FINTECH-ENABLED BANKING SERVICES AND CUSTOMER RETENTION: A STUDY OF CHENNAI

he rapid growth of Financial Technology (FinTech) has transformed the banking industry by offering innovative digital services that improve customer convenience, efficiency, and accessibility. Private sector banks have
increasingly integrated FinTech solutions such as mobile banking, internet banking, digital wallets, Unified Payments Interface (UPI), artificial intelligence (AI)-based customer
support, and contactless payment systems to enhance customer experience and strengthen customer retention. This study examines the influence of FinTech-enabled banking services
on customer retention among private sector bank customers in Chennai. The study aims to identify the factors affecting customer retention, including service quality, security, ease of use, trust, and customer satisfaction. A descriptive research design is adopted, with primary data collected from 200 respondents through a structured questionnaire using convenience sampling. Statistical tools such as percentage analysis and the Chi-square test are proposed to analyze the data. The findings are expected to show that effective FinTech integration positively influences customer satisfaction and loyalty, thereby improving customer
retention. The study offers valuable insights for banks to develop customer-centric digital strategies that enhance long-term relationships in an increasingly competitive banking environment.