Digital Banking Experience and Retail Customer Loyalty in Emerging Indian Cities: An Integrative Review with Implications for Ayodhya

Amit Yadava; Saurabh Yadav; Anurag Tiwari; Rashi Singh; Rana Rohit Singh

doi:10.69968/ijisem.2026v5i2597-601

Authors

Amit Yadava RM, HDFC BANK LTD
Saurabh Yadav Research Scholar, Department of Business Management & Entrepreneurship, Dr. Rammanohar Lohia Avadh University, Ayodhya, India
Anurag Tiwari Assistant Professor, Department of Business Management & Entrepreneurship, Dr. Rammanohar Lohia Avadh University, Ayodhya, India
Rashi Singh Research Scholar, Department of Business Management & Entrepreneurship, Dr. Rammanohar Lohia Avadh University, Ayodhya, India
Rana Rohit Singh Associate Professor, Department of Business Management & Entrepreneurship, Dr. Rammanohar Lohia Avadh University, Ayodhya, India

DOI:

https://doi.org/10.69968/ijisem.2026v5i2597-601

Keywords:

Digital Banking, Customer Loyalty, Service Quality, AI Personalization, Financial Inclusion

Abstract

India's digital banking market has moved from adoption-led growth to an experience-led phase in which loyalty depends on reliable, secure, accessible, and transparent service. This integrative review synthesizes verified research and official evidence through July 2026 and reinterprets an earlier Ayodhya survey without presenting its cross-sectional associations as causal or mediational proof. The evidence indicates that reliability and ease create functional value; security, privacy, and transparency build trust; and relevant, controllable personalization strengthens satisfaction. Trust, perceived value, and satisfaction therefore transmit the effects of digital experience to continued use, reduced switching, relationship expansion, and advocacy. Age, digital literacy, usage intensity, bank type, and urban-peri-urban location may modify these relationships. For Ayodhya and comparable emerging cities, banks should prioritize clear transaction status, visible safeguards, rapid human-assisted recovery, multilingual access, and explainable artificial intelligence (AI). A stratified, multi-wave study using validated measures and bootstrapped structural equation modeling is proposed for empirical validation.

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