Title: Enhancing customer base and productivity through e-delivery channels – study of banks in India

Authors: Justin Paul; Ruchi Trehan

Addresses: Nagoya University of Commerce and Business, 1-20-1, Nishiki, Naka-ku, Nagoya City, Aichi, Japan. ' Apeejay College of Fine Arts, Mahavir Marg, Jalandhar 144001, Punjab, India

Abstract: The process of globalisation has affected each and every aspect of life where technology has become the predecessor of this dynamic change. There is certainly a high level of importance attached to technology. In the new millennium with the rapidly changing economic scene owing to emergence of e-commerce facilitated by the growth and expansion of internet and information technology, banking scenario and financial activity everywhere is changing rapidly. The main objective of the present study is to analyse the impact of technology on bank customers using e-delivery channels. This paper takes into account all the technological initiatives by banks as part of their channel diversification strategy. Further, we describe the extent to which these developments have taken place in the banking industry with special reference to India. The results show that public sector banks have the least average increase of customers as compared to other bank groups. The employee, branch and total productivity index has shown an increase in all bank groups, but on the other hand financial productivity index has shown a decline in new private sector bank groups. On the basis of analysis, an effort has been made to foresee the future of e-delivery channels in banks.

Keywords: e-delivery channels; productivity; bank performance; customer base; India; banking sector; e-banking; electronic banking; electronic delivery; channel diversification; service delivery.

DOI: 10.1504/IJEMR.2011.043045

International Journal of Electronic Marketing and Retailing, 2011 Vol.4 No.2/3, pp.151 - 164

Received: 12 May 2010
Accepted: 16 May 2011

Published online: 21 Oct 2014 *

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