ABSTRACT:
Purpose- The purpose of this paper is to explore the impact of various factors towards service quality of digital banking and its influence towards the customer satisfaction. Design/methodology/approach- For this empirical study, data was collected through structure questionnaire over 1200 customers of banks and total 1029 usable responses were considered for the study. Data analysis was conducted through SPSS 21.0 version and multiple regression have been applied to test the hypothesis and draw the conclusions. Findings- Based on the analysis it was found out that out of all the seven aspects of service quality of digital banking, impact of materiality, competence, assistance, accessibility, complexity and connectivity and security factors have significant impact towards the service quality of digital banking. Research limitations/implications-The main limitation of this paper is that the study is conducted in selected cities of Gujarat taking into consideration only selected banks. Practical implications-This will help in understanding the impact of determined seven factors on the service quality of digital banking. Strategy formulators should frame their strategies accordingly which will enhance the satisfaction of customers. Originality/Value-This study examines the factors that contribute towards the service quality of digital banking. It explains which aspects should be considered in order to influence the usage and adoption of digital banking and its service quality.