Hailemariam Kebede (PhD)Bezawit Asefa2025-08-022025-08-022024-09https://etd.aau.edu.et/handle/123456789/5996In the financial sector, digital transformation is critical, driven by the need to provide superior customer experiences and stay competitive. digital banking channels like ATMs, internet banking, and mobile banking have become integral to modern banking services. Trust, ease of use, and usefulness of digital banking platforms are critical factors in enhancing customer experience. The main objective of this study is to analyze the impact of trust, ease of use and usefulness of digital banking services (ATM, mobile banking and internet banking) on customer experience. The study took 328 sample customers of Awash bank and collected data from them using structured questionnaire. Likert scale data was collected on the independent variables and customer experience and then transformed to continuous data so that it can be analyzed using multiple linear regression model. The study used frequencies and percentages to describe the data and multiple linear regression model to analyze the effect of digital transformation on customer experience. The results obtained from multiple linear regression model revealed that trust on ATM, trust on mobile banking, trust on internet banking, ease of use of internet banking and usefulness of internet banking have statistically significant positive effect on customer experience. Enhancing trust on ATM, trust on mobile banking, trust on internet banking, ease of use of internet banking and usefulness of internet banking improves customers experience in the banking sector. Hence, it is recommended to the bank to work more on securing and adopt user-friendly digital banking platforms with services which meet its customers’ needs to stay competitive in the banking sector. Key words: Customer experience, trust, ease of use, usefulness, digital transformation, Awash bank.en-USThesis