ROLE OF DIGITAL BANKING IN ENHANCING ACCESS, CONVENIENCE, AND ONLINE BANKING BEHAVIOR: A NAGPUR CITY STUDY

Abstract

The pace of development of digital banking has transformed the experience of communicating with the financial institution that offers people unprecedented access to it, convenience, and a personal approach. In this research, the author will deal with the effects of online banking, about digital banking and its role in the accessibility, convenience and online banking of urban citizens of Nagpur city. The research design applied was descriptive research whereby the data collected through structured questions were carried out over 350 respondents who are users of digital banking services and fall within different age groups, occupation and income groups. Some of the best dimensions that have been explored in the current study are the dimension of ease in accessing an account, the ease of conducting transactions, degree of satisfaction among users and the frequency with which the individual uses online banking services. The use of statistics, descriptive statistics, correlation and regression were used to analyze the relationship between the digital banking adoption and customer behavior. Findings show that online banking does prove to be a better alternative to avail the banking services and it has the potential to introduce convenience thereby having a positive influence on online banking behavior adoption. The study further reveals that the key critical factors in the usage of digital banking in Nagpur are technologic literacy, perceived trust and quality of service. There are certain practical implications of the study on the financial institutions and banks that are interested in maximizing the digital platforms, resurgence of customer engagement, and financial inclusion in the urban Indian markets.