An Analysis of the Connection Between Interest Levels and Demographic Variables Among Internet Banking Customers

An Analysis of the Connection Between Interest Levels and Demographic Variables Among Internet Banking Customers

Abhishek Bhattacharjee,

Assistant Professor, Army Institute of Management Kolkata

ABSTRACT

As internet banking continues to transform the banking industry, understanding the factors that influence customers' interest levels is essential for banks aiming to improve their online services and boost customer satisfaction. This study explores the connection between customers' interest levels in internet banking and demographic variables, including age, gender, income, and education level. A mixed-method approach, utilizing both quantitative surveys and qualitative interviews, was used to collect data from a diverse group of internet banking customers. The statistical analysis revealed significant correlations between interest levels and demographic variables, providing insight into the varied preferences and behaviors of different customer segments. Furthermore, qualitative findings offer deeper understanding of the motivations behind customers' interest in internet banking. The study discusses the implications of these findings for banks seeking to customize their online banking services to better meet the needs of diverse customer groups, emphasizing the importance of personalized marketing strategies and user-friendly interface design to enhance customer engagement and satisfaction in the digital banking era.

Keywords: Internet banking, IT framework, Banking system.