Evaluating the Impact of Financial Literacy and Cyber Security Perceptions on Customer Satisfaction with Online Banking Services in Pakistan

Abstract

Online banking is a source of executing all banking operations on a virtual basis; that means there is no need to visit the bank physically for any transaction or payment against utilities. This research has explored the scope of online banking in Pakistan, focusing on how depositors' behaviors influence their adoption of online banking services. The present study, therefore, has attempted to give an idea about the factors responsible for the engagement of users and their satisfaction in digital banking platforms in this context. The data used in this paper is primary in nature and has been collected through a structured survey with questionnaires from 234 participants comprising a diverse sample of students, professionals, and ordinary citizens. The research findings revealed that Cyber Security was the most influencing factor upon customer satisfaction; there was also a high correlation between perceived security measures and good user experiences. This result gave the leading role of robust security protocols a great significance in gaining confidence and encouraging people to use online banking services. In contrast, the influence of Financial Literacy on the level of satisfaction with online banking was statistically insignificant; while financial education is very important, it is not as central in shaping the user experience, at least when questions of security dominate. The findings of this study revealed that financial institutions in Pakistan need to give consideration to the enhancement of security and addressing customer's data protection concerns in order to develop a better level of satisfaction and increase online banking adoption. The non-significant influence of Financial Literacy suggests that further research is required for a better understanding of how financial literacy interacts with other influences on online banking. Future research should give more attention to these relationships and also consider the possible indirect influences of financial literacy on user engagement in the services of digital banking.