Article
A Study on Customer Perception Towards Branchless Banking at HDFC Bank
Branchless banking has emerged as a transformative paradigm in the Indian financial services landscape, enabling banks to extend services beyond physical branches through mobile banking, internet banking, ATMs, business correspondents, and digital payment platforms. HDFC Bank, India’s largest private sector bank, has pioneered branchless banking innovations including PayZapp, SmartBUY, and the HDFC Bank Mobile Banking App. This paper investigates customer perception towards branchless banking services offered by HDFC Bank, focusing on adoption drivers, satisfaction levels, perceived ease of use, trust, and barriers to digital banking utilization. Primary data was collected through structured questionnaires administered to 120 HDFC Bank customers in Hyderabad, Telangana. Secondary data was drawn from HDFC Bank annual reports, RBI digital payment statistics, and academic literature. The Technology Acceptance Model (TAM) framework guides the analytical approach. Findings indicate that 74.2% of respondents are satisfied with HDFC Bank’s branchless services, with convenience and 24/7 availability as primary adoption motivators. Security concerns and digital literacy gaps remain the leading barriers. Recommendations include enhanced cybersecurity communication, digital literacy programs, and seamless omnichannel integration to strengthen customer confidence in branchless banking
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