Abstract:
The research is conducted on “DIGITAL DIVIDE IN THE CUSTOMERS OF BANKING SERVICES OF ISLAMABAD”.
Purpose- The main objective of the study is to highlight and identifying the factors those are influencing on the digital divide in the customers of banking services. Moreover those factors are also identified that become the reason of customer retention. Besides identifying factors some recommendations have also been made, which can be useful for all the banks that provide services.
Design/methodology/approach- On the basis of above topic problem statement is made which covers factors like age, education, occupation, income level and comfortiblity with technology usage, I have narrowed down the frame of our research and the focus is made on the above mentioned factors. In the theoretical framework variables are identified which are related to each other. The term variable is an important one in research, as it helps the researcher in making problem clearer. We have identified six variables, independent variables and dependant variables, which play important role in the situation relevant to the problem defined. In hypothesis development portion certain assumptions have been made on which the researcher has applied the statistical test in order to accept them or reject them. This hypothesis has been used in designing the questionnaire.
