Vol. 7, Issue 1, Part C (2025)

The evolution of digital banking has transformed the way financial institutions interact with their customers, offering enhanced convenience and accessibility. As banks increasingly adopt digital banking platforms, understanding their impact on customer relationship management (CRM) becomes critical for sustaining long-term customer satisfaction and loyalty. This study aims to explore the relationship between the features, usage, and accessibility of digital banking platforms and their effectiveness in enhancing CRM. Specifically, the research focuses on how the usage frequency of digital platforms, the quality of platform features, and their accessibility influence customer satisfaction and loyalty, thereby shaping CRM outcomes. Using a sample of 300 customers from various banks in the region, the study employs quantitative research methods, including regression analysis, t-tests, and chi-square tests, to examine the relationships between these variables. The findings indicate that higher usage frequency of digital banking platforms correlates with higher customer satisfaction, while the features of these platforms—such as user interface, mobile compatibility, and transaction speed—have a significant impact on customer loyalty. Moreover, improved accessibility of digital banking platforms enhances CRM effectiveness, contributing to stronger customer relationships. The study’s findings have practical implications for banks and financial institutions, emphasizing the need for continuous enhancement of digital banking features and greater focus on accessibility to improve CRM. By optimizing digital platforms to meet customer needs, banks can foster better engagement, satisfaction, and loyalty. This research adds to the growing body of literature on digital banking and CRM, offering valuable insights for both academic scholars and industry practitioners aiming to improve customer relationships in the digital age.