This study investigates the impact of digital banking features on customer loyalty and retention in Thoothukudi district. With the rise of digital banking, this research explores how mobile banking, UPI transactions, and online banking services influence customer satisfaction, trust, and loyalty. A sample of 80 respondents was analyzed using various methods, including ANOVA and Chi-Square tests. The findings reveal that factors such as customer service, convenience, and security play significant roles in fostering customer loyalty. However, demographic factors like age, gender, and occupation were found to have no significant relationship with customer perceptions or loyalty toward digital banking services.