Determinants of Customer Satisfaction in Internet Banking: A Study of Functional and Demographic Influences in Haryana

Abstract

This study investigates the key factors influencing customer satisfaction in internet banking within Haryana, India, focusing on functional elements such as reliability, website efficiency, and transaction security, along with demographic variables including age, gender, occupation, and residential location. Drawing on data from 600 respondents across urban and rural areas, the research uses correlation, regression, and ANOVA analyses to explore the relationships between service quality dimensions and user satisfaction. The findings reveal that while reliability and website efficiency are considered essential, they do not significantly impact overall satisfaction. In contrast, transaction security demonstrates a statistically significant positive association with customer loyalty, underscoring its critical role in user trust and long-term engagement. The study also highlights notable demographic trends—such as higher satisfaction among younger, urban users and differing satisfaction drivers across gender and occupation—which suggest the need for personalized digital banking strategies. These insights provide valuable guidance for banks aiming to enhance digital service delivery, bridge the urban-rural digital divide, and foster longterm customer relationships. The study concludes by recommending security-focused, inclusive design and educational initiatives to improve internet banking adoption and satisfaction across Haryana's diverse population.