Customer Experience Transformation in Digital Banking: An Empirical Investigation

The rise of digital banking has transformed financial services, reshaping customer interactions, satisfaction, and loyalty. This study empirically investigates the key drivers of customer experience in digital banking using responses from 150 customers. A multiple regression model, one-way ANOVA, and factor analysis were applied to test the impact of convenience, security, service quality, personalization, and trust on overall customer satisfaction. Results indicate that service quality and trust significantly enhance customer satisfaction, while convenience and security play a less direct role. Advanced analysis confirms that customers with higher trust levels report greater satisfaction and that digital banking experiences can be explained by two underlying dimensions: security orientation and personalization vs. convenience trade-offs. These findings highlight the importance of customer-centric strategies and suggest pathways for financial institutions to strengthen digital engagement.