Abstract

Traditional banks are investing heavily in digital technologies such as the Internet of Things (IoT) to create services that will enable digital transformation. The digital banking services facilitated by IoT, “Bank of Things”, are a focused area of IoT that could potentially transform all operations of banking. Making a successful banking IoT service requires customer-centric thinking and careful planning. Based on the literature review a conceptual framework was derived, and a survey was conducted to identify the factors that are important in enhancing the customer digital banking experience. By identifying the factors that affect the use of digital services, banks can improve their services and enhance the customer experience. Based on the results from prior research studies that have explored factors effecting customer experience in fintech and digital only banking, a conceptual framework was developed, which included the following factors: ease of use, perceived value, firm reputation, speed, features, personalized rewards, and social influence. This study extended the conceptual framework to include two additional factors: reliability and perceived risk. Results from our study are based on 112 respondents around the world who participated in the survey via LinkedIn. Firm reputation, reliability, and ease of use were ranked as the top three factors that are positively associated with customer experience, while perceived risk had a negative influence and was least significant. The results indicated that when customers perceive a bank as trustworthy, reliable, and having good services, they tend to feel more confident in their decisions and less apprehensive about potential risks. This insight is crucial for banks and practitioners, as it directs attention to areas that have a significant impact on the customer experience. By ranking the factors this study suggests a level of prioritization, emphasizing that some factors had a more substantial impact than others. This information is valuable for decision-makers at the banks who may need to allocate resources or focus efforts on aspects that have the greatest influence on the desired outcomes. The study’s insightful recommendations, such as the focus on technological advancements, personalized customer assistance, and global financial accessibility, provide actionable insights for the bank's strategic planning. The findings and recommendations serve as a roadmap for banks to optimize their digital banking services, fostering stronger customer relationships and maintaining a competitive edge in the rapidly evolving financial technology landscape. While the study’s findings shed light on the dynamics of digital banking and customer experience, it is important to acknowledge the limitations of our study. The sample size of our study, though sufficient for certain analyses, may limit the generalizability of our findings. A larger and more diverse sample could provide a broader perspective on digital banking services' impact on customer experience. Results from our study are based on 112 respondents around the world who participated in the survey via LinkedIn. Firm reputation, reliability, and ease of use were ranked as the top three factors that are positively associated with customer experience, while perceived risk had a negative influence and was least significant. The results indicated that when customers perceive a bank as trustworthy, reliable, and having good services, they tend to feel more confident in their decisions and less apprehensive about potential risks. This insight is crucial for banks and practitioners, as it directs attention to areas that have a significant impact on the customer experience. By ranking the factors this study suggests a level of prioritization, emphasizing that some factors had a more substantial impact than others. This information is valuable for decision-makers at the banks who may need to allocate resources or focus efforts on aspects that have the greatest influence on the desired outcomes. The study’s insightful recommendations, such as the focus on technological advancements, personalized customer assistance, and global financial accessibility, provide actionable insights for the bank's strategic planning. The findings and recommendations serve as a roadmap for banks to optimize their digital banking services, fostering stronger customer relationships and maintaining a competitive edge in the rapidly evolving financial technology landscape. While the study’s findings shed light on the dynamics of digital banking and customer experience, it is important to acknowledge the limitations of our study. The sample size of our study, though sufficient for certain analyses, may limit the generalizability of our findings. A larger and more diverse sample could provide a broader perspective on digital banking services' impact on customer experience.

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