A Comparative Assessment of Digital Banking Quality and Satisfaction among Rural Users of Private and Public Sector Banks
Kavita Dua *
Department of Resource Management & Consumer Science, COCS, CCS Harayana Agricultural University, Hisar, Haryana, India.
*Author to whom correspondence should be addressed.
Abstract
Digital banking has become a key component of financial inclusion in rural India, driven by rapid technological advancement and national digital initiatives. This study examines the relationship between digital banking service quality dimensions and customer satisfaction among rural users of public and private sector banks in Hisar district, Haryana. A total of 120 respondents were selected using a multistage sampling technique, with 20 respondents from each of six rural bank branches. Data were collected using a structured questionnaire covering demographic details, service quality attributes and satisfaction indicators. The analysis included Weighted Mean Scores (WMS), Average Weighted Mean Scores (AWMS), overall satisfaction analysis and a t-test to compare satisfaction levels between public and private banks. Findings indicate that private sector banks outperformed public sector banks in most service dimensions, particularly responsiveness, reliability and tangibles, whereas public banks scored higher in security and assurance, highlighting trust and data protection. Customer satisfaction results indicate that private bank users reported higher overall satisfaction (mean = 3.82) compared to public bank users (mean = 3.54), supported by a statistically significant t-test result (p = 0.008). The study provides practical insights for improving digital banking infrastructure and enhancing rural user experience.
Keywords: Digital banking, service quality, customer satisfaction, public and private sector banks