Customer awareness on electronic banking in Thanjavur town — An empirical study

Electronic banking is slowly coming of India in India. The various governments at the Centre and State level have been strategizing towards achieving total financial inclusion for the citizens of our country. Herein, the banks have to play a major role in facilitating this massive exercise for the mutual benefit of the individual and the country. The Indian financial system, and the banking system, in particular, is inherently very strong. It is this innate strength that has enabled India to steer clear of the global financial woes and trouble, in the short as well as in the long term. The Indian banks with their wide array of products have brought the Indian customer very close to the electronic mode of banking. Even rural banks have gone in for this revolutionary strategy in a big way. This research paper attempts to study and understand the level of customer awareness of electronic banking with specific reference to the Thanjavur town. This paper is the outcome of a qualitative exploratory research study which covered 770 respondents, after initial screening. The respondents who were bank customers, patronizing one or more banks, were surveyed and the findings of the study have been highlighted.