Impact of Digital Banking Services on Customer Satisfaction: A Study in the Indian Banking Sector

ABSTRACT

Digital banking services have profoundly influenced the banking sector in India, offering customers a more convenient, accessible, and secure way to manage their financial transactions. These advancements have notably enhanced customer satisfaction, attributed to the convenience, accessibility, speed, and security provided by these digital services. However, challenges such as digital literacy, security issues, and technical complexities remain areas needing attention. Despite these challenges, the adoption of digital banking services is expected to continue growing in India, further augmenting customer satisfaction within the banking sector. This study aims to investigate the impact of digital banking services on customer satisfaction in the banking sector. It formulated and tested four hypotheses regarding this relationship. A sample of 100 bank customers was randomly selected to participate in the study and responded to a structured questionnaire. Pearson’s correlation analysis was employed to analyze the data, resulting in the rejection of all null hypotheses in favor of their alternatives. The findings of this research hold significant implications for banking industry professionals in shaping policies related to banking services. Furthermore, this study provides valuable insights for researchers and scholars interested in exploring the impact of digital banking services on customer satisfaction within the banking sector.

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