Impact of Digital On-Boarding Quality on Customer Satisfaction: The Moderating Role of Perceived Risk

The main goal of this study is to enhance our comprehension of client digital onboarding and its impact on customer satisfaction in the Indian banking industry. The researcher conducted the study to investigate the correlation between customer satisfaction, perceived customer value, customer experience, and perceived risk, with a specific emphasis on the moderating influence of perceived risk. The research findings are derived from data collected from a sample of 1019 recently employed individuals who willingly took part in the survey. We utilized the SMARTPLS 4 software (v.4.0.9.6) for data analysis. Based on our analysis, it is evident that all the path coefficients exhibit positive and statistically significant values. In addition, the perceived risk has a moderating impact on both customer experience and customer perceived value. The results of the study were supported by conducting a simple slope analysis to examine the moderating effect.