IMPACT OF DIGITAL BANKING SERVICES ON THE ONLINE TRANSACTION BEHAVIOUR OF URBAN CONSUMERS IN NAGPUR

Abstract

The rapid pace of digital technologies has shifted the environment of the banking industry radically, inspiring buyers to discard the previous system of the transactions which took place at the border of the bank to the online format. The research project currently in progress is concerned with the impact of the utilization of the digital banking services on the online transaction behaviour of the consumers within the Nagpur city. The paper cogitates about significant digital banking applications such as mobile banking, internet banking, UPI-based payments, and digital wallets and evaluates the influence of such factors as convenience, perceived safety, easy-to-use simplicity, and awareness on online consumption. The study adopted research design is descriptive and analytical research design because it primarily involves primary data collected by a structured questionnaire to the users of the urban banking in Nagpur. The statistical tools proposed to establish the connection between the adoption of digital banking and transaction behaviour are percentage analysis, correlation and regression. It is envisaged that the findings will show that the rate, confidence, and range of online financial transactions will rise substantially as the digital banking services are the more available and accessible to the urban consumers. The growing applicability of the digital banking to the development of the cashless future is also mentioned in the paper, and there are useful lessons that can be learnt by the banks, fintech organizations, and policy-makers to improve its digital presence among customers, in the new urban markets.