Impact Of Digitalization On Customer Satisfaction In Indian Post Offices

This research investigates the impact of digitalization on customer satisfaction in Indian post offices within the context of commerce. With significant digital transformation underway, the study evaluates how these changes have influenced customer experiences. Employing a mixed-methods approach, the research integrates quantitative surveys and qualitative interviews to gather comprehensive data from urban and rural customers. Key digital services analyzed include online tracking systems, digital payment options, and mobile applications. Findings reveal that 75% of respondents use online tracking services, with 85% expressing satisfaction. Digital payment options are used by 60% of respondents, with a 70% satisfaction rate, while 50% use mobile applications, with 65% finding them user-friendly. Customer satisfaction, measured using the SERVQUAL model, shows significant improvement in reliability and assurance. Factors influencing satisfaction include perceived ease of use and usefulness, aligning with the Technology Acceptance Model (TAM), and meeting customer expectations as per the Expectancy-Disconfirmation Theory (EDT). Challenges such as varying levels of digital literacy, especially in rural areas, and inconsistent digital infrastructure highlight the need for targeted educational programs and investments. The study concludes that digitalization has positively impacted customer satisfaction in Indian post offices, supporting broader commerce activities. Future research should explore the long-term effects of digitalization on customer loyalty and financial performance, as well as comparative studies with other countries' postal systems.