Alternative Banking Channels and Customer Satisfaction: Analysis of Axis Bank Customers at Mehsana City

Abstract

In Banking Industry, the Internet Banking is a new era which explores
the new horizons of success and development to facilitate and for
the betterment of society and open the door of development for
banking industry to enhance businesses operations. Due to an
increasingly competitive, saturated and dynamic business
environment, retail banks in many countries have adopted customer driven philosophies to address the rapid and changing needs of them
customers. Many banks have adopted alternative banking channels
such as ATM, POS Terminals, Mobile Banking, Internet Banking, Telebanking, Card Banking- Credit Cards, Debit Cards, EFT, RTGS, MICR
clearing etc. Present study has explored the factors of satisfaction
towards Axis Bank Alternative Channels. Researchers have collected
responses from 200 Axis Bank customers of Mehsana City. This
study explored three factors such as Benefits, Security and
Usefulness. The study also found the effect of demographic
variables on these factors.