V.V. Devi Prasad Kotni
The basic aim of this empirical research study is to examine the determining factors of consumer patronage in choosing an online banking outlet. This empirical research efforts to recognize those factors associated with the bank shortlisting process of online customers. The determining factors related to pre-usage, during-usage and after-usage stages of online banking are shortlisted out from interviews and observations in the study area. The online baking customers’ expectations towards these determining factors are chronicled on a five-point likert-scale through an organized questionnaire from a derived sample of 600 online banking consumers Visakhapatnam city in India. These determinants are assessed by adopting and executing multivariate analytical tool i.e., factor analysis to govern most persuading factors related to electronic-banking selection, thereby advises the online banking outlets to think on implementing the most-weighty determinants acknowledged in this study.