Chiba, Manoj2026-03-232026-03-232026-05-052025*A2025http://hdl.handle.net/2263/109113Mini Dissertation (MBA)--University of Pretoria, 2025.This study examines the moderating role of digital service quality in the relationship between digital adoption and retention within South Africa's retail banking sector. Grounded in an adapted Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research investigates how digital trust mediates relationships between service quality and retention behaviours across diverse digital literacy segments. A quantitative, cross-sectional design was employed and structured questionnaires were administered to 166 banking customers using MS Forms and social media platforms, across three major Metropolitan areas in South Africa. Data was analysed using covariance-based structural equation modelling (CB-SEM). Findings reveal moderate digital adoption (M=3.27) characterised by superficial engagement, below-neutral service quality perceptions (M=2.52), and critically low retention intentions (M=1.95) despite reasonable competence trust. Unexpectedly, digital trust negatively correlated with retention intentions (r=–0.322, p<0.01), challenging conventional loyalty theories. The study demonstrates that technical excellence alone proves insufficient for retention without addressing integrity trust deficits, privacy concerns, and emotional engagement mechanisms in the emerging market context.en© 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.UCTDDigital banking adoptionUTAUT frameworkDigital trustCustomer retentionService qualitySouth AfricaMini Dissertationu24078982