“IMPACT OF DIGITALIZATION ON CUSTOMER SATISFACTION: A CASE STUDY OF AU SMALL FINANCE

Abstract

The rapid growth of digital technology has brought significant changes to the banking sector, encouraging financial institutions to adopt modern digital services to improve customer experience and operational efficiency. AU Small Finance Bank has also embraced digital transformation by introducing services such as mobile banking, internet banking, online transactions, and digital payment systems. This study titled “Impact of Digitalization on Customer Satisfaction: A Case Study of AU Small Finance Bank” examines how these digital initiatives influence customer satisfaction and the overall banking experience.

The research aims to understand the level of digitalization implemented by the bank and to analyze its effect on customer satisfaction. The study focuses on important factors including convenience, security, reliability, responsiveness, accessibility, and ease of use of digital banking services. It also evaluates customers’ opinions and attitudes toward the digital facilities offered by the bank. In addition, the research identifies the common difficulties faced by customers while using digital banking platforms, such as technical errors, cybersecurity concerns, lack of awareness, and internet connectivity issues.

The study is based on both primary and secondary data. Primary data is collected through questionnaires and customer responses, while secondary data is gathered from journals, reports, websites, and banking-related publications. The findings indicate that digital banking services play an important role in increasing customer satisfaction by offering quick, convenient, and efficient banking solutions. At the same time, certain challenges continue to affect customer experience and require improvement.