An assessment of digital transformation impact on business banking customer experience: A case study of Guaranty Trust Bank, Abuja.
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Background of the Study
Digital transformation is fundamentally reshaping the customer experience in business banking. Guaranty Trust Bank (GTBank) in Abuja has been at the forefront of this transformation, leveraging state-of-the-art technologies to redefine how banking services are delivered. The shift toward digital platforms—including mobile banking apps, online service portals, and AI-driven customer support—has not only enhanced the speed and convenience of banking but also introduced a higher degree of personalization in service delivery (Uche, 2023). In the highly competitive environment of business banking, where customer experience is a critical determinant of loyalty and long-term success, GTBank’s commitment to digital transformation is a strategic imperative (Nwosu, 2024).
Digital transformation in business banking has enabled the creation of seamless, user-friendly interfaces that simplify complex transactions and provide real-time feedback. By integrating data analytics, GTBank is able to understand customer behaviors and tailor services to meet specific needs, thereby improving overall satisfaction. This transformation also facilitates better engagement through multiple digital touchpoints, ensuring that customers have access to services anytime, anywhere (Adebayo, 2025). However, while the benefits are clear, the process of digital transformation poses several challenges, including system interoperability issues, the need for continuous staff training, and the ever-present risks related to cybersecurity.
The strategic implementation of digital transformation at GTBank is intended to bridge the gap between traditional banking and the expectations of a modern business clientele. This evolution is particularly significant as business customers increasingly demand agility, efficiency, and personalized service. Yet, the transformation process is not without its drawbacks. Issues such as the integration of legacy systems with new digital platforms, resistance from employees, and stringent regulatory requirements can hinder the full realization of digital benefits (Olusola, 2023). Consequently, there exists a critical need to evaluate how digital transformation impacts the overall customer experience and to identify strategies that can mitigate associated challenges.
This study aims to assess the extent to which digital transformation has influenced the customer experience in business banking at GTBank, Abuja. By analyzing customer feedback, service efficiency metrics, and system performance data, the research seeks to provide a holistic evaluation of the transformation’s benefits and limitations. The findings are expected to offer valuable insights into optimizing digital strategies to enhance customer satisfaction and competitive positioning (Babatunde, 2024).
Statement of the Problem
Despite significant investments in digital transformation, GTBank, Abuja, faces notable challenges in delivering a consistently superior customer experience. One major problem is the misalignment between rapidly evolving digital tools and the bank’s legacy infrastructure, which can result in service interruptions and inefficiencies (Eze, 2023). This technical disparity often leads to delays in processing transactions and limits the bank’s ability to offer fully integrated digital services. In addition, there is an observable gap in staff preparedness and digital literacy, as many employees are still adapting to the new systems, thereby affecting service quality (Chinwe, 2024).
Another issue relates to customer perceptions of digital security and privacy. While digital platforms offer enhanced convenience, concerns over data protection and potential cyber threats have led some business clients to hesitate in fully embracing digital banking solutions. This reluctance further complicates the bank’s efforts to achieve a seamless digital customer experience. Moreover, the regulatory environment imposes strict guidelines on digital operations, adding to the complexity of managing a transformed service delivery model (Ike, 2025). These challenges underscore the disparity between the intended benefits of digital transformation and its practical execution, highlighting the need for a systematic evaluation of its impact on customer experience.
The study therefore seeks to investigate the obstacles that hinder the full benefits of digital transformation in business banking and to propose actionable recommendations to bridge the gap between technological potential and customer expectations (Okoro, 2023).
Objectives of the Study
• To assess the impact of digital transformation on customer experience in business banking at GTBank, Abuja.
• To identify the challenges associated with integrating digital platforms with legacy systems and enhancing staff digital literacy.
• To evaluate customer perceptions of security and satisfaction in the digital banking environment.
Research Questions
• How has digital transformation influenced the overall customer experience at GTBank, Abuja?
• What challenges hinder the effective integration of new digital tools with legacy systems?
• How do concerns about digital security affect customer satisfaction in business banking?
Research Hypotheses
• H1: Digital transformation significantly enhances customer experience in business banking at GTBank, Abuja.
• H2: Integration challenges between legacy systems and digital platforms negatively impact service delivery.
• H3: Positive customer perceptions of digital security are positively correlated with higher satisfaction levels.
Scope and Limitations of the Study
The study focuses on the business banking division of GTBank in Abuja, examining the impact of digital transformation on customer experience. Limitations include restricted access to internal customer data, potential biases in survey responses, and the continuously evolving digital environment.
Definitions of Terms
• Digital Transformation: The comprehensive adoption of digital technology to fundamentally change business processes and customer interactions.
• Business Banking: Financial services offered to corporate clients and enterprises.
• Customer Experience: The overall perception and satisfaction of customers based on their interactions with a service provider.
• Legacy Systems: Existing older technology platforms that may impede the integration of new digital solutions.
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