IMPACT OF DIGITALIZATION AND FINTECH ON CUSTOMER SATISFACTION AND LOYALTY IN THE BANKING SECTOR

  • Assistant Professor Hariom Saraswati P.G. College, Dhanuri.
  • Faculty of Commerce and Management Sri Dev Suman Uttarakhand University,Pt.L.M.S.Campus Rishikesh, India.
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Background/Objectives:This study explores the impact of digitalization and fintech on customer satisfaction and loyalty in the banking sector. It specifically investigates how digital banking services, fintech adoption, and associated digital channels shape customer perceptions, enhance service quality, and influence loyalty. The key objectives are to examine the effect of digitalization on satisfaction, assess the role of fintech in improving customer experience, and evaluate the link between satisfaction and loyalty in digital banking contexts.

Methods/Statistical Analysis:A survey-based quantitative research design was employed. Primary data were collected from users of both traditional banks and fintech-enabled services through a structured questionnaire addressing digital banking usage, fintech adoption, perceived service quality, customer satisfaction, and loyalty. Descriptive statistics, correlation, and regression analyses were applied to examine relationships among the study variables.

[Sakshi Sharma and V. K. Gupta (2025); IMPACT OF DIGITALIZATION AND FINTECH ON CUSTOMER SATISFACTION AND LOYALTY IN THE BANKING SECTOR Int. J. of Adv. Res. (Oct). 1321-1327] (ISSN 2320-5407). www.journalijar.com

LATA PANDE

India

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