Article
Digital Transformation and Customer Royalty in Indian Banking: The Intermediating Role of Customer Satisfaction
Digital revolution in the economy of India has also restructured Indian banking institution by improving their digital services, operational efficiency and customer retention and engagement. Growing digital technologies in Indian banking sector such as internet banking, mobile application banking and automated services provide by banks has renovated the mode of interaction with customers. This study examines the impact on customer satisfaction and customer loyalty due to Indian banking digital revolution. A quantitative research design was employed using Structural Equation Modelling (SEM) to analyse relationships between banking digitalisation with customer satisfaction. The findings divulge that knowledge for adoption of technology significantly stimulus customer satisfaction which subsequently enhances customer loyalty. The results highlight the acute role of digital transformation in improving customer experience and strengthening long-term relationships between banks and customers. This study providing empirical indication on the mediating role of customer satisfaction due to digital transformation.