A STUDY ON DIGITAL BANKING SERVICES AND CUSTOMER SATISFACTION AT HDFC BANK

Abstract

The rapid proliferation of digital technology has fundamentally transformed the banking landscape in India, compelling financial institutions to migrate core services onto digital platforms. HDFC Bank, India’s largest private sector bank by assets, has been at the forefront of this digital transformation through its comprehensive suite of digital banking services including mobile banking, net banking, UPI-based payments, HDFC PayZapp, SmartBUY, and the EVA AI chatbot. This study investigates the relationship between digital banking service quality and customer satisfaction at HDFC Bank, examining five service quality dimensions: ease of use, security and privacy, transaction efficiency, service reliability, and customer support responsiveness. Primary data was collected via a structured questionnaire administered to 100 HDFC Bank digital banking users in Hyderabad, Telangana. Secondary data was sourced from HDFC Bank annual reports, RBI digital payment statistics, and academic literature. Analysis employs percentage analysis, weighted average method, SERVQUAL-adapted scoring, and chisquare testing. Findings indicate that transaction efficiency (4.58/5) and security perception (4.47/5) are the strongest satisfaction drivers, while 24x7 customer support responsiveness (3.72/5) presents the most significant improvement opportunity. The study provides actionable recommendations for enhancing digital service quality and deepening customer engagement in HDFC Bank’s digital ecosystem.