ACCOUNT HOLDERS’ SATISFACTION TOWARDS DIGITAL BANKING SERVICES AT KALLAKURICHI DISTRICT

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ACCOUNT HOLDERS’ SATISFACTION TOWARDS
DIGITAL BANKING SERVICES AT KALLAKURICHI
DISTRICT
Mr. A. KARTHICKEYAN
II.M.Com
PG & Research Department of Commerce
Dr. R. K. Shanmugam College of Arts and Science
Indili, Kallakurichi
Dr. T. ARUL
HOD & Assistant Professor of Commerce
Dr. R. K. Shanmugam College of Arts and Science
Indili, Kallakurichi
Dr. R. ANANDARAMAN
Assistant Professor & Research Supervisor
PG & Research Department of Commerce
Dr. R. K. Shanmugam College of Arts and Science
Indili, Kallakurichi.
ABSTRACT
The digital banking services is emerging concept promote
customer welfare of banking sector in India. This paper aims to
account holder’s satisfaction towards digital banking services at
Kallakurichi district. The study used to both primary and
secondary data. The digital banking services such as ATM-
automated teller machine, personal computer banking, phone
banking and mobile banking etc. This article is highlighted on
account holder’s satisfaction towards digital banking at
Kallakurichi.
Key Words: Account, Banking, Digital, Customers, Services
Introduction

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The banking industry is plays a vital role in the everyday
life of modern society in world wide. From its inception,
innovation is not new to the global banking system, evolving
from the utilization of coins, bank notes, ATMs lending system.
Likewise, technology and innovation in the banking sector have
transformed from time to time. Disruptive innovation,
digitalizations are new technology is transforming traditional
business models and processes. Banking sector modify their
business strategies to change how they interact with customers,
handle middle and banking operations to be competitive, prepared
for the future. New banking and financial payment methods have
emerged due to the widespread adoption of the internet and
mobile devices worldwide. Digital banking was established as a
cutting-edge, practical, and effective method of financial
transactions. There are numerous types of digital banking
available right now, including mobile wallets, online banking,
internet banking, and electronic banking, balance inquiries,
transferring funds, and payment. When the economic crisis rose
caused by the global COVID-19 pandemic, digital banking
became an enabler in facilitating the business transaction. The
digital ecosystem linked banks to entrepreneurs, suppliers,
employees, and new markets. Governments attempt to promptly
and effectively dispense assistance to those in need.
Simultaneously, digital banking allows for social distancing and
helps foster financial inclusion in remote or impoverished places
where financial institutions are not physically present.
Review of Literature
Bhavna Sharma (2022) has pointed that digital
banking: a need of time banks play an important role in the
financial system of an economy by facilitating the creation and
maintenance of a robust payment system to meet the requirements
of government and general public. The modernization of banking
sector, after the introduction of IT & Technology has benefited
both customers and banks. The banking now is not just limited to

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the physical transactions in banks but has made its way into hand
held devices. The ongoing COVID-19 pandemic has made the
need for digital banking greater than ever.
Paramasivan. C (2019), Digital financial inclusion
involves the deployment of the cost-saving digital means to reach
currently financially excluded and underserved populations with a
range of formal financial services suited to their needs that are
responsibly delivered at a cost affordable to customers and
sustainable for providers. DFI involves many intermediates
intuitions, banks, NGO’s and public.
Pappu Rajan A (2018) has noted that a project entitled
that Digital Banking Services: Customer Perspective, Digital
Banking is a generic term for development of banking services
and delivering products through electronic channels, such as the
Automated Teller Machines, the telephone, the internet, the
mobile phone. Customers are still waiting for new fastest banking
services but India is developing in Technology enabled banking
service in a revolutionary transformation that will bring many
new features, including anytime, anywhere, ultra-fast response
times in banking transaction.
Manivannan (2017) has observed that author stated in
this study on usage of digital Banking and the customer centric
banking. They are Internet, wireless gadgets, ATM's, Mobile
payment wallets and different digital applications. These offices
are broadly given by all the banking organizations. The study
concluded industry looking preferences a customer centric
banking industry. Digital transformation and strategy in the
banking sector evaluating the acceptance rate of electronic
banking services. Digital banking plays an important role in the
financial system of an economy by facilitating to customers.
Paramasivan. C (2011) Information technology plays a key
role in the modern world which meets the day-to-day activities of the
human beings directly or indirectly associated. Commercial activities
particularly banking and financial sectors may not function without

