The Significance of Digital Banking in Shaping Customer Experience: The Case of Bahrain
Linked Agent
AL-Alawi, Adel Ismaeel, Thesis advisor
Date Issued
2022
Language
English
Extent
[1], 8, 129, 5,[2] pages
Subject
Place of institution
Sakhir, Bahrain
Thesis Type
Thesis (Master)
Institution
"University of Bahrain, College of Business Administration, Department of Management and Marketing
English Abstract
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 simultancously and its relationship to customer satisfaction
accompanied by customer loyalty and switch intentions in the Kingdom of Bahrain.
Keywords: Digital Banking, Innovation, Cybersecurity, Customer experience, Banking
sector, The Kingdom of Bahrain, DB, trust, customer loyalty.
Member of
Identifier
https://digitalrepository.uob.edu.bh/id/94051c3b-2331-4120-ae5c-a6b1b182bfcd
Same Subject