Service quality's role in the customer digital banking adoption process with special reference to Thiruvarur

Abstract

This study examines the factors influencing customer satisfaction, trust, and preference toward digital banking services. Data were collected from digital banking users through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that Service Quality, System Quality, and Facilitating Conditions significantly enhance Customer Satisfaction, while Service Quality positively influences Customer Trust. Trust was found to have a significant positive effect on Preference toward Digital Banking Services. However, Trust, Perceived Risk, and Customer Experience did not significantly affect Customer Satisfaction, and Customer Satisfaction did not significantly influence customer preference. The study concludes that improving service quality, system performance, and customer trust is essential for increasing the adoption and preference of digital banking services.