Adoption of Digital Banking of Digital Banking Tools and Their Impact on Customer Experience: A Case Study of Select Public Sector Banks in Rajasthan

Digital Banking, Customer experience, public sector banks, Rajasthan, Mobile banking, Internet banking, UPI, customer satisfaction

The widespread use of “digital banking has fundamentally changed the financial services industry, putting customer satisfaction at the forefront of competition. This research aimed to find out the impact of digital banking adoption and service quality on customer satisfaction in public sector banks of Rajasthan. Through a quantitative research design, data were collected from bank customers using a structured questionnaire which was used to measure digital banking adoption, service quality, and customer satisfaction. Structural Equation Modelling (SEM) was used to investigate the interrelations among the constructs and to test the hypotheses. The findings showed that digital banking adoption and quality of services had a significant impact on customer satisfaction, which indicates the importance of reliability, security, responsiveness, and convenience in the domain of digital banking services.” By including empirical evidence pertaining to public sector banks in Rajasthan, the study adds value to the existing literature, and provides operational guidelines for banking managers who are looking for improving customer experiences and loyalty. Moreover, the study reflects the need for continued innovation, customer-centered digital solutions and strategic improvements in the quality of service, in order to reach high levels of customer satisfaction and retention.