Digital finance services, customer relations and customer satisfaction: Basis for financial industry customer relationship management framework

This study assessed the consumers' perceptions of the company's digital finance services, customer interactions, and customer satisfaction in order to develop a financial sector customer relationship framework for banks.In this study, a descriptive technique was utilized to systematically establish the circumstances and analyze the variables that were studied.The research respondents are bank customers who are purposefully selected from 5 selected banks in Shandong Province.There are 385 bank customer respondents across all five banks.77 of the respondents are customers of Industrial and Commercial Bank of China; 87 of them are from Agricultural Bank of China; 72 are from China Construction Bank, 73 are from Bank of Communications, and 76 are from Postal Savings Bank of China.This research made use of a survey questionnaire to collect data which was subsequently analyzed using the SPSS software.According to the results of the research, respondents consented that the banks make good use of their digital finance services as the accessibility, usability, and quality are all high.The banks customer relations in terms of acquisition, retention, and technology is high, and the banks customer satisfaction in terms of responsiveness, security, and empathy is high.There is an extremely significant connection that exists between the bank's digital finance services and customer relations, a strongly significant correlation exists between the bank's digital finance services and the level at which customers are satisfied, and there is a strongly significant connection that exists between the customers' level of satisfaction and the customer relations.