Role of Digitalization on Customer Perception in Banking Sector: A Case Study of Western Uttar Pradesh

Author: Gupta, Achintya Kumar

Abstract:
With the advent of technology, especially digitalization, the world has witnessed a rapid growth and development in several sectors. In the present scenario, the banking sector is among the engrossed sector for the perseverance and advancement through digitalization. This sector provides financial assistance and thereby help in capital formation. Therefore, it has become crucial to administer its service delivery and customer perception towards the banking products. Bearing this in mind, the study has generated two main objectives, i.e. to find the factors that influence the perceptions of customers towards banking services and to investigate the role of digitalization on the customers perception of the banking services. The hypothesis formulated to investigate the relationship between digitalization and customers perception towards the banking services. The undertaken study is empirical in nature. The study is conducted on the banking sector customers of the western Uttar Pradesh. The sample size of the study was 400 and the final sample was after removing the outliers were 360. A set of self-structured questionnaire was used as a research instrument for the measurement of potential responses. The finding of the study stated that the null hypothesis of the study, i.e. there is no significant impact of digitalization on the customers perception towards the banking services is partially rejected. It means that there is a significant relationship of digitalization on the customers perception towards the banking services, such as convenience, transparency and time saving (p<.05) is rejected. Thus, digitalization brings more convenience, transparency and time saving. Moreover, it can be said that with the increase in digitalization, customers are concerned about the security of their banking products and services.

Keywords:Digitalization, Banking Services, Customer Perception

DOI:

International Journal of Trade & Commerce (Vol: 11 Issue:1)