IMPACT OF TECHNOLOGY ON CUSTOMER PREFERENCES IN BANKING: A CASE STUDY OF UNION BANK OF INDIA

Purpose This project report delves into the customer preferences towards banking services provided by Union Bank of India in Guntur. Recognizing the competitive landscape of the banking sector, this study aims to uncover the key factors that influence customer satisfaction and preferences, thereby offering insights for enhancing service delivery. To achieve this, we surveyed 150 customers of Union Bank of India in Guntur, gathering data on various aspects such as demographics, infrastructure, security, technology, and customer service. The analysis was performed using SPSS software, incorporating a range of statistical tests including Cronbach's alpha for reliability, multiple regression analysis, descriptive statistics, and correlation tests. Design/Methodology/Approach: This research adopts a mixed-methods approach, combining quantitative and qualitative data. Quantitative data will be collected via surveys and financial performance analyses of blue economy organizations, while qualitative data will be obtained through interviews with key stakeholders, such as investors, policymakers, and industry experts. This dual approach aims to provide a holistic understanding of sustainable investment behaviors. Findings: The findings reveal that technology, infrastructure, security, and customer service significantly impact customer preferences. Specifically, technological integration in banking services emerged as the most influential factor, highlighting the growing importance of digital solutions in customer satisfaction. Originality/Value: Additionally, infrastructure and security were found to play critical roles in shaping customer preferences, underscoring the need for robust and secure banking environments. Customer service quality also demonstrated a notable influence, affirming the importance of personalized and efficient service in retaining and attracting customers Research Limitations/Implications: This report not only provides a comprehensive analysis of the factors affecting customer preferences but also offers actionable recommendations for Union Bank of India to enhance their service offerings. By prioritizing technological advancements, improving infrastructure, ensuring security, and maintaining high standards of customer service, the bank can better meet the evolving needs of its customers in Guntur. Practical Implications: The insights derived from this study are invaluable for banking professionals, policymakers, and researchers aiming to understand and improve customer satisfaction in the banking sector. This report contributes to the existing body of knowledge and serves as a practical guide for optimizing banking services to align with customer expectations. Social Implications: The evolution of banking services from traditional banking to the digital era has been marked by several key milestones that have fundamentally transformed the industry. Traditionally, banking services were primarily conducted through physical branches, where customers engaged in face-to-face interactions for tasks such as deposits, withdrawals, and loan applications. The introduction of ATMs in the 1960s revolutionized access to cash, providing customers with convenience and flexibility. Keywords: Digital Banking, Mobile Banking, Online Transactions, Fintech Integration, Customer Experience (CX), Personalization