The article explored the effect of the moderating impact of customer satisfaction on technological readiness of omnichannel banking on the performance of pharmaceutical retailing in Odisha amidst the changing digital environment. Specifically, the study aimed at evaluating the influence of technological readiness on the transaction efficiency, payment processing, inventory coordination, accessibility, and customer engagement in the pharmaceutical retail sector. Explanatory research approach was used for the study. Data for the analysis were collected from retail pharmacists, store managers, wholesalers, and consumers associated with pharmaceutical retailing and banking activities in Odisha. In this case, technological readiness was seen as the main independent variable while customer satisfaction was the moderator. Structural equation modelling and confirmatory factor analysis were conducted using SPSS (Statistical Package for the Social Sciences) and AMOS (Analysis of Moment Structures) software to examine the stated hypotheses. Results showed that the level of technological readiness had significant impacts on performance of pharmaceutical retailing due to digital transactions facilitated by various banks. The findings revealed that customer satisfaction moderated the link between technological readiness and retail performance, thereby improving the efficiency of omnichannel banking programs. It was observed that customer-oriented digital banking systems acted as an important element in improving the performance and quality of retail operations. This research adds value to the body of knowledge regarding omnichannel banking and retail digitalization in the pharmaceutical retail sector, in general, by providing a theoretical framework on the basis of technological readiness, customer satisfaction, and pharmaceutical retail performance, in particular.
