THE IMPACT OF ONLINE COMMUNITY PLATFORMS ON PAYMENT BANKS: A STUDY IN PAYMENT BANKING
Pranam, Dr. Vinay K S
RV Institute of Management, Bengaluru., Karnataka
Abstract
The impact of online community platforms on customer engagement, trust, and satisfaction within the context of payment banks in India has been studied in this research. A descriptive and analytical research design was used to collect information from 100 users of payment banks through structured online questionnaires. The results showed that although online ad-related exposure had a significant impact on customers' decision to use payment bank services, student engagement with online platform engagement had no significant effect on trust or satisfaction. Similarly, usage frequency had no significance relating to engagement. On the other hand, age proved a significant predictor of engagement, with younger users showing the most responsiveness to digital opportunities. Overall and regardless of the hypothesis that were not statistically supported, the study still revealed a positive notion of online community platforms supporting customer experience. In conclusion, the evidence suggests that there can be value gained from community strategies in the newest products at payment banks, but will take time to develop in efficacy as advances in digital engagement continue to unfold. The role of payment banks will be by ensuring that community systems are built into a long-term relationship of services they innovate.
Keywords: Payment banks, online community platforms, digital banking, customer engagement, peer support, fintech, trust, customer satisfaction.
Journal Name :
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EPRA International Journal of Economics, Business and Management Studies (EBMS)
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Published on : 2025-06-15
Vol | : | 12 |
Issue | : | 6 |
Month | : | June |
Year | : | 2025 |