Customer Satisfaction with SBI’s Online Banking Services: A Case Study of Mysore District

Abstract

Due to the technological development of ecommerce, new features in internet banking services have emerged, along with several challenges have emerged, e.g. trust elements, security issues, convenience, and technological challenges acceptance. These challenges make it essential for banks to track customers’ satisfaction to maintain and develop their websites based on their customers’ needs and expectations. Given the importance of customer satisfaction and its positive effects on customer loyalty, retention, and word of mouth behavior, researchers need to revisit definitions and conceptualization of previously identified relational antecedents in a technological context to capture changes in customer relationships and behavior. This study investigates the impact of various online banking services, including SBI Digital Lending, Internet Banking, and Yono Lite, on customer satisfaction in Mysore District. A structured questionnaire was administered to 100 respondents from SBI branches, and regression analysis was used to identify significant factors influencing satisfaction. The findings suggest that specific digital services, such as seamless technologies and credit assessment, significantly impact customer satisfaction. The study highlights the need for continuous improvement in online banking services to meet customer expectations in a digital era.