The Impact of Digital Banking on Customer Satisfaction and Loyalty in Commercial Banks: A Systematic Literature Review

This literature review paper aimed to examine the influence of digital banking on customer satisfaction and loyalty in commercial banks through a systematic literature review. The researcher conducted a comprehensive search of electronic databases and applied inclusion and exclusion criteria to select the most suitable articles. The eligibility criteria included studies published between 2006 and 2022, focused on digital banking, service quality, customer satisfaction, and customer loyalty, and used qualitative, quantitative, and mixed-methods research conducted in any country worldwide. Data analysis involved examining statistical findings from individual studies using Microsoft Excel, and the study analyzed 146 papers published in the field. The results showed an increase in the number of papers published each year, with a focus on topics such as customer satisfaction, customer loyalty, and customer unswerving behavior. The majority of authors used descriptive research designs, while empirical studies were used the least. Male authors had the most articles published, while female authors had the least. Pakistan and Nigeria published the highest number of articles. The findings give insights for commercial banks to enhance their digital banking services to enhance customer satisfaction and loyalty.