Abstract

The rapid digitalisation of the Indian banking sector has significantly transformed financial service delivery and customer behaviour. This study examines the impact of banking digitalisation on customer behaviour with special reference to Panjab National Bank (PNB), Bhagalpur, while situating the analysis within the broader framework of Global Value Chains (GVCs). The research explores how digital banking services such as mobile banking, internet banking, Unified Payments Interface (UPI), and ATM automation influence customer satisfaction, usage patterns, and trust. Primary data were collected through structured questionnaires from 120 customers of PNB Bhagalpur, supported by secondary data from RBI reports and bank publications. Statistical tools such as percentage analysis, mean scores, and correlation were applied. The findings reveal that digital banking significantly enhances customer convenience, reduces transaction time, and improves accessibility, thereby positively influencing customer satisfaction and behavioural intentions. However, concerns related to cybersecurity, lack of digital literacy, and infrastructural limitations remain critical challenges. From a GVC perspective, digital banking strengthens financial integration, facilitates cross-border transactions, and enhances India’s participation in global financial networks. The study concludes that while digitalisation is a key driver of efficiency and inclusion, policy interventions are necessary to address digital divides and security concerns.

Keywords: Banking Digitalisation, Customer Behaviour, Financial Inclusion, Global Value Chains, Digital Banking, Customer Satisfaction, PNB Bhagalpur