FACTORS AFFECTING DIGITAL CUSTOMER EXPERIENCE IN BANKING SECTOR: CASE STUDY ON BANKS IN SAUDI ARABIA

Usama Mohammed Shamma, Geneva Business School, Geneva, Switzerland

Published in

INTERNATIONAL JOURNAL OF BUSINESS RESEARCH
Volume 19, Issue 1, p43-50, March 2019

ABSTRACT

In today’‘s highly competitive market, differentiation from competitors through banking products and services alone is not possible. Although the bank can continue to innovate but any new product can be quickly imitated. With digital revolution, the digital customer experience becomes a key in engaging with customers; meet the customer needs and wants which will lead to customer satisfaction and their loyalty and thus the banking profitability. The paper identified if there is a gap between customer expectations and actual service perception using digital banking services through the bank electronic channels that leads to customer dissatisfaction and declined digital customer experience problem in Saudi Arabia banks, and figure out the factors influencing this gap, and then recommend solution to close this gap.

Keywords

Digitalization; Digitization, Digital Transformation; DigitizeTheBank, Customer Experience; Customer Journey; Customer Satisfaction; Customer Expectation; DX; DCX; e-Banking; electronic channels; IoT; SMS; Branch; Big Data; VOC; customer centric; multi ch


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