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proper information technology. With rapid development in the
Information Technology Commercial and financial sectors performed
will and could reach to nook and corner of the world. Commercial
banks and Information Technology are inseparable and interrelated
segment which provides immense services to the customers and make
them satisfied.
Objectives of the study
 To know the customer satisfaction of digital
banking services,
 To study the problems and prospects of digital
banking services.
 To study the benefit of the digital banking services,
 To analyse the users’ opinion about digital banking.
Research Design
The research article is descriptive in research. The
research has also used questionnaire method to collect the
primary from account holders in the study area.
Sampling Method
The research paper is adopted convenience sampling
technique was used the population being large and project time is
limited, hence, it was decided to choose this particular technique.
Primary Data
The researcher has used questionnaire method in order to
collect the primary data. The questionnaire is given to
respondents and they are requested to collected data.
Secondary Data
Secondary data is collected through various books,
journals, magazines, newspaper, related web site etc.
The below table no.1 shows that profile of the
respondents, it shows that gender of the respondents, 69
percentages of the respondents are male and remaining 31
percentages of the respondents are female.
It is analyzed that age of the respondents 19 percentages
of the respondents are belongs to the age group of below 18 years,
40 percentages of the respondents belongs to age group of 18-25

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years, 25 percentages of the respondents are belongs to of 26-40
years, 16 percentages of the respondents are belongs to the age
group of 40 and above.
It is inferred that marital status of the respondents, 43
percentages of the respondents are married and remaining 57
percentages of the respondents are unmarried.
It is exhibited that educational qualification of the
respondents 15% of the respondents are completed below higher
secondary, 38 percentages of the respondents are finished under-
Graduates, 16 percentages of the respondents are post-graduate.
Table 1 – Profile of the Respondents
Profile Variable
Responde
nts
Percenta
ge
Gender Male 55 69
Female 25 31
Total 80 100
Age
Below 18 years 15 19
18 to 25 years 32 40
26 to 40 years 20 25
Above 40 years 13 16
Total 80 100
Marital Status Married 34 43
Unmarried 46 57
Total 80 100
Education
Qualification
+2 and below 12 15
Under-
Graduation
30 38
Post-Graduation 13 16
Professional 14 17
Others 11 14
Total 80 100
Occupation Student 29 36

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Employee 20 25
Businessman 15 19
Housewife 11 14
Others 04 06
Total 80 100
Monthly Income
Less than
Rs.10,000
17 21
Rs.10,000 -
20,000
28 35
Rs.30,000 -
40,000
19 24
More than
Rs.40,000
16 20
Total 80 100
Residence Urban 45 56
Rural 35 44
Total 80 100
Family Size Joint Family 31 39
Nuclear Family 49 61
Total 80 100
(Sources: Primary Data)
It is reveals that 36% of the respondents are students, 25%
of the respondents are employees, 19% of the respondents are
businessman, 14% of the respondents are housewife and 6% of
the respondents are others.
It is inferred that monthly income of the respondents 21
percentage of the respondents have monthly income less than
Rs.10000 and 35 percentage of the respondents have monthly
income Rs.10,000- Rs 20000 and 24 percentage of the
respondents have monthly income Rs.30,000- Rs.40,000 and 20
percentage of the respondents have monthly income more than
Rs.40,000.

