رقمنة الخدمات المصرفية و دورها في تعزيز ولاء الزبون

Abstract

This study aims to investigate the impact of banking services digitalization on customer loyalty. A field study was conducted on a sample of 46 clients from the Agricultural and Rural Development Bank (BADR) – AïnTémouchent branch. The research adopts a descriptive-analytical approach, using a questionnaire as the primary tool for data collection, and statistical analysis was performed using SPSS software. Two hypotheses were tested, mainly the existence of a statistically significant effect of digital banking services on customer loyalty. Results from the simple linear regression analysis revealed a positive and significant relationship between the two variables, with a coefficient (B = 0.492), standardized Beta (β = 0.587), a T-value of 3.862, and a significance level (Sig = 0.000 < 0.05). These findings support the alternative hypothesis, indicating that improved digital services contribute significantly to enhancing customer loyalty. The study recommends continuous improvement of digital banking services, especially electronic payments and mobile applications, while promoting digital culture among customers