The Mediating Role of Digital Competence in the Relationship Between Customer Experience And Customer Satisfaction: Evidence from Banking Sector

Abstract

This study explores the mediating role of digital competence in the relationship between customer experience and customer satisfaction within the banking sector. To gather insights, a research questionnaire consisting of 30 items was administered to 300 respondents who actively use online banking services from various banks in Multan, Pakistan.  The primary objective of the study was to assess how different service quality factors in Internet banking influence customer satisfaction. The findings reveal that service quality, security measures, and ease of use significantly contribute to enhancing customer satisfaction. The study highlights the importance of investing in advanced IT systems and enhancing employee skills to improve operational efficiency and customer service. These measures are recommended to ensure a superior customer experience in the rapidly evolving digital banking landscape.