Online customer experience in Indian digital banks impacting continuous intention usage: Generation Y and Z perspective

Abstract

Purpose

This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives.

Design/methodology/approach

This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses.

Findings

The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis.

Research limitations/implications

This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further.

Originality/value

There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.

Citation

Bhatnagr, P. and Rajesh, A. (2024), "Online customer experience in Indian digital banks impacting continuous intention usage: Generation Y and Z perspective", Journal of Financial Reporting and Accounting, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFRA-11-2023-0638