Date of Award

14-8-2024

Document Type

Thesis

School

School of Management

Programme

Ph.D.-Doctoral of Philosophy

First Advisor

K.Nigama

Keywords

Omni-Digital Banking Customers, Engagement Behavior, Digital Banking, UTAUT2, Behaviour Intention

Abstract

Digital banking is rapidly growing in India, positioning the country as the global leader in digital banking users as of 2022, with approximately 295.5 million users, surpassing the United States by over 70 million. This growth reflects a shift from Omni-channel to Omni-digital banking, where customers exclusively use digital platforms, enhancing digital engagement. However, research specifically focusing on Omni-digital banking behavior remains limited, with most studies concentrating on online and mobile banking.

To address this gap, a study was conducted using a new research model based on UTAUT2 variables, targeting Omni-digital banking customers in Tamil Nadu. A sample of 1,082 respondents from 21 municipal corporations was surveyed, achieving an 83.23% response rate. The study’s demographic analysis revealed a predominance of male (54%) and middle-aged (26% aged 31-40) respondents, with a significant portion holding graduate or postgraduate degrees.

Data analysis highlighted key preferences and issues, such as dissatisfaction with transaction limits and server problems, alongside a strong reliance on smartphones for banking. Statistical analysis demonstrated that factors like performance expectancy, effort expectancy, and perceived credibility significantly influence behavioral intention, while social influence and personal innovativeness do not. The study also examined the impact of demographic variables on these influencing factors, revealing significant effects of age, education, employment, and income on behavior.

The research provides actionable insights for financial institutions, emphasizing the need to enhance mobile banking functionality, tailor services by income group, and improve transparency and security. Recommendations include optimizing digital platforms for gender inclusivity, targeting educational programs at middle-aged users, and addressing technical issues such as transaction limits and server reliability.

The study also suggests promoting digital inquiry channels, simplifying application procedures, and integrating advanced technologies like blockchain to enhance service quality. Despite challenges like limited responses and scarce literature, this research offers valuable insights into Omni-digital banking behavior. It underscores the importance of broadening the research scope beyond Tamil Nadu and integrating additional theoretical frameworks to drive nationwide policy interventions and improve digital banking engagement.

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