Year: 2025
Type: article
Study design: Observational Study
Abstract: Purpose: The present research looked at the consequences of online banking on consumer fulfilment in commercial banking institutions. The purpose of the research is to investigate the connection between marketing influences and consumer satisfaction. Methodology/Approach: The descriptive design approach is used for the research; it has an infinite population size with a sample size of 385 responders. A convenience sampling technique is also used, and the questionnaire is the primary data collection tool. Findings: Finally, people's perspectives on the marketing tactics used by banks are examined. The banking business is growing more competitive, and mobile and online banking are assisting banks in lowering costs while increasing customer satisfaction. Research Limitation/Implication: The study emphasizes the importance of banks implementing effective marketing strategies to improve customer satisfaction. However, banks should also focus on enhancing service quality, trust, and security to address comprehensive consumer needs. Originality/Value of paper: This research adds to the increasing number of studies on how internet banking and other digital banking services affect customer satisfaction in the commercial banking industry. Its originality lies in the exploration of marketing influences as a key factor in customer perceptions and satisfaction within an increasingly digitalized banking environment. Category: Research paper.
DOI: 10.14419/n6kxv060
Authors: V. Pujari, U.V. Adinarayana Rao, Raghava R Gundala
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7115169302
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