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In the ever fast-changing modern world, through the use of digital banking services (DBS), the old concept of banking in a traditional way has been completely changed. It was made possible through the use of modern artificial intelligence embedded technologies. It was done to meet the ever-growing demands of customers through more user-friendly and time-saving uses of technologies. This paper aims to uncover and analyse the factors affecting the adoption of digital banking services by rural micro small and medium enterprises (MSMEs). MSME is one of the most active sectors in India. It plays an important role in the economic development of the country through exports and domestic supplies and by creating employment opportunities.

The study was conducted using a questionnaire survey. In total, 148 rural MSME owners were considered for the analysis in this study. Rural MSMEs in India are way behind in using digital banking services than their urban counterparts. The present study uses IBM SPSS and AMOS to shed light on the prevalent factors that influence the attitude to use digital banking services.

It is found out that convenience (which includes perceived usefulness and perceived ease of use), perceived self-efficacy, demonetization, performance expectancy and pandemic effect have a significant effect on the attitude to adopt DBS. The findings of the study will provide deeper insights for the banks as well as different government agencies to revamp their strategies in changing the financial landscape of the country through a “cashless economy”.

Demonetization, a boom in eCommerce in India, pandemic-related lockdowns or restrictions and the government’s push for the digital economy will aid the use of DBS at a faster pace. The outcome of the study will help both the government and the financial institutions to chalk out strategies to cater to the rural MSMEs in embracing DBS.

The use of digital services for banking in India is in a nascent stage, but the rate of adoption is increasing at a cyclonic speed. Affordable electronic devices, cheap internet and different medium of using DBS are fuelling the rapid increase; yet, limited research focuses on the differences in the rate of acceptance of digital banking services concerning rural MSMEs.

In this paper, the authors investigated the impact of quality digital banking services delivered during the COVID-19 pandemic on customers' satisfaction and retention intentions.

This study combined constructs drawn from the E-S-QUAL and BSQ models to measure the impact of digital banking services on subscribers of digital banking services in Ghana. The study utilized structural equation modeling with partial least squares (PLS-SEM) to analyze 395 responses.

Results revealed a significant direct effect between digital banking services satisfaction and customer retention decision. The results also revealed that digital banking services quality dimensions such as ease of use, efficiency, privacy/security and reliability impact customers' satisfaction and retention intentions.

Digital banking service portfolios and their quality dimensions vary among banks. This offers an opportunity for banking institutions and other non-bank financial service providers to be wary of the impact of quality service delivery on customers' decisions. This paper makes significant theoretical contributions and practical implications on the relevance of quality digital banking services in customers' retention strategies for competitive advantage.

This study has underlined the significance of quality digital banking services in developing countries. The study underscored the need for banking and non-bank financial institutions to embrace the much-anticipated quality service demanded by customers and the need for continuous service improvement relative to the growing deployment of financial technologies.

Purpose: Thanks to the Fourth Industrial Revolution and the digital economy, digital banking has become an attractive business trend. Moreover, the spreading of the Covid-19 virus worldwide over the past two years has boosted the digitalisation of banking services. The development of digital banking is now becoming an uncontroversial issue that will attract the concern of scholars, bank managers, and policy-makers.

Methodology: As an emerging country with a young population having significant digital appliance joy, Vietnam will be a perfect case study to research the development of digital banking. Besides, digital banks, as well as the appliances of artificial intelligence (AI) in the banking sector, have appeared in Vietnam’s banking system at several different levels.

Findings: Moreover, most commercial banks in Vietnam are now in the race to complete their digital services to provide innovative digital banking services that add more value to their clients. Hence, the chapter will describe the overall picture of Vietnam’s current digital banking market.

Implications: Based on the crucial features of the operations of several digital banks and the appliances of AI in the digital banking sector in Vietnam during the chosen period, the author would like to give information on the potential of the Vietnamese digital banking market and suggest the key policies which the Vietnamese government should consider to support the digital transformation of the banking sector in Vietnam.

Purpose: The advent of the fintech revolution has brought a tremendous increase in the dissemination of digital financial services. Although digital financial services increase financial inclusion through financial intermediation, it also increases the chances of systematic risk.

