Thesis Abstract

Abstract
Digital transformation has become a crucial aspect of the banking sector, revolutionizing the way financial institutions interact with customers. This thesis aims to analyze the impact of digital transformation on customer satisfaction in the banking sector. The study begins with an exploration of the background and context of digital transformation in the banking industry, highlighting the rapid advancements in technology that have reshaped customer expectations and preferences. The problem statement underscores the need to understand how digital initiatives influence customer satisfaction levels in banking. The objectives of the study are to assess the extent to which digital transformation initiatives have enhanced customer satisfaction, identify the key factors driving customer satisfaction in the digital era, and evaluate the challenges and limitations faced by banks in implementing digital strategies. The scope of the study focuses on commercial banks and their digital transformation efforts, considering both online and mobile banking services. The significance of the study lies in providing insights for banks to improve customer satisfaction through effective digital strategies. The literature review delves into ten key areas, including the evolution of digital banking, customer-centric approaches in the digital age, technological innovations shaping the banking sector, and the impact of digital channels on customer experience and satisfaction. The research methodology section outlines the approach, research design, data collection methods, sampling techniques, and data analysis procedures employed in the study. It also discusses the ethical considerations and limitations encountered during the research process. The findings chapter presents a comprehensive analysis of the data collected, highlighting the positive effects of digital transformation on customer satisfaction metrics such as convenience, accessibility, personalization, and service quality. It also addresses challenges faced by banks in meeting customer expectations in the digital realm. The discussion section interprets the findings in relation to existing literature, offering insights into the strategies that banks can employ to enhance customer satisfaction through digital transformation initiatives. In conclusion, this thesis underscores the critical role of digital transformation in shaping customer satisfaction levels in the banking sector. By embracing innovative technologies and customer-centric approaches, banks can build stronger relationships with customers, improve service delivery, and drive business growth. The study contributes to the existing body of knowledge on digital banking and offers practical recommendations for banks seeking to optimize customer satisfaction through digital initiatives. Keywords Digital Transformation, Customer Satisfaction, Banking Sector, Technology, Customer Experience, Innovation.

Thesis Overview

The research project titled "Analyzing the Impact of Digital Transformation on Customer Satisfaction in the Banking Sector" aims to investigate the influence of digital transformation on customer satisfaction within the banking industry. In recent years, the banking sector has witnessed significant changes driven by advancements in technology, particularly the shift towards digitalization. This transformation has revolutionized the way banks interact with their customers, offering new channels for service delivery and enhancing customer experiences. The research will explore how digital transformation initiatives, such as online banking platforms, mobile applications, chatbots, and artificial intelligence, impact customer satisfaction levels. By examining the adoption and utilization of digital banking services by customers, the study seeks to identify the key drivers that contribute to increased satisfaction and loyalty among bank customers. The project will utilize a mixed-method research approach, combining quantitative surveys and qualitative interviews with bank customers to gather data on their perceptions and experiences with digital banking services. The quantitative analysis will focus on measuring customer satisfaction levels before and after the implementation of digital transformation initiatives, while the qualitative interviews will provide insights into the factors influencing customer satisfaction. Key areas of investigation will include the ease of use and functionality of digital banking platforms, the availability of personalized services, the security and privacy of customer data, and the overall convenience of digital banking channels. By examining these factors, the research aims to provide valuable insights for banks looking to enhance their digital offerings and improve customer satisfaction levels. Ultimately, this study seeks to contribute to the existing body of knowledge on the impact of digital transformation on customer satisfaction in the banking sector. By identifying best practices and strategies for optimizing digital banking services, the research aims to help banks better understand customer needs and preferences in the digital age, ultimately leading to improved customer satisfaction and loyalty.