International Journal For Multidisciplinary Research

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Impact of Online Banking Services on Customer Satisfaction and Behavioral Outcomes: A State-Level Systematic Review with Special Reference to Emerging Indian Markets – Evidence, Gaps and Future Directions

Author(s) Ms. Sadaf Fatma, Dr. Shikha Bhargava
Country India
Abstract Purpose – to systematically reviews two decades of empirical evidence on the impact of online banking services on customer satisfaction, adoption behavior and loyalty, with particular emphasis on state-level studies in India’s emerging markets, using Madhya Pradesh as a focal lens. Design/methodology/approach – A mixed-studies systematic review was conducted following PRISMA 2020 guidelines. Seventy-eight peer-reviewed articles, doctoral theses and RBI reports published between 2008 and 2025 were analyzed. Thematic synthesis and gap-spotting techniques were employed. Findings – Service quality dimensions (reliability, efficiency, security/privacy, responsiveness and website design) consistently emerge as the strongest predictors of satisfaction across Indian geographies. Post-COVID-19 forced adoption has dramatically narrowed the intention–behavior gap, especially via UPI-led ecosystems. However, state-level heterogeneity is significant: urban-centric studies dominate (Madhya Pradesh, Tamil Nadu, Maharashtra), while rural and Tier-2/3 cities remain under-researched. Financial literacy, perceived risk and digital infrastructure moderate the service quality–satisfaction relationship far more strongly in central and eastern Indian states than in southern and western counterparts. Research limitations/implications – Existing Madhya Pradesh-specific studies (2014–2020) are now dated and suffer from urban bias and pre-UPI theoretical frameworks.
Keywords online banking, customer satisfaction, digital financial inclusion, service quality, UPI, Madhya Pradesh,
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.76442
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