Unveiling the Digital Frontier: A Comparative Examination of E-Banking Offerings in India's Public and Private Banks

The financial markets have changed drastically. As a result of financial sector reforms, the banking industry has been seriously shaken. The banks have cast off their traditional roles have been innovating, improving and creating new types of services to meet growing demands their existing and new customers 'needs. In recent years, it has undergone major changes such as the incorporation of E-banking. E-banking offers and sends financial products or services by electronic means. The study is based on primary data collection and used this data to do a comparative study on the private sector and public sector banks. The objective of the study is to assess customer awareness of e-banking services by public and private banks, examine the association between bank types and service performance, and understand the overall customer perception of e-banking service quality by public and private sector banks. The analysis is done based on the demographic details of the participants to understand the versatility in people’s choice. These choices are directly based on the different e-banking services provided by these banking sector. The significant association between the types of banks and the level of performance of different e-banking services like internet banking, mobile banking, ATM services using chi-square test. Then graphical representation of the analysis is also represented. The findings of the study suggests that most customers choose a bank for E-banking services due to their traditional bank account and efficient customer service. Most respondents use E-banking services like internet banking, mobile banking, and ATM services, and are satisfied with their respective banks' services. The study found that customers' choices are significantly influenced by the bank type therefore both private and public sector, may need to adjust their e-banking services or marketing strategies based on customer preferences, which could influence resource allocation, service enhancements, and customer engagement strategies within the banking institution. Thereby concluding that public and private sector banks are equally considered technologically advanced.