Digital banking adoption and its transformative impact on customer experience: a study on City Bank PLC

Abstract

In the banking sector, the digital revolution is now the fundamental battlefield for attracting, retaining, and retaining customers. This research explores the crucial relationship between the adoption of digital banking and its revolutionary effects on customer experience, using real-world knowledge gained during a 12-week internship at The City Bank PLC. This report explores how City Bank's strategy shift to digital channels is radically changing client interactions and expectations, despite the fact that the bank has established itself as a leading financial institution with a strong brand and high-quality services. This report shows the adoption of City Bank's digital solutions through qualitative analysis, highlighting the main factors influencing acceptance as well as the inherent difficulties in a market that is competitive and changing quickly. Beyond internal operations, the examination takes into account Bangladesh's larger socioeconomic and regulatory environment, emphasizing the particular advantages and disadvantages of digital financial services. The study concludes with a series of practical suggestions aimed at strengthening client happiness, accelerating digital adoption, and ensuring The City Bank PLC maintains a competitive edge in the age of digital banking.