Digital financial services have gained great importance among the Indian consumers in the recent times. The impact of Covid 19 pandemic increased the usage of digital financial services widely all over the world, to limit the human contact. This paper presents a SERVQUAL based model to investigate the continuous usage of digital financial services by consumers in Gujarat. The study gives a deep insight on the relationship of five service quality dimensions (tangibility, reliability, responsiveness, empathy and assurance) towards the continuous usage of digital financial services. Primary data has been collected from 509 people from Gujarat through random sampling method. Quantitative survey has been conducted for collecting the data from the respondents. The data has been subject to statistical analysis using structured equation modelling approach. It is found that out of all the five-service quality dimensions three dimensions namely tangibility, empathy and reliability positively influence the users’ intention to use digital financial services continuously. Additionally, the moderating role of consumer demographic profiles in shaping the perceptions of service quality is also identified in this paper. It is clear that the demographic characteristics gender, age and income moderate the relationship between the service quality and intention of the consumers to use the digital financial services. The findings suggest digital financial service providers to improve their efficiency and sustainability in meeting the various needs of the Gujarat consumers.