Abstract
This qualitative research examines how digital transformation influences customers within a South African retail bank, with particular emphasis on the changes in customer behaviour and satisfaction. As digital transformation continues to reshape the banking landscape globally, South African retail banks are rapidly integrating digital tools, such as mobile applications, online banking platforms, and self-service technologies to enhance service delivery and efficiency. Understanding how customers adapt to and experience these innovations is critical for the enhancement of overall service delivery and sustaining customer loyalty.
Using a qualitative research approach, this research collected insights by means of semi-structured interviews with retail banking customers across different age groups, income levels, and data proficiency from Johannesburg and surrounding areas. Respondents were prompted to express their individual experiences and viewpoints regarding digital banking services, including their motivation for adoption, challenges encountered, and overall satisfaction. Thematic approach was utilised to uncover emerging trends and recurring themes related to accessibility, convenience, security, and emotional connection to these banking services.
Findings revealed that digitalisation has significantly enhanced convenience, accessibility, and transaction efficiency particularly for customers who value time-saving and flexible banking options. Many participants reported higher satisfaction due to the ease of performing routine transactions and reducing dependency on physical branches. However, some expressed concerns regarding technical glitches, inadequate customer support, and risks to their data privacy. These challenges contributed to occasional frustration and hesitancy, particularly among older and less digitally literate consumers who prefer traditional face-to-face interactions.
The study also found notable shifts in customer behaviour. Consumers are increasingly adopting a self-service approach, relying on mobile and online platforms for account management, payments, and product inquiries. This shift has led to a reduction of in-branch visits and a growing expectation of seamless, intuitive digital experiences. Nevertheless, a segment of consumers still...