Abstract
Online payment is a trend that is gaining momentum globally. As a result of digitisation, the advent of online banking has increasingly made its way into the modern marketplace, serving not only customers but also corporations. The primary data were gathered from 287 participants. Stratified random sampling was used. Structure Equation Modelling (SEM), reliability, convergent, discriminate validity and model fitness were achieved through SmartPLS 3 (Christian M. Ringle, Germany). The findings reveal that efficiency, reliability and service quality have a significant direct effect on customer satisfaction and customer retention. It also shows the significant effect of efficiency, reliability and service quality when using customer satisfaction as a mediator for customer retention. It is possible that the data gathered may be valuable for both banks and enterprises interested in entering the Indian market. This research also specifies four main components of E-banking: efficiency, reliability, service quality and customer satisfaction.
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