Customers Demographics Influence on Usage of Retail Banking Channels

Abstract

The study presents the usage of retail banking influenced by customers’ demographics of selected Public Sector Banks (PSBs) of India. The study was based on primary data collected through structured questionnaire. The simple random sampling technique used for data collection for sample size 692. The study finds that public sector banks need to understand the usage pattern of an individual customer using delivery channel to add greater value to customers. Respondent age groups influence ATMs usage. Internet banking is majorly influenced by the customers’ demographics. Respondents’ age group and qualification influence mobile banking. Branch lobby kiosk is not influenced by any demographics. The identification of most influential demographic variable will help to build strong and effective cross-selling and up-selling of financial products and services. Our study was limited to the customers of PSBs of India. This study may be helpful to PSBs for enhancing effective usage of delivery channels.