Parikalpana - KIIT Journal of Management 60 61 for future research. Journal of marketing, 49(4), 41-50. Ramayah, T., Jantan, M., Roslin, R. M., & Siron, R. (2003). Technology readiness of owners/managers of SME’s. Int J Knowl Culture Change Manage, 3, 475-486. Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal. Rogers, E. M. (1995). Difusion of Innovations: modifcations of a model for telecommunications. In Die difusion von innovationen in der telekommunikation (pp. 25-38). Springer, Berlin, Heidelberg. Rust, and Kannan, (2002). E-service: New directions in theory and practice. ME Sharpe. Sahay, Seth, N., Deshmukh, S. G., & Vrat, P. (2006). A conceptual model for quality of service in the supply chain. International Journal of Physical Distribution & Logistics Management. Taylor, S. A., Celuch, K., & Goodwin, S. (2002). Technology readiness in the e-insurance industry: an exploratory investigation and development of an agent technology e-consumption model. Journal of Insurance Issues, 142-165. Teo, T. S., & Pok, S. H. (2003). Adoption of WAP-enabled mobile phones among Internet users. Omega, 31(6), 483-498. Tsikriktsis, N. (2004). A technology readiness-based taxonomy of customers: A replication and extension. Journal of service research, 7(1), 42-52. Williams, C. (1998). Is the SERVQUAL model an appropriate management tool for measuring service delivery quality in the UK leisure industry?. Managing leisure, 3(2), 98-110. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822. Yen, H. R. (2005). An attribute-based model of quality satisfaction for internet self-service technology. The Service Industries Journal, 25(5), 641-659. Yi, Y., Tung, L. L., & Wu, Z. (2003). Incorporating technology readiness (TR) into TAM: are individual traits important to understand technology acceptance?. Yui, B. H., Jim, W. T., Chen, M., Hsu, J. M., Liu, C. Y., & Lee, T. T. (2012). Evaluation of computerized physician order entry system—a satisfaction survey in Taiwan. Journal of medical systems, 36(6), 3817-3824. Demographic Factors, Level of Awareness and Banking Service as Intervening Factor: A Study of SBI in Cuttack City, Odisha Aditya Prasad Sahoo PhD. Research Scholar, KSOM, KIIT University adityasahoo007@gmail.com DOI: 10.23862/kiit-parikalpana/2021/v17/i2/210540 Abstract The Indian banking industry has transformed into one of the promising industries that ofer services through multiple channels with the help of information systems and technology. Banking is essentially a high contact service industry and there is close communication between service providers to customers. Customer awareness and satisfaction about fnancial products and services are very crucial for the success of any Bank. The current banking technology allows the customer to buy products or consumer services using their bank account and other services from any place. The study aims to trace the usage behaviour of various services by a diferent class of customers and their satisfaction towards the services rendered by Banks. The present study is completely Descriptive. Both primary, as well as secondary data, were used for the study. State bank of India (SBI) was selected based on the ground of concentration of public sector Banks in that area. It is found that all the demographic variables are strongly related to the level of awareness towards banking products and services. Keywords: SBI, Awareness, Financial products, Correlation, Percentage Analysis Introduction A bank is a type of monetary institution that takes deposits, ofers loans, and engages in other fnancial operations. Banking is essentially a high contact service industry and there is close communication between service providers to customers. Customer awareness and satisfaction about fnancial products and services are very crucial for the success of any Bank. Customers’ attitude very small distinction in the fnancial services rendered by the banks and even new age banking service ofering is very rapidly matched by national and international players. Indian Banks like any other service providers determined to increase customer preservation and Parikalpana - KIIT Journal of Management [Vol. 17 (II), Dec. 2021]