Economic Challenger - - INSURANCE INCLUSION - * A. Theivasak­thi Priya ** Dr. (Mrs.) J.nir­mala *** Dr.c.si­va­mu­ru­gan


Re­search Scholar, e−Mail: theivasak­thipriya@ya­hoo.com. As­so­ciate Pro­fes­sor, Dept. of Eco­nom­ics, Sarah Tucker Col­lege, Tirunelveli, email: nir­mala­john­son15@ya­hoo.co.in, *** As­sis­tant Pro­fes­sor of Eco­nom­ics, Re­search Cen­tre, Adi­ta­nar Col­lege,

Tiruchen­dur., email: mrcsm5678@red­iff­mail.com IN­TRO­DUC­TION

Elec­tronic bank­ing (E−bank­ing) is de­fined as the au­to­mated de­liv­ery of new and tra­di­tional bank­ing prod­ucts and ser­vices di­rectly to cus­tomers through elec­tronic, in­ter­ac­tive com­mu­ni­ca­tion chan­nels. E−bank­ing in­cludes the sys­tems that en­able fi­nan­cial in­sti­tu­tions cus­tomers, in­di­vid­u­als or busi­nesses, to ac­cess ac­counts, trans­act busi­ness, or ob­tain in­for­ma­tion on fi­nan­cial prod­ucts and ser­vices through a pub­lic or pri­vate net­work, in­clud­ing the In­ter­net. Cus­tomers ac­cess e−bank­ing ser­vices us­ing an in­tel­li­gent elec­tronic de­vice, such as a per­sonal com­puter (PC), per­sonal dig­i­tal as­sis­tant ( PDA), au­to­mated teller ma­chine ( ATM), kiosk, or Touch Tone tele­phone. R.K.Up­pal (2011) The banks in In­dia


To­day the fi­nan­cial ser­vices, par­tic­u­larly the bank­ing sec­tor plays a crit­i­cal role in the econ­omy both in the pro­vi­sion of em­ploy­ment and also in for­eign cur­rency in­flow to the econ­omy. The younger the gen­er­a­tion the more they are used to the new tech­no­log­i­cal ad­vance­ments as com­pared to the older gen­er­a­tion, thereby they are more likely to adopt In­ter­net bank­ing. The higher the ed­u­ca­tion level achieved, the greater the prob­a­bil­ity of the cus­tomer adopt­ing In­ter­net bank­ing; The higher the in­come lad­der, that is the more af­flu­ent peo­ple are more likely to pos­sess a per­sonal com­puter, thus more is the ten­dency to use In­ter­net bank­ing. Growth of the In­ter­net, con­sumer com­fort with tech­nol­ogy, and de­mo­graph­ics (younger per­sons in higher in­come groups), com­bined with low−cost PC and In­ter­net bank­ing so­lu­tions, have made ex­pan­sion in­evitable. Banks have trans­formed them­selves and are of­fer­ing ser­vices through in­ter­net. As from com­put­er­i­za­tion to net­work­ing to ATMs and now E−Bank­ing, banks have moved up the value chain. Based on an ex­ten­sive re­view of lit­er­a­ture, the pa­per uses em­pir­i­cal re­search to an­a­lyse ser­vice qual­ity of in­ter­net bank­ing ser­vices pro­vided by banks in Tirunelveli District and level of cus­tomer sat­is­fac­tion in e−bank­ing. This re­search is use­ful for banks in or­der to im­prove elec­tronic ser­vice qual­ity in bank­ing en­vi­ron­ment.

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