Author(s): Tina Seth, Nidhi Keshari, Soummya Chowdhury and Shankar Nath Jha
This research evaluates the relationship that contributes to customer satisfaction in the omnichannel banking environment with SOR framework. Through a robust analysis of 651 participants, using SEM the study reveals a significant and positive connection between the omnichannel integration quality and customer satisfaction. Furthermore, it sheds light on mediation role of perceived value and moderated mediation role of technological anxiety. The findings reveal the positive impact of omnichannel integration quality on perceived value, and subsequently, the influence of perceived value on overall customer satisfaction. A noteworthy contribution of this study is the identification of a partial mediating effect, highlighting the significant role of perceived value in shaping the ultimate satisfaction of omnichannel banking customers. Moreover, researchers also found that technology anxiety negatively moderates the relationship of omnichannel integration quality and customer satisfaction. These findings not only contribute to academic knowledge but also offer valuable insights for financial institutions and industry practitioners aiming to enhance customer satisfaction through effective omnichannel strategies. Additionally, this research informs strategic decision-making in the banking sector, guiding efforts to surpass customer expectations and cultivate enduring customer satisfaction in the ever-evolving landscape of omnichannel banking.