Evaluating Customer Satisfaction With Mobile Banking Services in India After Covid-19: Evidence From the Kano Framework

Technology has become an indispensable component of modern life, transforming the way individuals access and manage financial services. Among these innovations, mobile banking has emerged as a pivotal channel through which customers interact with banks using mobile devices, offering unprecedented convenience in terms of time and location. In contrast to traditional banking, which is often constrained by physical infrastructure and limited operating hours, mobile banking enhances accessibility, reduces transaction costs, and enables banks to broaden their customer base while delivering diversified services at minimal marginal cost. In the Indian context, the prospects for mobile banking are particularly promising due to the country’s large population, expanding internet penetration, and strong governmental emphasis on financial inclusion. Structural reforms in the banking sector, notably the Banking Sector Reforms of 1991 and 1998, laid the foundation for modernization and competition. Subsequent policy initiatives—most prominently the 2016 demonetization policy introduced by the Government of India—accelerated the transition toward digital financial ecosystems. These developments significantly increased public awareness and adoption of digital payment platforms and mobile-based financial services. Furthermore, the COVID-19 pandemic acted as a catalyst for digital transformation within the banking industry. The need for physical distancing and reduced in-person interactions compelled both customers and financial institutions to rely more heavily on electronic banking channels. Services such as debit and credit cards, Real Time Gross Settlement (RTGS), National Electronic Funds Transfer (NEFT), and mobile banking witnessed rapid growth during this period. As a result, banks intensified their technological capabilities to ensure secure, efficient, and seamless service delivery. This study examines the evolving landscape of mobile banking in India, particularly in the post-pandemic era, highlighting the interplay between technological innovation, policy initiatives, and changing consumer behavior. It underscores how digital transformation has reshaped the banking experience, enhanced operational efficiency, and strengthened financial inclusion efforts. The findings contribute to a deeper understanding of mobile banking’s role in fostering a resilient and technology-driven financial system in India.