Customer Satisfaction as a Mediator Between Digital Banking Service Quality and Retention: An Empirical Study in Uttarakhand Cooperative Banks

Abstract This study explores the mediating role of customer satisfaction in the relationship between digital banking service quality and customer retention within cooperative banks in Uttarakhand, India. As cooperative banks increasingly adopt digital platforms, understanding how service quality influences customer loyalty through satisfaction becomes essential. Using a quantitative approach, the study analyzes responses from 400 customers across urban and rural branches. Findings reveal that customer satisfaction significantly mediates the impact of digital service quality on retention, offering strategic insights for enhancing digital banking experiences. Keywords: Digital Banking, Service Quality, Customer Satisfaction, Customer Retention, Cooperative Banks