ANALYZING CUSTOMER ATTITUDES TOWARDS ONLINE BANKING AND ITS IMPACT ON BANK CUSTOMER RELATIONSHIP MANAGEMENT

Abstract

The study specifically aims to: (1) identify and analyze customer engagement strategies used by public and private banks online, (2) assess urban customers’ attitudes toward banking technology innovations, and (3) evaluate how these strategies and attitudes influence long-term relationships between customers and banks. Conducted in the Kolkata metropolitan area, this exploratory study uses a primary survey to explore customer attitudes toward technology adoption. The analysis includes factor and regression analyses to examine customer preferences and their implications for maintaining sustained bank relationships.