Need: In the quest to satisfy the curious minds, the authors have examined the influence of digital financial services on banking stability and efficiency.

Methodology: To achieve the above objectives, the authors have used the Auto-Regressive Distribution Lag (ARDL) estimation technique on the annual data set of India and the United States from 2004 to 2018. In addition, to estimate the long-run cointegration, the ARDL bound approach is also used.

Findings: The empirical analysis concludes that in the short run, the expansion of digital financial services in India in the form of internet-based transactions and mobile money transactions creates a negative and significant impact on banking efficiency and stability. Meaning, banking sector efficiency and stability fall by 0.09% and 0.05% with a 1% increase in digital financial services. However, in the long run, digital financial services enhance banking stability and efficiency in India. Besides, the study also reveals that in a developed country like the United States, both in the short run and long run, expansion of digital financial services helps in improving banking efficiency and stability. Furthermore, in context to control variables, the findings suggest that in the short run, industrial productivity has a negative influence on the Indian banking sector efficiency and stability, compared to the positive impact in the long run. This is unlike the United States, where both in the long-run and short-run, industrial productivity has a positive influence on the banking sector’s efficiency and stability.

Practical implication: The findings reveal several policy implications and suggest policy synergies between digital financial services, banking stability and efficiency.

The current study aims to examine the influence of smart mobile banking services (SMBS) on senior clients’ intention to use banking applications through the moderating role of digital accounting. For that sake, features of SMBS were adopted and included (convenience, security, trust and ease of use).

Quantitative approach was used through adopting a questionnaire as a tool of study. The questionnaire was built by researcher through the aid of previous studies; the questionnaire was distributed on a convenient sample of senior bank clients who were above 60 years old as according to UNCEF. After application process, researcher retrieved (306) properly filled questionnaires and SPSS was used to screen and analyze gathered primary data. It is worth mentioning that Cronbach’s alpha scored higher than 0.70 which guaranteed the reliability and consistency of study tool.

Results of the study indicated that SMBS influence senior clients’ intention to use these applications and this influence is moderated by ramifications of digital accounting. It appeared that features of SMBS were mainly ease of use and trust, which can effect on how senior clients are convinced to use SMBS. Digital accounting appeared in the sense of guaranteeing a high level of stability and accountability to use SMBS through security, easy access, continuous update and valid presentation of application contents. Results of hypothesis testing accepted the main hypothesis which argued that there was a statistically significant influence of SMBS on senior clients’ intention to use, with a value of (R² = 0.73, p = 0.5). Based on such results, the study recommended that bank managers should focus on providing reliability and privacy by introducing digital accounting practices in a deeper way to ensure efficiency, reliability and compatibility in the banking services provided.

Limitations of current study were presented through the application on senior clients who were above 60 years old according to UNICEF. As for the practical implications of study revealed that understanding the factors that influence senior clients’ intention to use SMBS can help banks develop strategies to improve their experience with the banking service. For example, if digital accounting is found to be a significant moderating factor, banks can invest in digital accounting solutions to provide a more user-friendly interface for senior clients. As for theoretical implications, the study can extend the technology acceptance model by examining the moderating role of digital accounting in the relationship between SMBS and senior clients’ intention to use. This can contribute to a better understanding of the factors that influence technology adoption among senior clients.

The originality of current study is that it focuses on the use of SMBS, which is a relatively new technology that has gained significant popularity in recent years due to its convenience and accessibility. Also, the study examines senior clients, who are an important demographic for the banking industry, as they represent a large portion of the population that is more likely to face challenges in adopting new technologies.

This study aims to develop a customer-centric model based on an online customer experience (OCE) construct relating to e-loyalty, e-trust and e-satisfaction, resulting in improved Net Promoter Score for Indian digital banks.

This study used an online survey method to gather data from a sample of 485 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using partial least squares structural equation modelling to further investigate the research hypotheses.

The main factors determining digital banks’ OCE were perceived customer centrality, perceived value and perceived usability. Additionally, relevant constructs were evaluated using importance-performance map analysis.

