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Title: Looking beyond technology: a study of e-banking channel acceptance by Indian customers

Authors: N. Kamakodi, Basheer Ahmed Khan

Addresses: City Union Bank Ltd, Central Office, 149, TSR Big Street, 612 001 Kumbakonam, Tanjore District, Tamil Nadu, India. ' Professor of Management, Pondicherry University, 605 001, Pondicherry

Abstract: It is almost 15 years since the Indian banking sector was liberalised and paradigm shift happened in the Indian banking services. All banks have either totally implemented |Core banking Systems| or halfway through. A survey result was obtained from 292 respondents about their views on electronic banking channels. The results indicate that the majority of the customers are very comfortable and willing to use e-banking channels. At the same time, over 80% feel that |human contact is necessary|. This throws up a challenge to banks. Technology alone cannot give a sustainable competitive advantage for the banks. When all banks introduce IT in their technology, IT will lose its position as a differentiator. Beyond a point, IT along with |personal touch| will be necessary for the banks to retain the existing clients and attract new clients. Banks have to incorporate this in their IT and operational strategy.

Keywords: banking technology; customer acceptance; e-banking; India; online banking; delivery channels; core banking solutions; information technology; consumer behaviour; branch banking; electronic banking; channel acceptance; ICT.

DOI: 10.1504/IJEBANK.2008.020441

International Journal of Electronic Banking, 2008 Vol.1 No.1, pp.73 - 94

Available online: 24 Sep 2008 *

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