DIGITAL TRANSFORMATION IN BANKING: ENHANCING CUSTOMER EXPERIENCE THROUGH TECHNOLOGY-AN EMPIRICAL STUDY

Digital transformation has revolutionized the banking industry, reshaping customer expectations and redefining service delivery. This study examines the role of technology in enhancing customer experience, focusing on innovations such as mobile banking, artificial intelligence (AI), blockchain, and data analytics. By integrating these technologies, banks aim to deliver personalized, efficient, and secure services, which are essential to meeting evolving customer needs and driving loyalty. The research highlights the influence of digital tools on customer satisfaction, accessibility, and engagement, and addresses challenges like data security and digital literacy. Findings suggest that a well-executed digital transformation strategy can lead to improved customer experiences, operational efficiency, and competitive advantage in a rapidly evolving financial landscape. This paper also discusses the implications of these technological advancements on customer trust and long-term loyalty in digital banking. Keywords: Digital Transformation, Customer Experience, Mobile Banking, Artificial Intelligence, Blockchain, Data Analytics