• Vikram G B

The Indian banking industry has experienced a paradigm shift driven by financial inclusion, digital transformation, and rising customer expectations. This research explores the perception of customers toward banking services in India, analysing both traditional and digital banking channels. The study aims to identify key determinants of customer satisfaction, trust, service quality, and adoption behaviour using data from an assumed survey of 200 respondents conducted between January and June 2017. Employing descriptive and correlation analysis, the paper examines how demographic variables such as age, income, and education influence perception and usage patterns. The findings reveal that traditional banking continues to score higher on reliability, security, and personalized interaction, while digital banking is perceived as superior in convenience, accessibility, and time efficiency. Younger and educated customers exhibit a stronger inclination toward digital platforms, whereas older respondents prefer branch-based services for personal trust and assurance. A significant positive correlation (r = 0.71, p < 0.01) between trust and satisfaction underscores the importance of credibility in shaping perception and loyalty. The study concludes that customer perception in India remains positive yet transitional, as users balance emotional confidence in traditional systems with growing acceptance of digital innovations. The research emphasizes the need for a hybrid banking model that integrates technological efficiency with human-centric service to strengthen trust, satisfaction, and long-term customer relationships.

Customer Perception, Banking Services, Service Quality, Trust, Digital Banking, Customer Satisfaction, India, Adoption Behaviour

"PERCEPTION OF PEOPLE TOWARDS BANKING SERVICES IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 2, page no.513-521, February-2018, Available :http://www.jetir.org/papers/JETIR1802372.pdf

"PERCEPTION OF PEOPLE TOWARDS BANKING SERVICES IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 2, page no. pp513-521, February-2018, Available at : http://www.jetir.org/papers/JETIR1802372.pdf