Impact of New Digi-Banking Services on Customer Satisfaction in Private Sector Banks in The City of Coimbatore

In the current context, digital banking has completely revolutionized the banking structure as it was before. Now customers are searching for an alternative where they do not need to visit banks to execute their financial transactions. The old banking model has been altered by digital banking, which has given the banking sector new dimensions. The phrase "digital banking" means all the banking activities that are done with the help of electronic communication channels, i.e., online platforms. It not only makes things easier for the clients but also eliminates the use of paper, especially for making demand drafts, pay slips, and cheque leaves. Now, customers can have access to all standard banking activities without physically visiting a bank branch 24x7 for 365 days. Digital banking provides numerous kinds of products and services such as pos terminals, internet and mobile banking, e-transfer of funds, bill payments, e-wallets, e-cheques, UPI payment mechanism etc. Based on the previous review of literature it has been identified that there is no research related to new digital banking services and its impact on customer satisfaction with special reference to Coimbatore city has been done. Therefore, this study has been plays a crucial role in filling up this gap. The data is collected through purposive sampling method; a structured questionnaire was used to conduct a primary survey of customers' satisfaction. Based on the different sources five new digital banking services i.e., Digital Chatbot, Digital Wallet, Digital Card management, Digital Payment application and Digital Insurance commonly used by private sector banks account holders has been identified, which leads to measure the customer satisfaction. Collected Data was analyzed using correlation and regression technique using SPSS (20) software. The findings implicated that new digital banking services have a significant and positive impact on the customer satisfaction. Since each of these is positively associated to the customer satisfaction, the research provides empirical evidence to indicate that new digital banking services are a significant component in satisfying customers. The most recent digital banking services were included in this study, which has given academic insight into a fresh research model.