A Study on the Impact of Digital Transformation in the Banking Sector on Customer’s Experience
Keywords:
Digital Commitment, Customer Experience, Digital Trust, Digital Satisfaction, Digital Transformation.Abstract
The bank sector underwent enormous transformation with looming of digital technologies, fundamentally reshaping the delivery of financial services and experienced by customers. The current trends in digital banking are cloud computing, digitalization, real time payments, automation and like this. In India’s banking sector, digital payment is predicted to increase to $135.2 billion in 2023 and growing at a CAGR of 12.7% from 2020 to 2025.This paper aims to find the impact of digital transformation on customer experience within the banking industry. Furthermore, the paper analyses how digital transformation initiatives, such as mobile banking apps, peer-to-peer payments apps, AI-powered chatbots, and blockchain have revolutionized the way customers interact with banks. It explores the way technologies have enhanced the speed and efficiency of transaction, and account management processes, and enable personalised services tailored to individual customer’s needs. This paper focuses on Tirunelveli district respondents who are the users of digital banking. The variables are service quality (website organisation, reliability, responsiveness, user friendly, personal need, efficiency) and relationship quality (digital commitment, digital trust, digital satisfaction, digital loyalty). The primary data was collected with a structured questionnaire from 350 respondents. Chi square analysis done with the help of SPSS software. This research helped in better understanding of the customer's experience in advanced technologies. The findings shows that there is no association between relationship quality and demographic factors. The service quality differs from each bank with respect to website organization, efficiency, personal need, reliability and user friendly.
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