THE IMPACT OF DIGITAL BANKING ON CUSTOMER SATISFACTION AND LOYALTY IN COMMERCIAL BANKS: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.62737/v8exrn15Keywords:
statistical analysis, qualitative reseach, quantitative research, mixed-methods research, empirical studies, male author, female authorAbstract
This literature review paper aimed to examine the influence of digital banking on customer satisfaction and loyalty in commercial banks through a systematic literature review.
The researcher conducted a comprehensive search of electronic databases and applied inclusion and exclusion criteria to select the most suitable articles. The eligibility criteria included studies published between 2006 and 2022, focused on digital banking, service quality, customer satisfaction, and customer loyalty, and used qualitative, quantitative, and mixed-methods research conducted in any country worldwide. Data analysis involved examining statistical findings from individual studies using Microsoft Excel, and the study analyzed 146 papers published in the field.
The results showed an increase in the number of papers published each year, with a focus on topics such as customer satisfaction, customer loyalty, and customer unswerving behavior. The majority of authors used descriptive research designs, while empirical studies were used the least. Male authors had the most articles published, while female authors had the least. Pakistan and Nigeria published the highest number of articles.
The findings give insights for commercial banks to enhance their digital banking services to enhance customer satisfaction and loyalty.
References
Akintaro, A.A. and Shonubi, A.O. (2019) ‘Influence of Strategic Planning Flexibility on Entrepreneurial Orientation of SMEs in Osun State, Nigeria’, 7(1).
Alsaggaf, M.A. (2017) ‘Investigating Customer Intentions Influenced by Service Quality: Using the Mediation of Emotional and Cognitive Responses in Saudi Arabia’, p. 263.
George, W.J. (2015) ‘Online Shopping Behavior:A Comparative Study between Indians in Bangalore and Thais in Bangkok’, p. 31. Available at: http://newsroom.mastercard.com/mea/digital-press-kits/online-shopping-behaviour-study-2015/.
Goi, C. (2014) ‘The Impacts of Social Media on the Local Commercial Banks in Malaysia’, Journal of internet banking and commerce, 19(1), pp. 1–10.
Hadid, K.I. et al. (2020) ‘The Effect of Digital Banking Service Quality on Customer Satisfaction : A Case Study on the Malaysian Banks’, Asian Journal of Applied Science and Technology (AJAST), 4(1), pp. 6–29.
Kaguri, M.N. (2016) ‘Effects of customer retention strategies on customer retention – a case study of the banking industry in Kenya’.
Nguyen, H.K. (2021) ‘Service quality of Vietnam commercial banks from customer satisfaction: Evidence from VietcomBank’, pp. 193–205.
Pareek, K. (2020) ‘Awareness of E-Banking & Working Women: A Study of Bhilwara Region’, IOSR Journal of Economics and Finance, 11(1), pp. 56–60. Available at: https://doi.org/10.9790/5933-1101025660.
Pirzada, S.S. et al. (2014) ‘Which Factors Influence the Customers Switching Behavior? (Evidence from the Customers of Banking Sector of Pakistan)’, European Journal of Business and Management, 6(11), pp. 134–142. Available at: https://www.researchgate.net/publication/268747547_Which_Factors_Influence_the_Customers_Switching_Behavior_Evidence_from_the_Customers_of_Banking_Sector_of_Pakistan.
Thilagaraj, A., Manohar, V. and Karthik, S. (2021) ‘Customer Satisfaction On Online Banking During Covid – 19 With Special Reference To Chengalpattu District’, 8(4), pp. 8250–8265.
