Managing Digital Transformation of Banks from the Perspective of Users of Electronic Banking Services

Abstract

This paper aims to explore key aspects of managing banks' digital transformation, emphasizing e-banking users. The key problem being investigated is how banks can successfully manage the digital transformation process to provide high-quality e-banking services that meet the needs and expectations of customers. The hypothesis set is: Implementation of digital services in the banking sector increases customer satisfaction. To validate predefined hypotheses we conducted survey between March 2024, and May 2024, targeting individuals across Bosnia and Herzegovina. This diversity in distribution enabled the collection of data from different segments of the population, which ensured greater reliability and representativeness of the results. This paper provides empirical evidence on the direction banks should take in digital transformation and increasing customer satisfaction. The limitations of the research are reflected in the fact that some participants provided incomplete responses. Incomplete responses reduced the quality of the data collected and made it difficult to analyze the results. This paper demonstrates the need for banks to adapt to the increasing demands of customers, in order to improve their services and ensure customer satisfaction.