A STUDY ON CUSTOMER SATISFACTION TOWARDS DIGITAL BANKING SERVICES OF HDFC BANK IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines customer satisfaction towards HDFC Bank’s digital banking services in Madurai City, focusing on both measuring satisfaction levels and identifying priority areas for improvement. In the era of digital transformation, banking services have shifted towards online and mobile platforms, offering convenience, speed, and efficiency. The research adopts a mixed-method approach using Garrett Ranking Analysis and Regression Analysis to gain a comprehensive understanding of customer perspectives. Primary data were collected from 100 respondents through a structured questionnaire employing a 5-point Likert scale to assess satisfaction dimensions such as ease of use, transaction speed, security, reliability, accessibility, and customer support. Garrett Ranking Analysis was applied to prioritize influencing factors, while Regression Analysis examined the role of demographic variables including age, gender, education, occupation, and income. Findings reveal that transaction security, application reliability, and user-friendly interfaces are critical determinants of satisfaction, while demographic influences vary in their impact. The study offers actionable insights for HDFC Bank to enhance digital services, customize offerings for different customer segments, and improve the overall digital banking experience.

References

1. Aboelmaged, M., & Gebba, T. R. (2013). Mobile banking adoption: An examination of technology acceptance model and theory of planned behavior. International Journal of Business Research and Development, 2 (1), 35–50.
2. Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust.  International Journal of Information Management, 37 (3), 99–110.
3. Amin, H. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty.  International Journal of Bank Marketing, 34 (3), 280–306.
4. Ankit, S. (2011). Factors influencing online banking customer satisfaction and their importance in improving overall retention levels: An Indian banking perspective.  Information and Knowledge Management, 1 (1), 45–54.
5. Ariff, M. S. M., Yun, L. O., Zakuan, N., & Ismail, K. (2013). The impacts of service quality and customer satisfaction on customer loyalty in internet banking.  Procedia – Social and Behavioral Sciences, 81 , 469–473.
6. Asiyanbi, H., & Ishola, A. (2018). Factors affecting customer satisfaction in mobile banking services in Nigeria.  Journal of Internet Banking and Commerce, 23 (2), 1–14.
7. Chauhan, A. (2015). Internet banking service quality and customer satisfaction in India.  International Journal of Marketing & Business Communication, 4 (3), 44–54.

 

Keywords

digital banking, customer satisfaction, Garrett ranking analysis, regression analysis, HDFC Bank, Madurai City, demographic factors, service quality, online banking, mobile banking