Name: Lovleen, Ashwani Kumar Bhalla, Bhawdeep Singh Tanghi
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 16-25
DOI: https://doi.org/10.5281/zenodo.16607653

ABSTRACT
Although the delivery of financial services has changed due to the quick development of
digital banking, consumer concerns about data privacy, trust, and user retention still exist. In
the context of digital banking, this study investigates the effects of perceived utility, privacy
concerns, and confidence in digital platforms on user retention. The study used reliability
analysis and descriptive statistics to investigate user impressions using data from a sample of
350 respondents. The results show that perceived utility is a key factor in determining
sustained usage intentions, but privacy concerns have a small impact on trust levels.
Transparent communication and strong data protection measures should be financial
institutions' top priorities, as trust in digital platforms was found to be a significant factor in
user retention. The study has important managerial ramifications for banks looking to boost
customer confidence and guarantee sustained involvement. Lastly, to gain a better
understanding of user loyalty dynamics in digital banking, future study might look at
demographic moderators and incorporate behavioural models.
Keywords:
Digital Banking, Privacy Concerns, Trust, User Retention, Perceived Usefulness