DIGITAL BANKING ADOPTION AND CUSTOMER SATISFACTION: A STUDY ON ICICI BANK

ABSTRACT The study focuses on adoption of digital banking services and its effects on customer satisfaction in ICICI Bank. The research aims at understanding the level of adoption of digital banking services, measuring customer satisfaction, identifying determinants of customer satisfaction and the problems faced by the consumers. Primary data was collected from 101 individuals using questionnaires. Convenience sampling method was used to gather data. Analysis of data was done using descriptive statistics and correlation analysis. It was found out that UPI is the favorite digital banking service and most people are regular users of digital banking services. Easy-to-use, speed, reliability and security are the main factors affecting customer satisfaction. The study shows high level of customer satisfaction and high degree of correlation between digital banking services and customer satisfaction. The problems of server downtime and transaction errors still exist. Enhancement of reliability and security will increase customer satisfaction. Keywords: • Digital Banking Experience Quality (DBEQ) • Digital Banking Adoption • Customer Satisfaction • Service Reliability • UPI Usage Behavior