BALANCING ACT: CYBER SECURITY MEASURES AND CUSTOMER BEHAVIOR IN ONLINE BANKING
DOI:
https://doi.org/10.29121/shodhkosh.v5.i3.2024.5202Keywords:
Cyber Security, Online Banking, Customer Behaviour, Behavioural IntentionAbstract [English]
The rapid expansion of internet access has fundamentally transformed the provision of banking services, particularly in emerging economies like India. As financial institutions increasingly adopt online banking platforms, the convenience and efficiency offered to customers have grown significantly. However, this shift has also been accompanied by a notable rise in cybercrime, which poses substantial challenges to customer trust and the overall adoption of online banking services. This paper investigates the impact of cyber security on the behavioural intentions of customers towards online banking, aiming to identify the factors that influence customer perceptions and behaviours in this context (Agarwal et al., 2009)
Despite the growth in internet banking adoption, concerns regarding cyber security remain a significant barrier, leading to hesitancy among potential users (Kesharwani & Bisht, 2012). The study aims to analyse the relationship between various factors—such as awareness, trust, perceived risk, and convenience—and customer intentions to utilize online banking services. By examining these relationships, the research seeks to propose a model that enhances understanding of how cyber security perceptions influence customer behaviour (Hanafizadeh et al., 2014).
This study is expected to provide priceless insight for financial institutions, enabling them to address customer concerns effectively and implement strategies that cultivate trust and assurance in online banking (Bashir & Madhavaiah, 2015). Furthermore, the research will explore the role of technological advancements and regulatory frameworks in shaping customer perceptions and behaviours. By emphasizing the importance of proactive communication regarding security measures, banks can enhance customer engagement and mitigate fears surrounding online transactions (Ajzen, 1991; Zhou, 2011).
Finally, this research aims to add to the broader dialogue on the intersection of cyber security and consumer behaviour, highlighting the critical importance of safeguarding customer interests in the digital banking landscape. As the financial sector continues to evolve, understanding and addressing the implications of cyber security will be essential for fostering a secure and user-friendly online banking environment (Kesharwani & Tripathy, 2012; Varaprasad et al., 2013).
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