“A study on Digital Transformation in Southeast Bank PLC.

(Uttara Branch): Impacts on Customer Experience.”

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2
EXECUTIVE SUMMARY

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 Chapter: 1
Introduction

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1.1: Introduction

This study centers on Southeast Bank PLC., a second-generation private Bank, emerged in 1995
amid liberalization of global economics. It is currently one of the top private sector Bank in the
nation, making a major economic contribution. They offer different digital services like Agent
Banking, Mobile Banking services- Tele cash, Digital Payment solution, ATM. Through these
they maintain and cherish their relationship with their customers, employees, business partner,
shareholders and wider community. As an experienced bank they always have the first mover
advantage to offer the best-in -class value-added services to the customers. This study provides a
good overview of Southeast Bank PLC. It focuses on the digital transformation of Southeast
Bank PLC. Which impacts on customer Experience.
The main objective of this report is to analyze the customer experience of using digital banking
services which provide by Southeast Bank PLC. This report explores into the dramatic effects of
this digital transformation, concentrating on how it has transformed client experiences.

1.2: Background of the Report

The digital transformation of the banking sector entails the incorporation of digital technologies
into all elements of banking operations, substantially altering how financial organizations
operate. Banks are embracing new technologies in order to improve customer experience and
operational efficiency, ranging from online banking platforms and mobile apps to artificial
intelligence-driven customer care and blockchain-based transactions.
Customer demand for smooth, convenient, and personalized financial services is one of the
primary factors behind this transition. Customers increasingly expect to be able to complete a
wide range of financial transactions at their fingertips, without the limits of traditional banking
hours. As a result, banks have launched on a path to satisfy these growing client expectations by
aggressively investing in digital solutions.
Southeast Bank PLC., a well-known financial institution, has embarked on a path to harness the
power of digital technologies. This report explores into the dramatic effects of this digital
transformation, concentrating on how it has transformed client experiences.

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1.4: Objectives of the Report

 Broad Objective:

 The broad objective of this report is to analyze the digital transformation in Southeast
bank PLC. which impacts on Customer Experience.

 Specific Objective:

To obtain the broad objective, there are few specific objectives as follows:

 To determine the significance of Digital banking adoption to digital transformation at

Southeast Bank PLC. Uttara Branch.
 To examine the significance of quality of service to digital transformation at Southeast
Bank PLC. Uttara Branch.
 To analyze the significance of customer behavior to digital transformation at Southeast
Bank PLC. Uttara Branch.

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 Chapter: 4
Research Part

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4.1: Background of the Problem

In today's quickly changing corporate world, digital transformation and customer experience
have emerged as essential success drivers across multiple industries. Organizations may greatly
improve the customer experience by leveraging modern technologies and data-driven insights.
As a result, there is enhanced loyalty, higher happiness, and improved company performance. It’s
no secret that customers want bespoke experiences and smooth interactions with the brands they
support. The technology is here to meet customers' expectations and remain competitive, an
organization must undergo digital transformation.
Prior to digital transformation, banks provided only a limited number of online services. They
relied on manual processes and presented customers with a less-than-optimal personalized
experience. Banks improved the customer experience by embracing digital transformation and
applying numerous innovative technologies and tactics.
Banks provide user-friendly mobile banking apps for easy account management, transactions,
and financial management, with security features such as biometric authentication and push
notifications. They analyze customer data using AI and ML algorithms, enabling personalized
financial products and services such as loan offers and investment portfolios. Banks have
integrated AI-powered chatbots and virtual assistants into their customer support channels,
resulting in shorter wait times, greater efficiency, and higher customer satisfaction. Banks have
put in place real-time fraud detection systems that use advanced data analytics to monitor
transactions and customer behavior, enhancing customer protection and fostering trust in their
services. They have integrated digital kiosks, self-service terminals, and video conferencing
facilities into their physical branches, thereby improving the customer experience by combining
digital and physical banking services.
Banks have successfully improved customer experience through digital transformation by
providing a personalized, secure, and convenient banking environment. As a result, banks have
increased customer retention, higher acquisition rates, and a more engaged customer base.

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4.2: Problem Statement

Utilizing modern technologies to be more efficient and to solve the typical problems in banking
industry is proven to be very critical. The degree to which this bank has adopted digital
transformation has remained a million-taka question.

