Volume : 11, Issue : 10, OCT 2025

DIGITAL BANKING ADOPTION AND CUSTOMER SATISFACTION: AN EMPIRICAL STUDY OF URBAN AND RURAL BANK CUSTOMERS IN RAJASTHAN

DR PRAVESH BHANDARI

Abstract

In the rapidly evolving landscape of financial services, digital banking has emerged as a transformative force, promising enhanced accessibility, efficiency, and convenience for customers across diverse geographies. This empirical study delves into the dynamics of digital banking adoption and its interplay with customer satisfaction, focusing on urban and rural bank customers in Rajasthan, India. With a sample of 250 respondents from Jodhpur District—equally split between urban and rural areas—the research employs a quantitative approach, utilizing structured questionnaires to measure adoption levels and satisfaction on Likert scales. Key objectives include assessing adoption patterns, evaluating satisfaction differences, and testing hypotheses on urban-rural disparities.

The findings reveal a stark digital divide: urban customers exhibit significantly higher adoption rates (mean score: 3.97) and satisfaction levels (mean: 4.17) compared to their rural counterparts (adoption: 2.62; satisfaction: 2.84). Reliability tests via Cronbach's alpha confirmed robust internal consistency (α > 0.83 for all scales). Independent t-tests indicated statistically significant differences (p < 0.001) in both constructs, underscoring infrastructural and awareness barriers in rural settings. ANOVA on satisfaction by age groups in urban areas showed no significant variance (F = 1.61, p = 0.20), suggesting uniform appeal among demographics.

These insights highlight the need for tailored interventions to bridge the gap, such as simplified interfaces and localized education campaigns. The study contributes to the literature by providing region-specific evidence from Rajasthan, a state blending arid rural expanses with burgeoning urban hubs. Policymakers and banks can leverage these results to foster inclusive digital ecosystems, ultimately driving financial inclusion and equitable growth. Limitations include self-reported data and a single-district focus, paving the way for broader longitudinal research. Overall, this work affirms digital banking's potential as a satisfaction enhancer, contingent on addressing contextual inequities.

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IESRJ

International Educational Scientific Research Journal

E-ISSN: 2455-295X

International Indexed Journal | Multi-Disciplinary Refereed Research Journal

ISSN: 2455-295X

Peer-Reviewed Journal - Equivalent to UGC Approved Journal

Peer-Reviewed Journal

Article No : 17

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