A STUDY ON THE ACCEPTANCE OF DIFFERENT FORMS OF ELECTRONIC BANKING IN INDIA: CHALLENGES AND OPPORTUNITIES

Over the past couple of years, the Indian Banking System has shown great resilience with the developing economy of the nation. The banking industry has not only grown in number but has also shown a tremendous development in the technological front. The banking industry has given lot of options to the customers to use banking services with the help of technology. This research paper focuses on the types of electronic banking media; the past, the present and the hopeful future of the banking system. This paper focuses on the levels of acceptance of electronic banking media among the customers and also focuses on the reasons of differing levels of acceptance. This research paper also tries to define the challenges faced by the banking system in the growth of acceptance level by the customers towards electronic banking and the opportunities which can be banked on in the form of marketing strategies that help the acceptance of electronic banking media for the faster and better services. The challenges and opportunities in the electronic banking sector are judged upon the various sources of information available and an attempt is made to show the probable future trend in the acceptance of electronic banking media by the society at large.