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  2. Vol 2 Issue 5, 2020
  3. DIGITIZATION OF BANKING OPERATIONS AND CUSTOMER EXPERIENCE: A CASE OF THE SOCIETEL GENERAL (SGGH
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EDEM GIDEON

DIGITIZATION OF BANKING OPERATIONS AND CUSTOMER EXPERIENCE: A CASE OF THE SOCIETEL GENERAL (SGGH

The main goal for this study is to examine the impact of digitization in the banking operations on the customer experience of the Societe Generale Ghana (SGGH) bank limited. The research design was quantitative with emphasis on survey research to achieve the stated objectives. The census technique and convenience sampling were used to invite all the 25 staff and 138 customers of the branch to respond to Likert scale questionnaire instrument. The data was analyzed quantitatively with the aid of IBM-SPSS (descriptive tools) and inferential statistics. The study revealed that customers perceived the digital banking as making banking services quicker, time saving, convenience, comfort, saves them money, easy to use, make life easy for them, makes it easy for them to do business online. Also, Automated Teller Machines, mobile banking, internet, telephone and electronic fund transfer are the major channels for accessing services.  Customers use digital banking to carry out various services including checking balance, followed by fund transfer, current account, direct debit and standing order, savings and payment of bills. The study again showed that digital banking innovations such as telephone banking, mobile banking, internet banking; Automated Teller Machines (ATMs) positively influence customer experience. It was recommended, among others, that management of the bank should offer multi-channel services that customers can derive value and improve the business performance, concentrate on a particular segment of service by identifying the type of services to offer specific customer groups and the channels to use to improve customer retention and operational efficiency, and reduce customer acquisition costs, which increase their profit.