Title: A study on migrating non-users to retail internet banking: evidence from India

Authors: V.V. Ravi Kumar; S.K. Bose

Addresses: Department of Marketing, Symbiosis Institute of Business Management, Lavale, Pune – 412115, India ' Department of Management, Birla Institute of Technology, Mesra, Ranchi – 835215, India

Abstract: Internet banking is a service delivery channel which has the power to offer banking services to the customers anywhere on a 24 × 7 365 days basis. At the same time the cost of offering this service for banks is just one-tenth of that of a branch-based service. Internet banking offers a win-win proposition for both the customer and the bank. Yet, in an emerging economy like India, there are a large number of retail bank customers who are yet to start using this cost effective and convenient delivery channel. This paper tries to find out the reasons behind this non-usage and what banks must do to migrate non-users to retail internet banking as studies focusing on them have been few. The study also has utilised extensively the literature available on the subject.

Keywords: internet banking; non-users; non-user migration; retail banks; information security; training; branch-based interaction; BBI; acces; India; online banking; e-banking; electronic banking.

DOI: 10.1504/IJBIS.2016.076874

International Journal of Business Information Systems, 2016 Vol.22 No.3, pp.302 - 315

Received: 03 Nov 2014
Accepted: 17 Dec 2014
Published online: 05 Jun 2016 *

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