A Study on Customers Preference Towards Digital Banking in Modernity

Banking sector is indispensable in our routine life, as it encourages the customers to ameliorate themselves in the digital world. Here the customers include the general public, the Government, Merchandiser and the Entrepreneur which helps them (Customers) to access the digital world instantly. It helps the society to move from traditional banking to digital banking which makes the work a little more attainable. It is observed that the banking sector has thrived into the digital world. This paper concentrates on the innumerable scope in the upcoming digitalized world. The core focus of this study is Customers' perception towards Digital Banking in Modernity. 

Banking sector is indispensable in our routine life, as it encourages the customers to ameliorate themselves in the digital world. Here the customers include the general public, the Government, Merchandiser and the Entrepreneur which helps them (Customers) to access the digital world instantly. It helps the society to move from traditional banking to digital banking which makes the work a little more attainable. It is observed that the banking sector has thrived into the digital world. This paper concentrates on the innumerable scope in the upcoming digitalized world. The core focus of this study is Customers' perception towards Digital Banking in Modernity.

INTRODUCTION
Firstly, to have an effective banking service, the foremost thing is about Financial Service. Financial service covers different sectors like Banking, Investing and Insurance. The sector which we discuss here is Banking. Banking contribution towards the society or Corporation is to provide security to the needed. In the Banking Industry, it has been in the form of E-Banking or Online Banking or Internet Banking, which is now replacing the traditional banking mechanism. E-Banking has a lot of benefits which adds value to enhance customers' satisfaction in terms of better quality of service. Banking is defined as the business activity of accepting and safeguarding money owned by other individuals and entities, and then lending out this money in order to conduct economic activities such as making profit. There are various types of Banking which includes personal banking, corporate banking, digital banking etc.
Digital Banking is a Contemporary approach to access and manage accounts. In other words, it is a Computerized way of providing banking services (the automation of traditional banking services). Digital banking enables a bank's customer to access the banking product or services via electronic or online platform. Customer Perception plays a vital role in digital banking in the present world. The main aspect is to build the Individual's perception of the company/brand. It is also to attract the new customers as well as to retain existing customers.

STATEMENT OF THE PROBLEM
Banking is the heart of Indian Financial Service Sector. Banking sector has reformed tremendously from traditional era to modern era. It is a period where modern banking is nothing but going paperless and ensuring digitalized service to the customers at their convenience 24/7/365 days. Therefore, to understand the customers preference towards Digital Banking is a study has been undertaken. This study also focuses on the various factors influencing Digital Banking, challenges faced by Digital Banking and the various mode of digital payment used by customers.

LITERATURE REVIEW
According to Hitendra Lachhwani, his study aims to find customer preference towards digital banking by customers in Ahmedabad. In today's era it is necessary to find the relation between the use of digital banking and its usage by consumers. On another hand banks are putting continuously effort on developing products based on consumer needs which are friendly and convenient to use.
According to Dr. A. Ansar, all E-Banking covers both computer and telephone banking. These two types of banking involve the usage of passwords. It came into existence due to Innovation in Technology and competition among the existing banking organizations, who displays their banking products and services for easy accessibility to the customers which can be delivered through the internet. The rapid development of E-banking services carries risks as well as benefits. Hence, it is the responsibility of the bankers to recognize, manage and to address banking institutions in cautious and sensible way according to the fundamental characteristics and challenges of E-Banking services.

SCOPE OF THE STUDY
This study is based on customer preference towards digital banking in modernity. This study is based on customers of various banks but not limited to single bank.

RESEARCH METHODOLOGY
The data needed for the study is collected from the various banking customers, through Questionnaire (Google Form). Analysis and Interpretation has been done using the Statistical Tools and Data Presented through Tables, Graphs. The study is based on Survey Method. The aim of the study is to analyze the Customers Preference towards Digital Banking in Modernity. Thus, this study deals with Descriptive Research Method, which are concerned with describing the character of a group.

SOURCE OF DATA 1. Primary data
Primary data is directly collected through banking customers using Questionnaire (Google Form) and Interview with Banking Officials regarding various digital banking facilities provided to the customers.

Secondary data.
Secondary data is collected from various books, journal and banking websites.

LIMITATION OF THE STUDY
1. This study is based on customers of various banks. 2. Major time constraint.
3. The total number of respondents is limited to 50 customers only. 4. Lack of accountability of respondent's response which may be biased.

CONCLUSION
From the above findings and suggestions, we can conclude that majority of the customers are highly satisfied by using digital banking as long as there is convenience and easier transaction. Most of the customers preferred Mobile banking as a mode of Digital Banking than Internet banking, Digital Payment apps and Debit/Credit cards. The reason behind customer preferring Mobile Banking as a convenient mode is due to multiple reasons such as Mobile is a handy device where they can access 24/7/365 days.
Banking sector should also focus on Security threats and provide personalized offerings to the customers to make them much more comfortable and confident in using digital banking in modernity. Customers also felt that these benefits are not only the major factor which influence the customers for using digital banking but also there are other factors which is demotivating the customers for using digital banking like technical issue, security, connectivity and transaction speed. Thus, Bank that provides competitive rates, offers unique services and products satisfies the customers.