Thinking of How to Inspire Individuals to Use Smart Banking: Application of Big Data in the Banking Sector

The paper utilizes a quantitative approach that is rooted in big data in the banking sector to identify the determinants that influence the decision of individuals toward online savings deposit decision-making. Accordingly, the dataset of 224,419 rows, equivalent to 52,400 consumers employed in the study. The research findings indicate that online savings deposits are dependent upon the duration of service engagement; those who have recently engaged in the service exhibit greater interest in online savings deposits. Clients with long-term deposits are likely to show interest in online savings deposits. Customers exhibit significant interest in deposit interest rates. Online savings deposits attract customers with higher deposit amounts and more assets. Nevertheless, clients with substantial deposit amounts, including wealthy clients such as Private and Premier Elite customers, typically refrain from utilizing online deposit services. Conversely, both regular and loyal clients exhibit a greater interest in online deposits. It is noteworthy that female clients have a greater preference for online deposit services compared to their male counterparts. The results indicate that younger clients are more inclined to select online savings deposits for deposit services compared to older customers.