A STUDY ON THE ISSUES AND FUTURE POTENTIAL OF E-BANKING FROM THE CUSTOMER’S PERSPECTIVE

ABSTRACT: In today’s fast-paced digital transformation era, the banking industry has undergone a major shift from conventional service delivery to electronic banking (e-banking). E-banking serves as an essential platform providing various financial services such as online fund transfers, account management, bill payments, and mobile banking, all designed to enhance customer convenience and improve operational efficiency. Despite these advantages, the adoption of e-banking faces several challenges. Many users experience obstacles like concerns over data security and privacy, limited technical skills, unreliable internet connectivity, frequent transaction issues, and restricted access in rural or less developed regions. Psychological barriers, including fear of online fraud, reluctance to embrace new technology, and a lack of trust in digital banking platforms, also discourage customers from fully utilizing e-banking services. This study aims to explore both the difficulties encountered by e-banking users and the future opportunities presented by digital banking solutions. Employing a mixed-methods approach, the research collects primary data through structured questionnaires distributed to a diverse group of banking customers from various demographic backgrounds. Secondary data is sourced from academic journals, industry analyses, and scholarly publications. Statistical techniques are applied to analyze customer behaviors, satisfaction levels, and usage patterns. The results highlight a notable disparity between the technological advancements of e-banking systems and the actual experiences of users. While growing smartphone adoption and improved digital literacy suggest promising prospects for expansion, persistent challenges continue to limit widespread acceptance. Drawing from these findings, the study recommends that banks and financial institutions focus on strengthening cybersecurity measures, promoting digital literacy through targeted education programs, enhancing digital service accessibility in underserved communities, and designing more intuitive, user-friendly banking interfaces. Ultimately, this research contributes valuable insights into the evolving digital banking environment and provides actionable strategies to close the gap between technological innovation and user adoption. By addressing current obstacles and capitalizing on emerging opportunities, e-banking can evolve into a more inclusive, secure, and efficient platform accessible to all customer segments. Keywords: Electronic Banking, Digital Banking, Customer Satisfaction, Cybersecurity, Digital Literacy, User Adoption, Online Financial Services, Trust in Technology, Rural Banking Access, Banking Technology Challenges, Mobile Banking, Internet Connectivity, Financial Inclusion, User Experience, Technology Acceptance.