Analysing the Impact of e-Banking and Socio-Demographic Factors on Customer Satisfaction with Banking Services using Graphical Visualization

Abstract

The digital transformation has permeated many industries and is becoming increasingly important for our everyday lives. Naturally, the digital transformation entered the banking industry with full impact transforming both products and services, as well as the traditional client-bank relations. Digital transformation, the fierce competition, and the pursuit of the desideratum of sustainable development challenge banking business models and especially the approach towards customers. Customer satisfaction has become an imperative for bank management due to a series of recent developments related to both the industry and the customers. The present paper aims at discussing the influence of socio-demographic factors and the satisfaction with e-banking on the general level of customer satisfaction with banking services in Romania, employing graphical visualization. The results revealed the following hierarchy of variables impacting the general level of satisfaction with banking services: income, the place of residence, the satisfaction with e-banking services, and education.

Keywords

• customer satisfaction
• banking services
• e-banking
• romania
• demographic variables