مجلة إيليزا للبحوث والدراسات
Volume 10, Numéro 1, Pages 44-64
2025-12-15
From Building A Digital Bank To Hyper-personalisation: Strategies, Governance And Co-creation Of Value In The Era Of Open Banking
Authors : Haddad Zahoua . Akkarene Rim . Chitti Mohand .
Abstract
This study explores how digital changes are impacting bank marketing, especially the connection between technology, how banks operate, customer views, and keeping customers. Using ideas about how businesses adapt and focus on serving customers, we looked at how modern tech setups and flexible work methods help banks offer very tailored experiences. We interviewed bank managers and customers and analyzed documents. We found that technology not only helps but also encourages banks to be more agile. While very personalized service makes customers happier, it also raises privacy worries, making trust crucial for keeping customers loyal. Also, Open Banking offers benefits but also makes customers concerned about privacy. Our research adds to existing theories about business adaptation and customer service in the world of digital banking. It also provides practical advice for banks to develop trustworthy and clear digital strategies.
Keywords
Digital transformation ; Cloud-native architecture ; Hyper-personalization ; Trust ; Open Banking ; Service-Dominant Logic ; Dynamic capabilities ; Banking marketing
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