Publication

Abstract : The rising global consciousness around sustainability has prompted institutions, including banks, to take action towards reducing their carbon impact. However, the banking process in India has contributed to a range of environmental issues such as climate change and pollution. To address these concerns, the concept of sustainable banking, also known as Green banking, presents a viable solution that can have a positive impact on customer satisfaction and overall quality of life. But for this approach to be successful, it is crucial to garner customer approval and satisfaction with Green banking initiatives. This will require banks to gain a deep understanding of customer expectations, perceptions, and the potential barriers to implementing sustainable practices. This paper focuses on integrating Expectancy Disconfirmation Theory into the context of India's largest public sector bank, the State Bank of India (SBI), specifically in the state of Kerala. Despite the anticipation of reduced footfall in physical branches and increased adoption of electronic banking, many customers still prefer in-person transactions. Reasons for this include a lack of awareness about digital options, concerns about data security, the need for personal assistance, especially in complex transactions, and a preference for local languages in digital channels. In Kerala, visiting bank branches in person for various transactions is a customary practice. The theoretical analysis begins by examining customer’s opinions differences to gauge satisfaction levels. ‘‘The paper also presents evidence from SBI in Kerala, highlighting dissatisfying factors in green banking practices and addressing major challenges faced in their implementation."