Title: Customer's perception towards digital banking services in India

Authors: Nisarg Joshi; Ansita Aggarwal

Addresses: Institute of Management, Nirma University, SG Highway, Ahmedabad – 382481, Gujarat, India ' Jaipuria Institute of Management, Jaipur Campus, 1, Bambala Institutional Area, Pratap Nagar, Sanganer, Jaipur – 302 033, Rajasthan, India

Abstract: Digital banking services have witnessed rapid growth and transformation in recent years, becoming an integral part of the financial landscape. This study explores the perceptions of customers towards digital banking services, utilising structural equation modelling (SEM) to analyse the relationships between key factors influencing customer attitudes. The research was conducted with a large sample size of 900 customers, providing comprehensive insights into their views and preferences regarding digital banking. The research sheds light on the growing importance of digital banking services in meeting customer expectations and demands. As customer preferences continue to evolve, banks must proactively address these factors to enhance customer experiences and maintain a competitive edge. The implications of this study extend beyond individual banking institutions, as it serves as a guiding framework for the broader financial industry seeking to embrace digital transformation. By understanding the nuanced perceptions of customers towards digital banking services, stakeholders can identify areas for improvement and formulate strategies to optimise service offerings.

Keywords: banking; customer perception; innovation; fairness; customer satisfaction; India.

DOI: 10.1504/IJKMS.2025.147948

International Journal of Knowledge Management Studies, 2025 Vol.16 No.2, pp.207 - 225

Received: 20 Oct 2023
Accepted: 06 Sep 2024
Published online: 11 Aug 2025 *

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