Impact of Digi-Banking Services on Customer Satisfaction in Banks

There are vast opportunities as well as challenges for self-service channels provided by banks in India. It is found that due to technological innovations and significant change in the demographic profile of customers, there is huge market potential lying ahead. This study recommends among others thanks should design new products as well as improve on the existing self-service provided. The study reveals that the awareness level of self-service channels is restricted to only a certain section of the society. Hence, banks must concentrate on the needs and demands of various customers depending on their requirements. The study also reveals that ATMs and Credit Cards are the most common self-services channels utilised by the respondents. Efforts must be made to market the other services namely, e-banking, demat accounts, online tax filing, anywhere banking, and soon So that the customers, as well as the banks, are benefitted. In a service industry such as banking, where product differentiation is hard to maintain, and the quality of service depends on the service provider, it is imperative for the bank to have staff who realise that they are a part of the business concern.