| Title: | A Study of the Digital Banking Drivers of Customer Satisfaction: Insights into the Evolution of India’s Banking Sector |
| Author: | Manoshi Gogoi |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | Financial, Banking and Investment Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.22-33) Click PDF |
Abstract
The rapid evolution of digital banking has completely changed the outlook towards financial services, significantly influencing customer satisfaction in Indian banking system. This study explores the impact of digital banking on customer experience, focusing on key factors including service quality, perceived usefulness, ease of use, trust, perceived value, website design, and the overall perceived sustainability of the customer experience. Therefore, a quantitative research design was adopted where 200 respondents were sampled and data was collected through structured questionnaires to examine the critical factors driving customer satisfaction.
Results suggest that ease of use, perceived sustainable experience, and trust are significant drivers of customer satisfaction regarding digital banking services. This research establishes that a bank with a friendly user interface and eco-responsible behavior creates better relationships with its customers to assure loyalty and involvement. In addition, modern technologies, such as AI, blockchain, and other eco-friendly integrations, facilitate efficient operations and gain more trust in digital transactions.
For academic contribution, this study contributes to the field of knowledge by identifying the necessary features of customer satisfaction in the context of digital banking by emphasizing the role of sustainability and advanced technology adoption. For managerial implication this study offers some suggestions such as the banks should develop customer-centric digital strategies, create more user-friendly interfaces as well as use sustainable practices to build the loyalty of customers.
This research underlines that the path of digitization should be aligned with customer-oriented and sustainable practices and opens avenues toward a competitive, inclusive banking environment. Bridging the gaps in digital literacy and addressing data privacy concerns will further improve customer satisfaction for Indian banks to contribute toward long-term sustainability in the digital era.
Keywords: digital banking, customer satisfaction, sustainability, India, service quality, ease of use, trust.
6617192002 Manoshi Gogoi, 2568 (2025), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), A Study of the Digital Banking Drivers of Customer Satisfaction: Insights into the Evolution of India’s Banking Sector, นำเสนอในที่ประชุมวิชาการ (Conference): The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Financial, Banking and Investment Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
