IMPACT OF CUSTOMER SATISFACTION TOWARDS E-BANKING PRACTICES WITH SPECIAL REFERENCE TO CHENNAI DISTRICT

Abstract

            The banking scenario in India in the post liberalization and deregulated environment has witnessed sweeping changes. The tremendous advances in technology and the aggressive infusion of information technology had brought in a paradigm shift in banking operations. For the banks, technology has emerged as a strategic resource for achieving higher efficiency, control of operations, productivity and profitability. For customers, it is the realization of their ‘Anywhere, Anytime, Anyway’ banking dream and satisfactory level of customers highly impact on e-banking practices. The banking institutions cannot think of introducing a financial product without information technology support like customer service, transactions, remittances, audit, marketing, pricing or any other activity in the banks. Information Technology plays an important role not only to complete the activity with high efficiency but also has the potential to innovate and meet the future requirements that may increase the more usage of e-banks. In the above backdrop it becomes imperative to dwell on the evolution of Information Technology in banks before embarking on the various aspects of e-banking. This study helps to analyse the impact of customer satisfaction towards the e-banking practices.

Keywords: E-Banking, Customer satisfaction, Information Technology, E-commerce