• M. Vijayasekaram

Global consumer behavior has changed due to the rapid digitization of the banking industry, best illustrated by the rise of e-banking, or e-banking. Understanding customer attitudes towards digital banking, especially for banks like SBI, is extremely important in India, which is a key driver of this shift. The aim of this research is to untangle the tangled web of customer attitudes and behaviors towards SBI's e-banking services. Structured questionnaires in conjunction with quantitative research techniques will be used to analyze various aspects of customer interaction with digital banking. This research will examine the following aspects of SBI's e-banking platforms: perceived benefits, frequency of use, satisfaction levels, awareness levels and risks. It also looks at the variables that influence how customers use digital banking services and how perceived benefits, risks and customer behavior interact. SBI and other banking organizations will greatly benefit from the insights gained from this research. Customized digital banking products can be developed to improve customer satisfaction and experience by understanding the changing demands and expectations of consumers. In addition, based on the findings of the study, measures aimed at improving customer engagement tactics will be supported, which will facilitate strategic decision-making. Simply put, this research contributes to the growing body of knowledge about consumer behavior and electronic banking. Using SBI as the focal point of the investigation, it presents a comprehensive picture of Indian consumer attitudes towards digital banking services. Using insights and empirical data, the field of digital banking is moving towards a more customer-centric strategy.

E-banking, Electronic Banking, digital banking, online banking, Consumer perception.

"A Study on Customer Perception towards Digital Banking in India with Reference to SBI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.3, Issue 8, page no.659-670, August-2016, Available :http://www.jetir.org/papers/JETIR1701D48.pdf

"A Study on Customer Perception towards Digital Banking in India with Reference to SBI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.3, Issue 8, page no. pp659-670, August-2016, Available at : http://www.jetir.org/papers/JETIR1701D48.pdf