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Gaps in customer satisfaction with digital wallets: challenge for sustainability

Ramesh Kumar Bagla (Department of Marketing, Amity Business School, Noida, India)
Vivek Sancheti (Director, Decibelpro Pvt Ltd, Delhi, India)

Journal of Management Development

ISSN: 0262-1711

Article publication date: 25 June 2018

Issue publication date: 4 July 2018




The purpose of this paper is to examine the factors responsible for growing popularity of digital wallets in India and sustainibility challenges faced by this innovative product on account of gaps between expectations of the users and their satisfaction level with leading wallet brands like Paytm, Freecharge, Mobikwik and Oxigen.


The descriptive research is based on primary data collected with the help of a structured questionnaire from 313 respondents in National Capital Region of Delhi chosen through non-probability convenience sampling. The collected data were converted into data matrix using SPSS 23.0 software and inferential analysis was done.


Attractive cashback and rewards, ease of use, instant money transfer without using cash, relatively higher transaction security as compared to credit/debit cards and absence of any transaction fee are the factors responsible for growing use of digital wallets. However, there are gaps between customers’ expectations and the satisfaction level which pose a challenge for sustainibility of digital wallets.

Research limitations/implications

The study is limited to National Capital Region of Delhi for a specified set of factors considered important for customers’ satisfaction.


This paper offers fresh insights into the gaps between Indian customers’ expectations their satisfaction level with the leading digital wallet brands operating in India, which can be used to bridge these gaps for ensuring their long-term sustainability in a competitive environment.



Bagla, R.K. and Sancheti, V. (2018), "Gaps in customer satisfaction with digital wallets: challenge for sustainability", Journal of Management Development, Vol. 37 No. 6, pp. 442-451.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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