AN EVALUATION OF CUSTOMER PERCEPTION TOWARDS ALTERNATE BANKING CHANNEL
Keywords:
Customer perception, Perceived risk, Psychological risk, Time riskAbstract
The main objective of this study is to evaluate the factors which influencing the risk perception of customers while using alternate banking channel. The major findings of this study are, internet banking is having high risk assumed by the majority of the respondents. Based on the risk measurement, financial risk influencing more compared to the other types of risk. Majority of the respondents are assuming that financial risk and psychological risk is more in credit card. Performance risk are more in debit card, time risk, psychological risk, security risk and social risk are huge in internet banking. Financial risk is the mediating factor for determining the perceived risk of the alternate banking customers.
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