Customer acceptance of millennial generation banking services: challenges and prospects

Ashoka, M. L. and Vinay, S. (2017) Customer acceptance of millennial generation banking services: challenges and prospects. International Journal of Advanced Research in Management and Social Sciences, 6 (2). pp. 153-165. ISSN 2278-6236

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Millennial generation bank (digital banking) is different from traditional brick and mortar banking service. Digital banking focus on promoting environmental friendly, ethical and transparent banking. This research paper attempts to evaluate the acceptance of new generation banking products among customer its relationship with that Age, Occupation and Educational Qualification. Statistical Tests are applied for analysing and evaluating the objectives. The results of the study implied that majority of the customers are millennial generation and middle age groups are more motivated towards digital banking products. Senior citizens and women are not actively using the service of digital banking and there is also a relationship between digital banking and demographic characteristics. Therefore, the educational qualification has nothing to do with usage of digital banking products, whereas, more awareness is need to be created among the senior age groups individuals.

Item Type: Article
Uncontrolled Keywords: Millennial, Generation, Banks, Digitalisation, Brick and Mortar, Ethical &Transparent.
Subjects: G Commerce > Commerce
Divisions: Department of > Commerce
Depositing User: MUL SWAPNA user
Date Deposited: 15 Jun 2019 10:02
Last Modified: 15 Jun 2019 10:02

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