A Study on Customer Satisfaction Towards Digital Banking Adoption in Coimbatore City

The present study examines customer satisfaction towards digital banking adoption in Coimbatore City, with special emphasis on factors influencing adoption, challenges faced by users, and perceptions of security and privacy. The study is based on primary data collected from 50 respondents using digital banking services through a google forms. The findings reveal that digital banking has gained wide acceptance among customers due to its convenience, ease of use, time-saving nature, and round-the-clock availability. A majority of respondents expressed satisfaction with digital banking services, particularly with respect to transaction speed, accessibility, and user-friendly applications. Factors such as ease of use, service quality, and availability of digital platforms play a significant role in encouraging customers to adopt and continue using digital banking services. The study also indicates that perceptions of security and privacy strongly influence customer satisfaction. Security measures such as OTPs, passwords, and authentication systems enhance customer trust and confidence while using digital banking platforms. However, some respondents reported concerns related to data privacy, cyber fraud, and transaction failures. Additionally, challenges such as technical problems, poor internet connectivity, and delays in customer support were identified as factors negatively affecting satisfaction levels. Despite these issues, customers continue to prefer digital banking due to its overall benefits. The study concludes that improving system reliability, strengthening security measures, and enhancing customer support services will further increase customer satisfaction and promote sustained adoption of digital banking services.