Customer Satisfaction Through Green Banking Initiatives: An Empirical Analysis

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Volume-XVIII, Issue-II, Jul.-Dec. 2025
Submission : Call for Paper Srusti Management Review, Vol. XVIII, Issue-II, Jul.-Dec. 2025, Last Date of Submission: 21.09.2025

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Year	2025
Volume/Issue/Review Month	Volume-XVIII \| Issue-II \| Jul.-Dec.
Title	Customer Satisfaction Through Green Banking Initiatives: An Empirical Analysis
Authors	Shafqat Ali, Dr. Tej Bahadur Kannaujiya
Broad area	Marketing
Abstract	As a step towards sustainable development, globalization of financial institutions has adopted green banking practices to minimize environmental impacts while continuing to provide digital banking services seamlessly. Aspects concerning customer satisfaction as influenced by green banking initiatives in scheduled commercial banks in eastern Uttar Pradesh are discussed in the paper. This paper examines how some green banking attributes-security and trust, ease of use and value creation, environmental, and social concerns-permit satisfaction among customers; a sample of 162 respondents was taken. Using descriptive statistics, it was found that the level of satisfaction of customers is a bit high on "Ease of Use and Value Creation" (mean = 4.01), followed by "Security and Trust" at 3.77, and "Environmental and Social Concern" with a mean score of 3.52. All three attributes are indicative of being significant in determining overall satisfaction with ? = 0.335 indicating importance to the model, p < 0.01 for security and trust factors, respectively. These findings underscore the urgency of giving prime importance to strong security features and user-friendly interfaces to increase customer confidence and activations in green banking. Even though there might be a relatively lesser effect of environmental concerns, they are integral to customer satisfaction, so banks must integrate them into their bigger corporate social responsibility frameworks. This study contributes to the understanding of how customers perceive green banking and provides insights for banks on how to optimize service quality and loyalty through eco-friendly practices. Future research should explore customer satisfaction regarding green banking in various regions, and further variables affecting consumer perceptions.
DOI	https://doi.org/10.63340/SAMT/100000011
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