THE IMPACT OF BANKING SERVICE DIGITIZATION ON CUSTOMER SATISFACTION AND LOYALTY IN COMMERCIAL BANKS: THE CASE OF BANQUE NATIONALE D’ALGÉRIE (BNA)
DOI:
https://doi.org/10.31435/ijitss.4(44).2024.3864Keywords:
Banking Service Digitization, Customer Satisfaction, Customer Loyalty, Banque Nationale d’Algérie (BNA), Financial TechnologyAbstract
This study aims to explore the impact of digitizing banking services on customer satisfaction and loyalty, with a focus on the Banque Nationale d’Algérie (BNA). The research adopted a descriptive-analytical methodology and employed a questionnaire to collect data from a sample of 88 customers of the Banque Nationale d’Algérie (BNA). Using SPSS software (version 25) for data analysis, the results revealed a statistically significant positive effect at the 0.05 significance level of banking service Digitization on customer satisfaction at the Banque Nationale d’Algérie (BNA). A significant positive effect was also observed on customer loyalty, indicating that digitized services enhance customer satisfaction and positively influence customer loyalty.
The study also identified several factors influencing customer satisfaction and loyalty, including service quality and security. In conclusion, the study presented practical recommendations supported by procedural and implementation mechanisms to improve digitization in Algerian banks, with an emphasis on developing digitized banking services, increasing awareness of electronic banking, strengthening cyber security, and providing effective customer support services.
References
Balkan, B. (2021). Impacts of digitalization on banks and banking. In B. Balkan (Ed.), The Impact of Artificial Intelligence on Governance, Economics and Finance, Volume I (pp. 33–50)
Bosnjak, M. (2014). Customer satisfaction. In A. C. Michalos (Ed.), Encyclopedia of Quality of Life and Well-Being Research (pp. 1409–1412)
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
Banque Nationale d’Algérie. (2023). Présentation de la BNA. Retrieved from https://www.bna.dz/fr/presentation-de-la-bna/
Infosys BPM. (2024). How digitization is shaping the future of banking. Retrieved from https://www.infosysbpm.com/offerings/industries/financial-services/documents/how-digitization-is-shaping-the-future-of-banking.pdf
Kaci, S. (2025). The impact of banking process digitization on the performance of banking activities: Empirical evidence from commercial banks in Bejaia. ASJP, 25(1), 19–33. Retrieved from ASJP
Moussahhil, M., &Elfadi, L. (2024). Banking services in the digital era: Theoretical analysis, impacts and perspectives. African Scientific Journal, 3(24), 399–407. https://doi.org/10.5281/zenodo.12635819
Rusu, V., & Roman, A. (2022). Digitization and financial performance of banking sectors facing COVID-19. Electronics, 11(21), 3483. https://www.mdpi.com/2079-9292/11/21/3483
Alkhowaiter, W. A. (2020). Digital banking: A literature review. Retrieved from Academia.edu
Huamani-Sotelo, F., Cruzado-León, K., Cordova-Buiza, F., Ticona-Apaza, V., & Gutierrez-Aguilar, O. (2024). Digital transformation of the banking system: Challenges and technological leadership. In Technology: Toward Business Sustainability (pp. 244–252). Springer. https://link.springer.com/chapter/10.1007/978-3-031-54019-6_23
Gherțescu, C., Manta, A. G., Bădîrcea, R. M., & Manta, L. F. (2024). How does the digitalization strategy affect bank efficiency in Industry 4.0? A bibliometric analysis. Systems, 12(11), 492. https://doi.org/10.3390/systems12110492
International Journal of Recent Progress in Research. (2023). *Customer satisfaction in banks: The role of service quality*. IJRPR, 4(11). Retrieved from [IJRPR
Piyinchu, J. C. (2025). *Customer satisfaction with banking services: An exploration of the impact of branch staff behaviour on customer loyalty*. *International Journal of Research and Innovation in Social Science*, 9(6), 3094–3108.
Buhler, R. N., De Oliveira Santini, F., Junior Ladeira, W., Rasul, T., Perin, M. G., & Kumar, S. (2024). Customer loyalty in the banking sector: A meta-analytic study. International Journal of Bank Marketing, 42(3), 513–535. https://doi.org/10.1108/IJBM-08-2023-0484
Bontis, N., Booker, L. D., & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9), 1426–1445.https://doi.org/10.1108/00251740710828681
Bendjoudi, I. (2024). Digital banking challenges and opportunities in Algeria [Master’s thesis, University of Saida]. Retrieved from University of Saida Repository
Boufama, S. (2025). Digital banks in Algeria – A study of the Bank of Algeria Regulation 24/04. *Revue des Sciences Humaines, 36*(2), 489–499. Retrievedfrom [ASJP](https://asjp.cerist.dz/en/article/273437)
Downloads
Published
Issue
Section
License
All articles are published in open-access and licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Hence, authors retain copyright to the content of the articles.
CC BY 4.0 License allows content to be copied, adapted, displayed, distributed, re-published or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed.
How to Cite
