23 Nov 2017 06:54
Last Modified: 21 Dec 2017 09:56
URI: http://eprints.manipal.edu/id/eprint/150055

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