Customer Awareness and Adoption of Digital Banking Services: Effects on Satisfaction and Retention in Cooperative Banks of Uttarakhand

Abstract

The rapid digital transformation of the banking sector has significantly influenced service delivery and customer engagement, particularly within cooperative banks that serve diverse urban and rural populations. This study examines the impact of customer awareness and adoption of digital banking services on customer satisfaction and retention in cooperative banks of Uttarakhand. The research aims to assess the level of awareness regarding digital banking services, analyse adoption patterns among customers, and evaluate how these factors influence satisfaction and long-term customer retention.