Main Article Content
Abstract
Banking has undergone a radical change since the introduction of self-service technology. The banks prefer alternative delivery channels as it provides them competitive advantage by reaching out to large number of customers. Besides this delivery of services to customers through technology gives banks cost advantage. As banks introduce new ways of reaching out to the customer, it becomes imperative to know which channels are clicking with the customer. This paper presents a comparative study of banking channels i.e., Branch Banking, ATM, Mobile banking, Internet banking. Two public sector banks and as many as private sector banks are taken for the study. Customers are selected using stratified branch intercept technique. The study finds that a majority of customers prefer branch banking and ATM while Internet and mobile banking came next on priority list. Private sector bank customers prefer Internet banking. This study would help banks in formulating banking strategies based on customers banking channel preference.