Factors Influencing Customer Awareness on E-Banking Services of Indian Overseas Bank

Abstract

The study inspects the influence of various factors on customer engagement and awareness with regard to e-banking services at IOB. The study selected 400 sample customer’s various parts of Erode district. It employed simple random sampling process to pick samples and descriptive research design to formulate the research. The study is commenced with the motive of assessing demographic profile, promotional efforts of banks to enhance customer awareness on e-banking service and investigate the influence of service accessibility on customer awareness towards e-banking services. Results reveals that factor analysis of twenty-five selected variables identified seven key factors influencing customer awareness; digital marketing and promotions, traditional advertising, customer engagement and support, educational campaigns, instant services, influencer marketing, and referral programs. The study found that mobile banking, user-friendly interfaces, and access to support render main role in boosting customer awareness. These findings make valuable implications to enhance digital strategies and improving customer experiences in e-banking.