4.4: Literature Review

Digital transformation is the useful deployment of new technologies in firms to increase

customer value and culture. It entails forcing firms to adapt to market changes while also
adapting current operations, culture, and customer experiences. This process entails improving
corporate performance, increasing efficiency, providing better customer and employee
experiences, managing risks, and controlling expenses. It necessitates that enterprises experiment
with new technology and adapt to market demands (Chhunleav Taing & Phoeun, 2021).
According to the Economic Times, the pandemic has significantly changed peoples' daily
routines, including banking in particular as well as working and shopping. It is expected that
digital transformation in banking sector will evolve in many ways in the future. Some consumers
will want fully autonomous banking processes due to time and knowledge constraints, while
others will insist on high-level interaction. As a result, the banking sector will need to adjust
greatly going forward (MUKAYIRANGA, 2022).
Customer satisfaction is what a consumer feels about a particular service or product after it has
been used. It is a strategic goal for organizations, especially in the digital age. As society shifts
from an industrial to a digital orientation, the new customer generation is more prone to
technological developments. Digital transformation has become an obligation for organizations,
including banks, due to the development of fintech solutions. Fintech refers to the adoption of
new technologies by financial service institutions, particularly banking institutions (Ghazi
Zouari, 2021).
The impact of digital transformation on customer experiences is examined in Digital
Transformation in the Banking Sector, along with methods for helping and supporting customers
via digital banking services (online, mobile, and digital wallets (Abuhasan & Moreb, 2021).
Digital transformation in the banking sector in Bangladesh has emerged as a solution to
traditional banking challenges, such as limited access to financial services in rural areas, long

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queues at branches, and high transaction fees. Digital banking offers 24/7 accessibility, lower
transaction fees, and faster processing times, allowing customers to conduct transactions from
home or workplaces. However, challenges include low digital literacy among customers,
inadequate infrastructure, and cybersecurity concerns. A survey conducted by Southeast Bank
PLC revealed that customers are often unfamiliar with digital platforms and may find it difficult
to navigate them. The digital transformation of Bangladesh banking provides reference directions
for adapting the bank system to new requirements and features, transforming traditional business
models into digital banks. The impact of digital transformation on customer satisfaction is also
discussed, highlighting the need for improved infrastructure and cybersecurity measures. (Akash,
2023)
When conducting a literature review for this research, it was discovered that there were no prior
researches or studies that describe the impact of the digital transformation on customer
experience in the Southeast Bank PLC. As a result, the research's findings will be distinct and
represent a fresh development in this field of study.

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4.4.1: Conceptual Framework for the Southeast Bank PLC.

Independent Variable Dependent Variable

Digital Banking
Adoption

Digital Transformation of
Quality of Services
Southeast Bank PLC.

Customer Behavior

Independent Variable Source

Digital Banking Adoption (Mustafa Al-Chalabi, 2018)

Quality of Services (Abuhasan & Moreb, 2021)

Customer Behavior (Abuhasan & Moreb, 2021)

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Research Methodology

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3.1: Research Methodology

Research Design:
The quantitative method was used in the research design.

Type of Research:
The research type is descriptive research. Because we think a descriptive study will be most
appropriate for our issue as the purpose of descriptive research is to identify and resolve
problems.

Data collection method:

Questionnaire surveys were used to collect the data. For the survey, WE created a Likert scale
with five options: Strongly Agree, Agree, Neutral, Strongly Disagree, Disagree.

Sources of Data:
Two techniques were followed in this research such as,
 Primary Data:

 The data was gathered through a survey

 Face to Face communications was conducted with the branch manager and employees.

 Secondary Data:

 The Southeast Bank PLC. Annual Report

 The Southeast Bank Limited Website
 Journals & Articles related to the topic.
 Electronic Sources
 File and Documents of the bank.

3.2: Population and Sampling method

Population and Sampling Unit

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Population size of this research is 90. Who are living in Sector-7, Uttara and currently using
digital banking services of The Southeast Bank PLC. Specially Uttara Branch.
Sampling Frame

This study's sample frame includes the customers of Southeast Bank PLC. (Uttara Branch) who
are living in the area of Sector-7, Uttara and using digital banking services, Only the customers
who are selected area was used for the sample frame.
Sample Size
we chose 73 people who are living in Sector-7, Uttara and using digital banking services. Krejcie
& Morgan table is used to select this sample size from among the 85 people in the specific area
who are the user of Digital Banking service.
Here, sample size n=73. (Krejcie & Morgan, 1970)
Sampling Technique
For conducting this research, we have selected by using Krejcie & Morgan Table. We choose
Simple random Sampling as Simple random sampling is a type of probability sampling in which
a selection of participants is chosen at random from a population.

3.3: Research Instruments:

 Microsoft Excel
 Microsoft Word
 SPSS (Statistical package and Social Science)
 Questionaries and structured questions

3.4: Data Analysis Method:

Statistical analyses were performed using SPSS and Microsoft Excel to evaluate the correctness
of the data for this analysis.

3.5: Research Limitation:

 Restriction on sharing some information due to discretion.

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4.7: Project Timeline

Work September October November December

Segments
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Observing
Activities &
Understanding
the
Department’s
Work
Topic Selection
Gathering
information
about the
topic
Secondary data
collection
Develop a
problem.
statement
Developing
Survey
Questions
Conducting
Survey
Calculating
Hypothesis
Report Writing

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4.8: Hypothesis Development

H1 H0 - There is no significant relationship between Digital Banking Adoption and Digital

Transformation of Southeast Bank PLC.
HA - There is a significant relationship between Digital Banking Adoption and Digital
Transformation of Southeast Bank PLC.

