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CUSTOMER PREFERENCE & PERCEPTION TOWARDS DIGITAL BANKING

The banking sector has been rising over decades as an exceptionally sparkling and dynamic part of Indian economy. The use of internet and mobile apps for banking has changed the outlook of banking activities. Digital banking is the transformation or digitisation of the traditional banking into technology driven banking. This has increased the efficiency and has created positive impact on customer's preference and perception. This digital banking also supports the current government's dream of cash-less economy. On this behalf, the focus of current study is to investigate the major factors that influence implementation of digital banking and also to analyse customer's perception towards banking. It is a descriptive study which has been conducted in Moradabad. The result of the study shows that customised services of banks, 24*7 banking concept and mobile apps have influenced the preference and perception of customers towards digital banking.