Insights into Motivating Internet Users towards Internet Banking

Internet banking has evolved from helping customers meet their basic banking needs to meeting their sophisticated needs. In recent years, the number of internet banking users has been increasing exponentially. As customers get more and more educated, getting insight about internet banking has become a primary area of concern for all leading banks in India. Hence, the study is made to analyse the perception of customers specifically who are computer literate, in a semi-urban area about internet banking. Yet, in an emerging economy like India, there are a large number of bank customers who are yet to start using internet banking. This paper tries to find out the reasons behind this non-usage and what banks must do to attract these non-users to retail internet banking as studies focusing on them have been few. The findings suggest that those who are not using internet banking at present are not motivated towards the benefits of the internet banking but content with the existing system. If banks can address these issues which are identified in this study and motivate the customers, then the number of internet banking users would increase.