THE IMPACT OF DIGITAL BANKS' SERVICES BEFORE THE ARRIVAL OF CUSTOMERS ON THEIR EXPECTATIONS: A QUANTITATIVE ANALYSIS OF USER EXPERIENCE

Abstract

This paper explores the impact of digital banking services available to clients before their physical visit to the bank on their expectations regarding those digital services. A regression model was used to examine the relationship between the independent variable - digital banking services before the client’s arrival - and the dependent variable - clients' expectations regarding digital services. The results indicate a very strong positive correlation (r=0.809) and a high coefficient of determination (R²=0.654), suggesting that digital services significantly explain the variation in client expectations. The model is statistically significant (F(1,301)=569.993;p<0.0001), and the coefficient for digital services prior to the client’s arrival (B=0.941;p<0.0001) confirms a strong and positive effect. The findings suggest that improving digital banking channels can contribute to a better user experience, increased customer engagement, and more efficient bank operations. The results support the alternative hypothesis that digital services offered before a client's physical interaction with the bank significantly influence their expectations regarding digital banking services.