Humanizing the digital experience of banks' interaction with consumers
Автор: Suvorova S.D., Kulikova O.M., Golovachev I.A.
Журнал: Международный журнал гуманитарных и естественных наук @intjournal
Рубрика: Экономические науки
Статья в выпуске: 3-3 (78), 2023 года.
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Today, consumers of banking services use digital channels for routine transactions, but for complex transactions, many of them choose personal interaction, even though their needs change in accordance with changing social, economic, cultural and technological trends. In this regard, the need to expand digital banking offerings focused on increasing customer loyalty and taking into account various factors, ranging from personalization of experience to reducing security risks, is being actualized. Despite the fact that digital banking symbolizes convenience, consumer’s still lack human communication and personal connection, so modern financial organizations should combine digital practice with physical interaction. These transformations will contribute not only to the creation of new products and services, but also to the formation of complex ecosystems that support the humanization of the digital experience of interaction with consumers.
Humanization of communications, customer loyalty, banking services, digital transactions, personalization of experience
Короткий адрес: https://sciup.org/170197979
IDR: 170197979 | DOI: 10.24412/2500-1000-2023-3-3-185-188
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