Digital Transformation in Banking and Its Impact on Customer Experience: A Literature Review on Satisfaction and Loyalty
Abstract
Digital transformation in the banking industry has brought significant changes in the way banks interact with customers, but its impact on customer satisfaction and loyalty still requires a deeper understanding. This research aims to analyze the impact of the digitalization of banking services on customer satisfaction and loyalty. The method used is a literature review by analyzing related literature and relevant theoretical approaches to understand the dynamics of change in the banking sector. The research results show that the implementation of digital technologies such as mobile banking applications and artificial intelligence (AI) can enhance customer satisfaction through ease of access, security, and service personalization. Furthermore, customer loyalty is formed through the quality of digital interactions that create comfort and emotional connections. The implications of this research indicate that banks need to focus on digital innovations that prioritize customer experience to build long-term relationships and competitive advantages in the digital era.
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