A Study on Indian Digital Banking Online Customer Experience

This study focuses on developing an online customer experience (OCE) model for digital banks and evaluating its relationship with financial performance (NPS). The present study employed an online survey method to gather data from a sample of 475 digital bank users, from which usable questionnaires were obtained. The obtained data were subjected to a thorough analysis using the PLS-SEM technique to investigate the research hypotheses further. The main factors determining digital banks’ online customer experience are e-convenience, perceived risk, gamification, perceived security, perceived value, e-service quality, perceived control, and e-trust. This research used random sampling for the urban population using neobanking services; hence, the outcome may be generalised to a limited extent. To further strengthen digital banks, this study adds to the growing knowledge of Indian digital banks knowledge and the banking consumer journey by filling a significant knowledge gap. In this study, we integrate the examination of correlations with implications for bank financial performance by using online customer experience and net promoter score as dependent variables, which are different from past research.