الملخص الإنجليزي
Abstract:
Purpose: This research studies the influence of digital banking on Customer Experience in the private banking sector in the Kingdom of Bahrain. it studies the relationship between customers’ perceived value, risk and cybersecurity, convenience, trust and innovation; and customer experience.
Design/Methodology/Approach: A 5-points Likert scaled questionnaire was distributed online to a sample of 387 customers and was chosen conveniently. Data has been entered and analyzed in (SPSS).
Finding: The results show that perceived value, cybersecurity and trust are critical factors in shaping the customer experience. The convenience alone is not critical in DB and has to be combined and complemented by other factors to reach customer satisfaction and loyalty. Innovative DB services enhanced customer satisfaction but did not retain customers.
Research limitations: the large size of the population intended for this study made it difficult to reach every item of the population and conduct a probabilistic sampling. The convenience method adopted can affect the generalization of the study results. Literature resources are limited to the e-library provided by the University of Bahrain.
Practical and social implications: Banks practitioners need to focus on improving the trust between customers and DB to maximize customers’ satisfaction. Investing in innovative banking services can significantly enhance the customer experience. Bank customers need to understand how e-channels have facilitated their banking experience and try to adopt digitalized banking services for a better banking experience.
Originality/value: this study will be the first to test the combination of trust, cybersecurity, innovation, and value simultaneously and its relationship to customer satisfaction accompanied by customer loyalty and switch intentions in the Kingdom of Bahrain.
