THE DIGITAL TRANSFORMATION OF FINANCIAL SERVICES: A STUDY OF CUSTOMER PERCEPTIONS AND SATISFACTION

The study provides valuable insights into the demographic profile, technological perceptions, and adoption barriers among respondents within the financial services sector. It highlights a diverse representation across age groups, gender, education levels, and income brackets, emphasizing the need for inclusive and tailored strategies to cater to varied demographics. Customer perceptions towards technological advancements such as mobile banking apps, online platforms, and AI-powered chatbots were largely positive, indicating a favorable reception towards digital innovations. Personalization and accessibility emerged as key drivers of satisfaction, underscoring the importance of customized services and seamless access across different devices. However, challenges such as security concerns, usability issues, and resistance to change pose significant barriers to technology adoption, hindering widespread acceptance. Addressing these barriers, along with promoting transparency, robust security measures, and enhanced customer support, is essential for fostering greater adoption and satisfaction within the financial services landscape.

Ga Siorkiewicz, L., & Monkiewicz, J. (2023). Foundations of Management, Technology-driven innovations in financial services: The rise of alternative finance. Foundations of Management, 12(3), 45-62. Oriji, O., & Shonibare, M. A. (2024). Financial Technology Evolution in Africa: A Comprehensive Review of Legal Frameworks and Implications for AI-Driven Financial Services. International Journal of Management & Entrepreneurship Research, 7(2), 112-129. Singh, S., Bhasin, N., & Kumar, D. (2024). Unleashing the fintech revolution: Transformative impacts of technology on financial services in the National Capital Region (NCR). Journal of Information and Optimization Sciences, 14(4), 278-294. Yuan, Z. (2024). Fintech: Exploring the Digital Transformation of Banking & Financial Services. BCP Business & Management, 8(1), 33-48. Considine, E. (2025). The rise of the prosumer: an analysis of self-service technology adoption in a corporate context. International Journal of Information Systems and Project Management, 10(2), 76-89. DeÄŸerli, A., Degerli, A., & Wang, J. (2025). The Rise of Nonbanks and the Quality of Financial Services. Social Science Research Network, 15(3), 102-117. Agustin, G. (2025). The Rise of Financial Technology and Its Credit Risk in Indonesia. International Journal of Accounting & Finance in Asia Pacific, 5(4), 210-225. Olaniyan, O. J., & Ajala, R. B. (2025). Digital Disruption in Finance: The Rise of Fintech and Its Implications. EPRA International Journal of Economics, Business and Management Studies, 7(3), 145-160.