Customers’ Digital Banking Experience: Abay Bank Managers’ Perceptions
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Date
2024-02-10
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A.A.U
Abstract
Digital banking is transforming the banking sector, as well as how banks generate profit and
provide services to their clients. With the help of self-service technology, the customer
experience becomes the central tenet of banks that have undergone a digital transformation. The
goal of this study is to examine how those contemporary technologies affect managers' opinions
of customers' experiences with digital banking. Because managers have direct contact with
consumers and obtain firsthand information, information gathered from them is essential to
improving customer satisfaction. An in-depth analysis of manager interviews at Abay Bank S.C.
has been conducted using a qualitative study methodology. The key research issues were
addressed in the study's conclusion, along with some suggested applications for financial
institutions. Banks should aggressively seek out the explicit and latent requests of different
customer groupings, as each customer contact data has the potential to become the source of
improving customer experience evaluation. Consumers expect to be able to choose between
human interaction and self-service technology. Sensitive topics may be handled by digital
solutions that have the maturity to provide security and trust as well as complex functionality.
Customers should be familiar with technology regardless of a financial institution's stage of
digital transformation, and ethical guidelines should be highly valued by banks in order to
promote transparent communication and a sense of value for all types of consumers.