MEASUREING ONLINE BANKING USAGE INTENTION AMONG THE STATE BANK OF INDIA(SBI) CUSTOMERS: A SEM APPROACH WITH SPECIAL REFERENCE TO CHENNAI

Raghavendran Venkatesan, Dr. Porkodi Subramaniam, Dr. N. Premavathy

Abstract


The cut throat competition and increasing expectation of customers had resulted in increased awareness on information technology among the commercial banks in India. The Internet has emerged as one of the major distribution channels of banking products and services. Today, many banks are internet only banks. State Bank of India, as of December 2013, it had assets of US$388 billion and 17,000 branches, including 190 foreign offices, making it the largest banking and financial services company in India by assets. And it is fully computerised in 2010 itself. Therefore, through this research, researcher would like to shed light on the level of acceptance of internet banking usage intention in SBI online banking. State Bank of India at Chennai district has been chosen for the purpose of study. Anticipating moderate response rate 50% percentage of branches was proportionately taken from each region. After consultation with Experts the researcher took 700 samples for the study purpose. The sampling method used in the study was Stratified Random Sampling. Based on the previous research studies 19 constructs were selected for this study and hypotheses were framed. The research through Structural Equation Modeling (SEM) using AMOS software was inferred that all the measured variables are highly influenced with the latent variable of successful operation for analysing the usage of Online banking in SBI at Chennai and also have positive relationship with the significance at 1 percent and 5 percent level.

KEYWORDS: Online Banking, Usage level, Customers, SEM

 


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ISSN : 2251-1563