Abstract
This paper focuses on the aspect of digital era contributing to better customer experience in Indian banking system. The existing literature have mainly focused on what banks have to offer digitally and how the Indian banking system is taking a technological fold, but gaps can be identified in the areas of integrating digital revolution and customer experience for a sustainable development of the financial landscape. The prime objectives of the paper is to study the growth and spread of digital transformation and its impact on customer experiences, along with the challenges faced by customers in adopting the digital culture. Secondary data have been collected from various press release and annual reports of leading organizations to gain a reliable picture of the current state. The findings of the study reveal there is a positive and significant impact of digital transformation on customer experience in Indian banks; however, drawbacks associated with the area cannot be overlooked. Suggestions have been made to integrate digitalisation and human empathy for a better customer experience.
Digital Transformation
References
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Author information
Vaishnavi Sharma
Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur
Roshan Jahan
Roshan Jahan Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpu Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur