Determinants of Customer Satisfaction in UPI-Based Digital Payments: A Study of Google Pay Users in India

This study examines customer satisfaction towards Google Pay, a leading UPI-based digital payment platform in India. The research focuses on analysing user perceptions, satisfaction levels, and key factors influencing the adoption and continued use of the application. A quantitative research approach was adopted, and primary data was collected through a structured questionnaire from 100 respondents. The study evaluates important determinants such as ease of use, transaction speed, security, service quality, and customer support. The findings indicate that a majority of users are satisfied with Google Pay due to its user-friendly interface, convenience, and secure transaction system. However, issues such as transaction failures, network problems, and delays in customer support still affect overall user experience. The study concludes by suggesting improvements in technical reliability and customer service to enhance user satisfaction and long-term usage.