FACTOR INFLUENCING PREFERENCE AND SATISFACTION AMONG DIGITAL RETAIL BANKING CUSTOMER: A STUDY ON SELECTED BANKS

The rapid growth of digitalisation in banking sector has significantly enhance the delivery of retail banking services in India, driven by technological innovation and advancements, the convenience and accessibility preference of the customer increases gradually. This study examines the factors influencing preference and satisfaction among retail digital banking customers of selected commercial banks in Tiruppur city. Convenient sampling method was used to collect primary data from 150 retail banking customers of six selected public and private sector banks using a structured questionnaire. The collected data were analysed using percentage analysis, weighted average ranking analysis, and mean score analysis to assess usage patterns, preference factors, and levels of customer satisfaction. The findings reveal that convenience, time reduction, and 24×7 accessibility are the most influential factors shaping customers’ preference for digital banking services. The study also indicates a high level of satisfaction with core digital banking services, such as internet banking, digital payments, and mobile banking applications. However, comparatively lower satisfaction is observed for advanced digital services, particularly online credit facilities and value-added services. The study concludes that while digital banking services have achieved strong acceptance among retail customers, continuous improvement in advanced service features, security measures, and customer support mechanisms is essential to enhance overall customer satisfaction and sustain long-term digital banking adoption.