Exploring the impact of digital transformation on customer experience in Sri Lanka's banks | |
| Author | Handapangoda, Neil |
| Call Number | AIT Diss. no.DBA-SOM-25-09 |
| Subject(s) | Banks and Banking--Technological innovations--Sri Lanka Internet banking--Sri Lanka |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This doctoral thesis examines the impact of digital transformation (DT) on customer experience (CX) within the Sri Lankan banking sector—a context currently undergoing significant digital advancement amidst intensifying competition and evolving customer expectations. While the operational benefits of DT have been extensively explored in existing literature, there remains a critical gap concerning its influence on CX. Guided by the Value Co-creation Theory, this study conceptualizes CX as a composite construct encompassing three interrelated dimensions: economic value (EV), transaction speed (TS), and flexibility (F). This framing enables a more nuanced understanding of how digital initiatives shape customer perceptions and interactions within service ecosystems.To investigate these relationships, a quantitative research design was employed. Data were collected from 404 users of digital banking services in Sri Lanka through a structured questionnaire. Structural Equation Modeling (SEM) was used to test hypothesized direct and indirect pathways between DT and CX, mediated by EV, TS, and F. Confirmatory Factor Analysis (CFA) confirmed the reliability and validity of the measurement model, with Cronbach’s Alpha coefficients ranging from 0.856 to 0.932, and Composite Reliability values between 0.710 and 0.998. Statistical diagnostics confirmed the robustness of the dataset, with no significant issues related to multicollinearity, non-normality, or common method bias.The findings indicate that DT has a significant and positive direct effect on CX (standardised coefficient = 7.498) and also exerts indirect effects through EV (1.803), TS (1.403), and F (1.693), each of which significantly contributes to enhancing CX. These results substantiate the theoretical proposition that digital transformation facilitates value co-creation in banking services. The study contributes to the theoretical discourse by extending Value Co-creation Theory into the domain of digital banking. Practically, the findings offer actionable insights for banking institutions and policymakers seeking to optimize digital strategies to enhance CX in emerging market contexts such as Sri Lanka. |
| Year | 2025 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Badir, Yousre F. M. |
| Examination Committee(s) | Vimolwan Yukongdi;Shanmugam, Mohana Sundaram |
| Scholarship Donor(s) | AIT Scholarships |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2025 |