Mismatch? Was Banken glauben und Kunden erwarten: eine empirische Studie ausgewählter Schlüsselfaktoren der Kundeninteraktion & -bindung entlang digitaler Customer Journeys am Beispiel deutscher Retailbanken

This dissertation explores the critical role of digital customer journeys in influencing customer interaction and retention within German retail banks. The study identifies a significant re-search gap, highlighting that previous studies have focused primarily on general customer experience aspects without a detailed analysis of specific expectations and their fulfillment in the evolving banking landscape of Germany. To address this gap, an empirical approach is employed, gathering direct insights into customer expectations regarding digital customer journeys in German retail banks and analysing their impact on satisfaction and loyalty using the Expectation Confirmation Theory (ECT).

The research aims to understand how well customer expectations are met and how this influences their satisfaction and engagement. By examining the interaction between expectations, perceived performance, and satisfaction, the study provides a comprehensive understanding of the factors that enhance customer engagement and retention within in the banking customer journey.

The findings offer valuable recommendations for optimizing digital strategies to better meet customer expectations and improve satisfaction, ultimately leading to stronger customer loyalty.

Key objectives of the dissertation include:

• Developing a theoretical foundation for understanding customer engagement, satisfaction, and retention within digital customer journeys.
• Employing a quantitative study through online surveys to capture customer expectations, experiences, and satisfaction levels with digital banking services.
• Analyzing the importance of seamless and personalized customer interactions across multiple channels and identifying the critical touchpoints that influence customer satisfaction.

The empirical findings reveal that high satisfaction with digital services, such as online banking and mobile apps, significantly enhances customer loyalty. Customers who perceive their bank as innovative and technologically advanced demonstrate higher loyalty and lower propensity to switch. Key factors negatively affecting customer retention include unattractive conditions, inadequate customer service, poor problem-solving competence, and security concerns.

The dissertation underscores the importance of continuous innovation and improvement in digital offerings to meet rising customer expectations. By integrating personalized and efficient digital interactions, banks can significantly enhance customer satisfaction and loyalty. The study also highlights the necessity for a consistent omnichannel strategy and the proactive use of customer feedback to identify and address service gaps.

Overall, the research provides critical insights and practical recommendations for retail banks to improve their digital customer journeys, thereby fostering long-term customer relation-ships and competitiveness in the digital age.