An Exploratory Study on the Factors Affecting Customer Perception towards Website Usefulness of Indian Banks

Abstract

Banking industry is advancing rapidly across the globe. With Banking industry is advancing rapidly across the globe. With 
technology affecting all spheres of life, banking industry too has not 
been left behind.  Today, majority of the banks are offering Internet 
banking features and services to their customers that are banking features and services to their customers that are 
standardized in nature. To become successful in providing a rich 
customer experience, the banks need to understand which aspects 
of internet banking influence the customer behavior.  The objective 
of the paper is to study the perception of the customers towards of the paper is to study the perception of the customers towards 
website usefulness which can be defined as a combination of website usefulness which can be defined as a combination of 
' The 'Functionality' and 'Usability' attributes of the banks' websites. The 
study was undertaken on 150 users who avail e-banking services in
Delhi-NCR.  The data was analyzed using Factor Analysis, ANOVA 
and Levene's t-test.  Three factors namely 'Navigation', 'Content' 
and 'Response' were identified which influence the customer and 'Response' were identified which influence the customer 
perception towards Website Usefulness. The influence of perception towards Website Usefulness. The influence of 
 demographic parameters like age, gender and occupation on these 
factors was also studied. It was found that age influences the factors was also studied. It was found that age influences the 
Navigation factor only; gender does not influence the website's Navigation factor only; gender does not influence the website's 
usefulness while occupation influences all the three factors. The usefulness while occupation influences all the three factors. The 
banks can use these research findings and incorporate the factors banks can use these research findings and incorporate the factors 
on their websites which would result in higher levels of customer on their websites which would result in higher levels of customer 
satisfaction