Impact of Digital Banking on Customer Retention in the Indian Banking Industry: A Study of State Bank of India

As digital platforms continue to redefine banking experiences in India, customer loyalty is becoming increasingly dependent on the quality of these services. This study investigates how digital banking tools—such as mobile apps, internet banking, and UPI—contribute to customer retention, with a special focus on the State Bank of India (SBI). Based on a primary survey involving 50 customers across five major banks, the research identifies ease of use, trust, service responsiveness, and digital accessibility as core factors influencing loyalty. While SBI maintains a strong reach, areas such as mobile app usability and support speed show room for improvement. The findings highlight the need for banks to enhance digital convenience and security to maintain customer relationships in a fast-evolving financial environment.