A Study on Customers’ Awareness on India Post Payments Bank Services and Its Impact on Customers’ Satisfaction in Thoothukudi District

Abstract

The paper undertakes an empirical analysis to explore the relationships among customer awareness, usage level, and satisfaction with India Post Payments Bank (IPPB) services, an institution instrumental in India's push for financial inclusion. Drawing on a sample size of 465 respondents, the study employs robust statistical methods to validate the significance of these relationships. Results indicate a strong positive correlation between customer awareness and usage level of IPPB services, a moderately strong relationship between usage level and customer satisfaction, and a weaker, yet significant, relationship between awareness and satisfaction. Based on these findings, the paper proposes targeted recommendations, ranging from awareness campaigns and partnerships to user interface improvements and customer feedback loops, aimed at elevating both the service usage and customer satisfaction. The study adds significant value to existing literature and offers actionable insights for policymakers, banking professionals, and academia to improve digital banking strategies in India.