Impact of Digital Transformation on Customer Satisfaction: A Case of Bank of Bhutan Limited
Keywords:
Digital Transformation, Digital Banking, ICT, Customers satisfaction, Covid-19.Abstract
In recent years, Bhutan has seen tremendous development in Information & Communication Technology (ICT) which has led to the transition from traditional ways of carrying out business to the adoption of digitalization in the processes. The adoption and implementation of digital transformation have significantly improved and brought major changes in business operations and in the process of value creation for customers. For a country like Bhutan with less than eight hundred thousand population, the pandemic has forced everyone to this shift from their normal life to adopt and modern way of life. Covid 19 has ravaged almost all parts of a section across the country and financial institutions like banks were no exception that forced them to embrace online banking and break the traditional way of banking. In today’s world, customers are seeking solution-driven products and services that will provide them with delightful experiences with ease of accessibility, availability, and affordability. Thus, digital transformation plays a significant role in addressing these expectations of customers and retaining them for long-term relationships and for-profit sustainability. Hence, it has become important for researchers to evaluate and investigate the impact of this transformation on customer atisfaction. The prime focus of this study is to investigate the impact of digital transformation on customer satisfaction in the banking sector of Bhutan. The research will incorporate a quantitative approach to study the effect of digital transformation on customer satisfaction in the banking sector of Bhutan. The study proposes to measure the impact of the transformation that has recently surged, especially in the banking sector across the country after the pandemic. The study's findings revealed that there is significant impact of Digital Transformation on Customer Satisfaction in Bank of Bhutan.
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