Keywords

Abstract

The rapid advancement of digital technologies has transformed the banking sector, making customer loyalty a key determinant of long-term organizational success. This study examines the factors influencing customer loyalty towards digital banking services in the era of digital transformation, with special reference to State Bank of India (SBI) customers in Thiruvananthapuram District, Kerala. Primary data were collected from 100 SBI customers who had maintained their accounts for more than five years and actively used digital banking services. A structured questionnaire was used for data collection, while secondary data were obtained from books, journals, research articles, official reports, and relevant websites. The respondents were selected using the convenience sampling technique. Data were analyzed using SPSS, employing descriptive statistics, One-Way Analysis of Variance (ANOVA), and Pearson's correlation analysis. The findings revealed that digital service quality, customer trust, perceived usefulness, perceived ease of use, personalization, data privacy and security, digital engagement, and customer satisfaction significantly influence customer loyalty. Significant differences in customer loyalty were observed across age groups and frequency of digital banking usage, and a positive relationship was found between digital transformation factors and customer loyalty. The study concludes that enhancing digital banking services, ensuring data security, and improving customer satisfaction are essential for strengthening customer loyalty and sustaining the competitive position of banks in the digital era.