Digitalisation in banking and insurance: customer perceptions

This paper explores customer perceptions of digitalisation in banking and insurance services, sectors undergoing rapid transformation due to technological advances.The study aims to understand how digital tools are received by users and the implications for customer satisfaction.A qualitative methodology was employed, based on 16 semi-structured interviews with clients from both sectors.The findings reveal that digitalisation is generally perceived as a source of convenience, speed, and accessibility.However, concerns persist regarding data security, loss of human contact, and usability.While digital tools are widely adopted in banking, insurance customers show greater hesitation, especially when seeking personalised advice.The study concludes that full digitalisation may negatively impact customer satisfaction if traditional services are entirely replaced.These insights offer strategic guidance for financial institutions aiming to balance innovation with customer expectations.