The impact of digitalization and technology on customers satisfaction in financial institutions

Abstract

This article briefly discusses the topic of digitization in the banking industry, consumer behavior when purchasing financial services and the importance of digitization for the delivery of customer services. In this research work the authors focused on the theories of consumer behavior, digitization as a financial innovation in order to answer the following problem: Does digitization satisfy the customers of financial institutions and would it replace one day the employees in their work and the services rendered? In order to collect and analyze the data, a questionnaire was sent to the clients of several Lebanese commercial banks, a quantitative methodology is used to process and analyze the responses through the IBM SPSS version 24 software. Finally, from the results, the researchers can conclude that customers are encouraged to use digitization especially in times of crisis or when there is no access to financial institutions, as is currently the case in lockdowns due to the pandemic such as Covid-19 but still prefer human contact in ordinary moments for greater interaction with the customer advisor.