ENHANCING CUSTOMER EXPERIENCE THROUGH DIGITALIZATION IN ALGERIAN BANKS

Aboubaker Khoualed E-mail: [email protected] Associate Professor at the Department of Economic Sciences Badji Mokhtar–Annaba University Annaba, Algeria https://orcid.org/0009-0004-0042-0184 Hassiba Almi E-mail: [email protected] Associate Professor at the Department of Economic Sciences Badji Mokhtar–Annaba University Annaba, Algeria https://orcid.org/0009-0001-7560-754X Khayreddine Bouzerb E-mail: [email protected] Associate Professor at the Department of Economic Sciences at Mohamed Seddik Ben Yahia University Jijel, Algeria https://orcid.org/0000-0003-4096-7497 Sami Labidi E-mail: [email protected] Doctor of Commercial Sciences, Department of Commerce Badji Mokhtar–Annaba University https://orcid.org/0000-0002-3525-6458 Abstract: Customers in Algeria are having their experiences with financial services transformed due to the digital transformation that is now taking place in the banking sector throughout the country. This trend is driven by the introduction of new technologies and digital solutions designed to improve the user experience in terms of ease, efficiency, and customisation. This article will analyse the impact that digitalisation has had on banking services, with a particular emphasis on how innovations have created banking services that are more customer-oriented and accessible. Nevertheless, the move is not without difficulties: the old infrastructure, the inadequate digital literacy among consumers, and the concerns about data security are all serious difficulties that banks must overcome. When fully fulfilling the promise of digital banking in Algeria, addressing these concerns will be paramount. The study presented valuable insights regarding how customer involvement and happiness might be improved. By identifying successful digital efforts that put banks on a route to manage these issues, the paper provides advice to be put into practice. Initiatives such as targeted digital literacy programs and partnerships with fintech companies have the potential to become crucial in establishing a banking environment that is both safer and more welcoming to all individuals. In addition, the findings of this study suggested that digital banking services should be developed with the end users in mind; hence, innovation will be necessary for a diverse consumer base. Consequently, the findings of this research would culminate in a recommendation for Algerian banks to develop appropriate levels of digitalisation to guarantee the loyalty of their customers and to create a banking environment that is both safer and more efficient. Keywords: Digital Banking, Customer Experience, Digital Transformation, Algerian Banks. JEL classification: G21, O33, L86, D83.