Customers’ Perception and the Role of Demographic Characteristics in Online Bank Marketing Strategies
T.S. Uma Rani1, Easwaramoorthy Rangaswamy2, N. Panchanatham3

1Dr. T.S. Uma Rani, Senior Lecturer, Amity Global Institute, Singapore.

2Dr. Easwaramoorthy Rangaswamy, Principal & Provost, Amity Global Institute, Singapore.

3Dr. N. Panchanatham, Professor & Head, Department of Business Administration, Annamalai University, Chidambaram (Tamil Nadu), India.

Manuscript received on 07 September 2019 | Revised Manuscript received on 16 September 2019 | Manuscript Published on 26 October 2019 | PP: 383-389 | Volume-8 Issue-11S2 September 2019 | Retrieval Number: K106109811S219/2019©BEIESP | DOI: 10.35940/ijitee.K1061.09811S219

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Abstract: Purpose – the essential purpose of this study is to research the customers’ perception and therefore the role of demographic characteristics in on-line bank promoting methods. It helps the bankers as a parameter to boost the character and closeness of relationship between bank promoting methods and therefore the demographic factors particularly, bank customers’ standing within the family, gender, age, academic qualification, occupation and monthly financial gain. And to predict the character and closeness of relationship between current perception concerning bank promoting methods and their current position concerning paying of housing loan, important stage of documentation, most frequented bank, variety of account with the bank, variety of coping with the bank, the other checking account, bank with most no. of ATM dealingss and frequent usage of on-line banking transaction. Design/methodology/approach – Descriptive study was conducted to search out out the extent of relationship that prevails between demographic characteristics and bank promoting methods. 493 questionnaires were collected supported convenient sampling. This study includes each the first and secondary knowledge. Primary knowledge was through the planned form with direct, open-ended and closed-ended multiple alternative queries containing demographic variables and bank promoting methods. The man of science has framed the form supported varied reviews, personal interview with bank managers. Secondary knowledge of the study were gathered from magazines, journal books, through on-line, banking sources, past researches and reviews Findings – Through multiple correlation analysis, the study reveals that there exist a big relationship between the demographic variables, namely, bank customers standing within the family, gender, age, academic qualification, occupation, monthly financial gain, legal status, religion, current residence, standing of current residence, stick with the family associate degreed bank customers possessing an own house and their perception towards bank promoting methods. and therefore the results showed that there’s a big relationship between client perception towards the bank promoting methods and most often used bank, variety of account within the bank, variety of coping with the bank, most most popular ATM, and frequency of visit to the location. This study is additionally valuable to different investigators for coming study.

Keywords: Bank Marketing Strategies, Customers’ Perception, Demographic Characteristics, Customer Satisfaction.
Scope of the Article: Marketing and Social Sciences