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@article{195004,
        author = {Vaddi Suneel Kumar},
        title = {Impact of Digital Banking Services on Customer Satisfaction in Rural Areas of Andhra Pradesh: A Study of Sri Potti Sriramulu Nellore District},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {6439-6445},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195004},
        abstract = {Digital banking has emerged as a key driver of financial inclusion in India, particularly in rural regions where access to traditional banking services has historically been limited. The present study examines the impact of digital banking services on customer satisfaction among rural customers in Sri Potti Sriramulu Nellore district of Andhra Pradesh. The study is based on primary data collected from 300 respondents using a structured questionnaire and adopts a descriptive and analytical research design. The analysis focuses on key dimensions such as accessibility, ease of use, security, service quality, and digital literacy. The findings indicate that digital banking services have significantly improved convenience, reduced transaction time, and enhanced access to financial services. However, customer satisfaction is influenced by factors such as level of digital literacy, internet connectivity, and concerns regarding security and privacy. The study further reveals that ease of use and accessibility are the most significant predictors of customer satisfaction, while infrastructural limitations continue to pose challenges in rural areas. The study concludes that digital banking has a positive impact on customer satisfaction in rural Andhra Pradesh, but its effectiveness depends on strengthening digital infrastructure, enhancing user awareness, and building trust among rural users. The findings offer practical implications for policymakers, banking institutions, and stakeholders working towards inclusive digital financial growth.},
        keywords = {Digital Banking, Customer Satisfaction, Rural Banking, Andhra Pradesh, Nellore District},
        month = {March},
        }