Article
Service Quality and Its Effect on Customer Satisfaction in Digital Banking
The accessibility, speed and transparency of banking services in India have been significantly improved by digital banking. There is a growing use of mobile banking, online banking, UPI, and wallets among consumers instead of the traditional banking. Consumer happiness has become a highly determinant factor in the changing banking environment with regard to service quality. The article reviews analytically the quality of digital banking services on five key dimensions, which are reliability, responsiveness, usability, security and technical efficiency. According to the consumer feedback of the study, the level of satisfaction is much higher in case the digital services are delivered on time, the transactions are perfect, the user interface is easy to use and simple. OTP verification, secure login, and fraud prevention are security and privacy measures that improve consumer confidence. Besides, fast response in solving problems and customer services are very helpful in improving the user experience. With descriptive study, it is shown that when service quality in digital banking goes above expectations of the consumers, it motivates them to use the services. This generates an improved customer loyalty, positive word-of-mouth, and a better competitive position of the bank. In turn, it may be concluded that a high service quality is one of the pillars of ensuring client satisfaction in digital banking.
