Customer Acceptance and Perception of Digital Banking Services in Emerging Urban Markets A Study of Bagalkot
Keywords:
Digital Banking, Customer Acceptance, Technology Adoption, Emerging Urban Markets, Financial Inclusion, BagalkotAbstract
This study examines customer acceptance and perception of digital banking services in Bagalkot, an emerging urban market in Karnataka, India. Employing an extended Technology Acceptance Model framework, the research analyzes data from 400 bank customers across public and private sector institutions. The findings indicate that perceived usefulness, perceived ease of use, trust in technology, and security perceptions significantly influence digital banking acceptance. Notably, demographic factors including age, education, and income moderate the relationship between technology perceptions and adoption behavior. Private sector bank customers exhibit higher acceptance levels compared to public sector bank customers, though this gap narrows among younger demographics. The study contributes to understanding digital banking adoption dynamics in tier-2 Indian cities and offers implications for financial inclusion policy and bank marketing strategies.
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