This study used convenience sampling for the urban population using digital banking services; therefore, the outcome may be generalized to a limited extent. To further strengthen digital banking, it would be valuable to imitate studies in other countries.

There is a lack of research on digital banking and OCE in India; thus, this study will help rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between online customer satisfaction, loyalty, trust and the bottom line of financial institutions using these factors as dependent variables instead of traditional measures.

This paper aims at analysing the socio-economic characteristics, mobile phone ownership and banking behaviour as key determinants of digital financial inclusion in India.

This study is based on the Global Findex Survey of the World Bank covering 3,000 adult individuals in India. Simple statistical tools such as descriptive statistics, chi-square test and regression analysis with a marginal effect have been used for the data analysis.

About 35.2% of respondents have reported using digital financial services in the country. There is a significant association between the socio-economic profiles of individuals with the adoption of digital financial services in terms of gender, age, education, occupation and income. The marginal effect indicates that socio-economic factors, mobile phone ownership and banking behaviour of individuals towards borrowings and savings have indicated significant influence on digital financial inclusion. The analysis depicts that male with higher age, education, working status and higher income are more likely to adopt digital financial services. Further, individuals with mobile phone ownership and utilising banking in terms of borrowings and savings are more likely to adopt digital financial services.

As digital banking services have emerged as a preferred channel for financial service delivery, this study provides timely insights on developing user driven-strategies for promoting digital financial services.

Socio-economic characteristics, mobile phone ownership and banking behaviour are critical determinants of financial inclusion, so assessing its implications in the era of digitisation becomes imperative.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-10-2022-0673.

Various digital banking platforms (website and apps) are offered to bank customers in order to create an experiential service, which is essential in retaining customers and generating brand bank loyalty. The current study aims to examine the dynamics of customer emotional experience generated during digital banking service delivery and investigate the effect of customer psychological engagement with various digital platform types on brand bank loyalty creation.

A conceptual framework was constructed. Data were collected from digital banking customers through a web-based survey conducted via an online Internet panel. It involved 502 participants. The study employs a path analysis method using structural equation modeling.

The empirical results suggest that there are two paths from emotional attachment to bank loyalty: a direct path and an indirect path shaped by customer psychological engagement with service platforms. Additionally, it was found that the digital platform (website vs apps) used by the customer determined the magnitude of the impact of emotional attachment to the bank on psychological engagement with service platforms.

This research claims that features of digital banking services are sufficient to enhance affective brand responses and maintain long-lasting relationships with customers. Using experiential services and psychologically engaging the customers, this goal can be achieved. Additionally, well designed apps can improve interaction with services and subsequently enhance loyalty.

This study facilitates a better understanding of the customer's emotional–psychological state during engagement with digital service delivery. Its novelty and contribution to the literature focus on the notion that the impact of emotional attachment on bank loyalty is mediated by experiential psychological engagement with the digital platform and moderated by the type of digital platform used.

Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.

This study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.

Three key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.

This study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.

This study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.

While previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explores how traditional and app-only banks strategically position their brands. The key argument is that understanding the changing landscape of banking and the impact of technological advancements is crucial for banks to navigate the challenges and opportunities presented by fintech and digital transformation.

This study examines literature and practices to develop a typology of banks, describing their characteristics, strengths, weaknesses and providing examples. It also proposes new research agendas for scholars and practitioners in the field.

This paper introduces a typology of banks based on their adoption of fintech and digital technologies. Three distinct types of banks are identified: Traditional banks adopting FinTech (TBAF), Traditionally Driven Neo Banks (TDNBs) and Digitally Driven Neo Banks (DDNBs). TBAF are traditional banks that have embraced fintech solutions to enhance their operations and customer experiences. TDNBs represent a hybrid model, combining the trusted brand and infrastructure of traditional banks with the digital capabilities and agility of neo banks. DDNBs are purely digital banks that operate exclusively online, offering innovative and user-friendly banking services.

This study is a pioneering work that classified banks based on their utilization of fintech and digital technologies. The study provides a typology of banks based on fintech adoption, offering valuable insights for bank managers, policymakers and researchers. The research also outlines a research agenda, suggesting future investigations to further enhance understanding of the evolving banking landscape and its implications.