A study on migrating non-users to retail Internet banking: evidence from IndiaYear: 2016

Authors: V.V. Ravi Kumar; S.K. Bose
Journal: International Journal of Business Information Systems
Publication date: 2016
Publisher: Inderscience Publishers
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Internet banking is a service delivery channel which has the power to offer banking services to the customers anywhere on a 24 × 7 365 days basis. At the same time the cost of offering this service for banks is just one-tenth of that of a branch-based service. Internet banking offers a win-win proposition for both the customer and the bank. Yet, in an emerging economy like India, there are a large number of retail bank customers who are yet to start using this cost effective and convenient delivery channel. This paper tries to find out the reasons behind this non-usage and what banks must do to migrate non-users to retail internet banking as studies focusing on them have been few. The study also has utilised extensively the literature available on the subject.