This study investigates the relationships among five key aspects of customer-centric banking services: customer satisfaction, service quality, mobile banking, insurance, and digital channels. The aim is to understand how these interactions impact the customer's digital experience and to construct an empirical network to depict these connections.
The research was conducted in four stages: (1) performing a Systematic Literature Review (SLR) to collect articles; (2) selecting and analysing data; (3) identifying gaps and elements within the research axes; and (4) compiling and synthesising the results. The methodological approach combines the Simple Additive Weighting (SAW) method to assess the relevance of the articles and the Choquet Fuzzy Integral to examine the interactions between the axes. Building the empirical network enabled the visualisation of existing relationships and synergies.
The analysis indicates that the literature mainly emphasises service quality and customer satisfaction, while topics such as mobile banking remain less studied. The study offers insights into the challenges and opportunities of developing digital strategies that aim to enhance the customer experience.
This research emphasises that the strategic integration of digital technologies and traditional channels can optimise customer satisfaction and improve service quality in the insurance and mobile banking sectors. The originality stems from the systemic analysis of the relationships between satisfaction, quality, and technology, providing valuable insights for managerial strategies and academic research in digital services.
