Impact of Digital Banking Features on Customer Satisfaction and Loyalty: A Case Study of Melli Bank in Gilan Province

Abstract

This research investigates the impact of digital banking features on customer satisfaction and loyalty in Melli Bank branches in Gilan Province. As digital banking becomes increasingly essential in the modern financial landscape, understanding its influence on customer behavior is critical. The study employs a quantitative research approach, utilizing a structured questionnaire distributed to a sample of 384 customers. The data were analyzed using Spearman's correlation coefficient and regression analysis to test the hypotheses. The findings indicate a significant positive relationship between the quality of digital banking features and customer satisfaction, which in turn significantly influences customer loyalty. The results suggest that Melli Bank should prioritize the enhancement of digital banking services and customer satisfaction strategies to foster greater customer loyalty.