EFFECTS OF E-BANKING ON CONSUMER SATISFACTION AND ITS POTENTIAL CHALLENGES: A CASE OF PRIVATE BANKS IN PUNJAB

The adoption of E-banking by private banks in Punjab has seen momentous growth in modern era. This growth can be attributed to several factors, including the increasing penetration of smartphones, improved internet connectivity, and evolving consumer preferences. The primary objective of this study was to evaluate consumer satisfaction levels concerning E-banking initiation provided by exclusive banks in Punjab, Pakistan. Additionally, the study aimed to identify the key components that influence consumer satisfaction with E-banking in private banks in Punjab. These factors include service quality, security, user experience, and innovation. To conduct this study, a quantitative cross-sectional approach was employed, and the sample size consisted of 200 customers. The obtained reliability of the study fell within an acceptable range. The results of this research provide significant insights into the complex relationship between E-banking adoption, the various influencing factors, and overall customer satisfaction levels in private banks in Punjab. Unequal access to technology and digital literacy can limit the benefits of E-banking to certain segments of the population, potentially leading to dissatisfaction among excluded groups. Banks should work on bridging this divide to ensure broader customer satisfaction. Private banks in Punjab must continue to innovate and adapt to evolving customer expectations to maximize the benefits of E-banking and maintain high levels of consumer satisfaction.