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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66517
Volume:
10 |
8 |
Aug 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Malla Reddy Engineering College and Management Sciences, Medchal, Hyderabad
Associate Professor Dept of MBA,
Malla Reddy Engineering College and Management Sciences, Medchal, Hyderabad
Internet banking has become an integral part of modern banking by enabling customers to access financial services conveniently through digital platforms. The increasing use of internet-enabled devices, improved digital infrastructure, and growing customer preference for online transactions have accelerated the adoption of internet banking in India. This study examines the impact of internet banking on customer retention with reference to ICICI Bank. A descriptive research design was adopted using both primary and secondary data. Primary data were collected from 100 ICICI Bank customers through a structured questionnaire, while secondary data were obtained from books, journals, banking reports, and published literature. The findings indicate that convenience, security, service quality, reliability, trust, and customer satisfaction are the major factors influencing customer retention. Overall, customers expressed positive perceptions of ICICI Bank's internet banking services. The study recommends continuous technological innovation, enhanced cybersecurity measures, and customer-focused digital services to strengthen customer loyalty and ensure long-term customer retention.
KEYWORDS
Internet banking has become a vital component of modern banking and plays a significant role in retaining customers. The present study concludes that ICICI Bank's internet banking services positively influence customer retention by providing convenient, reliable, secure, and efficient banking solutions. The findings reveal that customer satisfaction, trust, convenience, security, and service quality are the major determinants of long-term customer loyalty. Continuous improvements in digital banking infrastructure and customer-centric service strategies will further strengthen customer confidence and retention. Therefore, internet banking serves not only as a technological innovation but also as an effective strategic tool for sustaining long-term customer relationships and competitive advantage.
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Publication Date
8/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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