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Table 2 – Bank Wise
Name of the Bank Respondents Percentage
State Bank of India 17 21
Indian Overseas Bank 06 8
Indian Bank 08 10
ICICI Bank 04 5
Axis Bank 07 9
Canara Bank 11 14
Karur Vysya Bank 13 16
City Union Bank 09 11
HDFC Bank 05 6
Total 80 100
(Sources: Primary Data)
Table no. 2 shows that bank wise respondents 21
percentage of the respondents have account in State Bank of
India,16 percentage of the respondents have account in Karur
Vysya bank, 14 percentage of the respondents account in Canara
bank, 11 percentage of the respondents have account in City
Union bank, 10 percentage of the respondents have account in
Indian bank, percentage of the respondents have account in Axis
Bank, 8 percentage of the respondents have account in Indian
Overseas bank, 6 percentage of the respondents have account in
HDFC bank and remaining 5 percentage of the respondents have
account in respondents are having an account in ICICI bank.
Table 3 – Types of Digital Banking
Variables Respondents Percentage
Google Pay 25 31
Phone Pay 22 28
Paytm 19 24
Amazon Pay 09 11
Others 05 06

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Total 80 100
(Source: Primary Data)
Table no. 3 it shows that 31 percentage of the respondents
are using google pay for the digital banking, 28 percentage of the
are using the phone pay for the digital banking, 24 percentage of
the are using the Paytm for the digital banking, 11 percentage of
the using the amazon pay for the digital banking and 6 percentage
of the using the other apps for the digital banking.
Table No. 4 – Level of Factors in Digital Banking
Level of Satisfaction HS S N DS HDS Total
Fast & Secure
30 25 15 10 - 80
38 31 19 12 - 100%
Performance of Internet
Banking
28 26 16 10 - 80
35 33 20 12 - 100%
Better than Cash
25 20 19 16 - 80
31 25 24 20 - 100%
Save Time & Money
35 26 15 4 - 80
44 32 19 5 - 100%
Overall Satisfaction
40 19 14 7 - 80
50 24 17 9 - 100%
(Source: Primary Data) Note: HS- Highly satisfied, S- Satisfied,
NO- No opinion, DS- Dissatisfied, HDS- Highly Dissatisfied.
Table no. 4 shows that the opinion on the level of factors
in digital banking, it reveals that 38 percentage of the respondents
opinion that fast & secure are highly satisfied, 35 percentage of
the respondents said that performance of internet banking are
highly satisfied, 20 percentage of the respondents opinion that
better than cash are dissatisfied, 32 percentage of the respondents
opinion that save time & money are satisfied, 17 percentage of the
respondents opinion that overall Satisfaction are no opinion.
Suggestions
Now days, a number of complaints are received from the
digital users, issuing of scams in digital banking services.

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Numbers of fraudulent activities are performed by fraudsters
through digital mode.
While performing the digital payment transactions, the
money gets immediately debited from the remitter's account. But
it takes several days to credit into the receiver's account, which
makes a time delay and creating stress to both of the peoples.
There are network related issues, while performing the
digital transactions. Therefore, it is suggested that the same issues
can be changed by the officials concerned.
When sending money to a digital bank it is very difficult
to get return the money that other peoples have mistakenly sent to
the savings bank.
Digital banking is slow processing of financial
transactions from one to another bank. Banking sector should be
arranging advance software adopted in world wide range.
Conclusion
Digital banking is one faster transaction of money through
electronic device adopted number of software in banking
technology. Financial technology based ATMs, debit and credit
card, RTGS, NEFT and e-banking services. Digital banking is
reduces the paperless transaction with save economic cost and
safe money of the customers. Banking institutions must be
arrange the digital oriented grievance cell complaint received
from customers and immediately take action of personal. Digital
baking is empower of customer welfare can easily transaction of
fund from inland to foreign exchange currency. Digital banking is
highlighted own purpose of paying online purchasing, payment of
bills and fees etc. Digital banking services is dissatisfied of
private sector bank poor network, collection of huge services
charge and unfortunately fraudulent of transaction.
References
1. Bhavna Sharma (2022). Digital Banking: A Need of Time,
International Journal of Advance and Applied Research
(IJAAR), Vol.9, No: 3, pp1-9.

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