CLICKS, CONFIDENCE, AND CARE: WHAT DRIVES DIGITAL BANKING SATISFACTION IN INDIA?

Abstract

The rapid advancement of digital technologies is reshaping the banking industry globally, with India at the forefront of this transformation. This study examines how the shift from traditional banking to digital platforms affects customer satisfaction in the Indian banking context. We focus on key factors derived from literature and theory – technology readiness and time savings, accessibility, security and reliability, and customer support – and evaluate their influence on customer satisfaction. A descriptive research design was employed, with data gathered from 212 banking customers in India via a structured online questionnaire. Statistical analyses included descriptive metrics, reliability testing, correlation, regression, and chi-square tests. The findings reveal that accessibility (e.g., 24/7 account access, ease of transactions) and customer support (responsiveness of help desks and personnel) are the strongest predictors of satisfaction in digital banking. While customers highly appreciate the convenience and time-saving benefits of digital services, they continue to value prompt human support for problem resolution. Technology readiness (customers’ comfort with using new digital tools) showed a positive but statistically insignificant effect on overall satisfaction, suggesting that even tech-savvy users prioritize service quality over their own abilities. Security and reliability of digital banking services had a moderate impact; most users feel generally safe, but persistent concerns about data privacy temper their satisfaction. These results underscore that customer satisfaction in digital banking hinges not only on technological provision but also on service accessibility, perceived safety, and the continued availability of human support. The study concludes with recommendations for banks to adopt a hybrid strategy: combining seamless digital infrastructure with robust customer support and ongoing security assurances to foster long-term customer trust and loyalty in the digital era.