H2 H0 - There is no significant relationship between Quality of service and Digital

Transformation of Southeast Bank PLC.
HA - There is a significant relationship between Quality of service and Digital
Transformation of Southeast Bank PLC.

H3 H0 - There is no significant relationship between Customer behavior and Digital

Transformation of Southeast Bank PLC.
HA - There is a significant relationship between Customer behavior and Digital
Transformation of Southeast Bank PLC.

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4.9 Data presentation and analysis

Descriptive Statistics:

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Digital Banking Service 73 1 5 3.84 .972

Adoption

Banking Technologies 73 1 5 3.81 1.036

Usage

Not adopting digital banking 73 1 5 2.59 1.153

services

Quality of Service 73 2 5 4.27 .750

Age categories 73 1 5 3.84 .898

Education level 73 2 5 3.75 .795

Income level 73 1 5 3.38 1.088

Digital Transformation of 73 1 5 3.89 .792

Southeast Bank PLC.

Valid N (listwise) 73

The sample for the research is seventy-three (73) from the total population of ninety (90). All
respondents are from Sector-7, Uttara. The mean shows the average value of the series, and the
standard deviation shows the deviation of all the observations from the average value. Here are
the descriptive statistics of the digital banking service adoption mean score of 3.84 (SD =.972),
which means most of the respondents believe that the adoption of digital banking service at
Southeast Bank PLC. positively impacts my convenience in managing financial transactions.
Descriptive statistics for the Banking Technologies Usage reveal a mean score of 3.81 (SD =
1.036). That shows most of the respondents frequently use Southeast Bank’s digital services
(Internet banking, ATMs, agent banking, and mobile apps). Descriptive statistics for not adopting
digital banking services reveal a mean score of 2.59 (SD = 1.153). That shows most of the
respondents deny that they are not adopting digital banking services due to information security

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and cyber concerns. Descriptive statistics for the quality of services disclose a mean score of
4.27 (SD =.750). That shows most of the respondents trust that digital banking services make it
easier, faster, more flexible, and more convenient for customers to perform banking operations.
Descriptive statistics for the age categories disclose a mean score of 3.84 (SD =.898). That shows
most of the respondents believe that customers in lower age categories tend to use digital
services, provided by digital transformation, more than customers in older age categories.
Descriptive statistics for the education level disclose a mean score of 3.75 (SD =.795). That
shows most of the respondents trust that customers with higher education levels tend to use
digital services, provided by digital transformation, more than customers with lower education
levels. Descriptive statistics for the income level disclose a mean score of 3.38 (SD = 1.088).
That shows most of the respondents' belief that customers with higher income levels tend to use
digital services provided by digital transformation more than those with lower income levels.
Descriptive statistics for the Digital Transformation of Southeast Bank PLC. disclose a mean
score of 3.89 (SD = .792). That shows most of the respondents' belief that the Digital
Transformation of Southeast Bank PLC. have positively influenced their overall banking
experience.

4.9.1: Hypothesis 1

H0 There is no significant relationship between Digital Banking Adoption and

Digital Transformation of Southeast Bank PLC.
HA There is no significant relationship between Digital Banking Adoption and
Digital Transformation of Southeast Bank PLC.

Statistics

Banking Not adopting

Digital Banking Technologies digital banking
Service Adoption Usage services

N Valid 73 73 73

Missing 0 0 0

Std. Deviation .972 1.036 1.153

Minimum 1 1 1

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 Maximum 5 5 5

Frequency Distribution Table (H: 1)

Digital Banking Adoption

Digital Banking Service Adoption

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly 3 4.1 4.1 4.1

Disagree

Disagree 3 4.1 4.1 8.2

Neutral 14 19.2 19.2 27.4

Agree 36 49.3 49.3 76.7

Strongly Agree 17 23.3 23.3 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

Interpretation:
According to the frequency table, among the 73 respondents, 36 agreed that the adoption of
digital banking services at Southeast Bank PLC. has positively influenced their overall banking
experience.

Banking Technologies Usage

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly 3 4.1 4.1 4.1

Disagree

Disagree 4 5.5 5.5 9.6

Neutral 17 23.3 23.3 32.9

Agree 29 39.7 39.7 72.6

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 Strongly Agree 20 27.4 27.4 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

Interpretation:
According to the frequency table, among the 73 respondents, 29 agreed that they frequently use
Southeast Bank’s digital services (Internet banking, ATM, Agent Banking, Mobile Apps).

Not adopting digital banking services

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly 15 20.5 20.5 20.5

Disagree

Disagree 20 27.4 27.4 47.9

Neutral 22 30.1 30.1 78.1

Agree 12 16.4 16.4 94.5

Strongly Agree 4 5.5 5.5 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

Interpretation:
According to the frequency table, among the 73 respondents, 20 disagreed and 22 were neutral
that they were not adopting digital banking services due to information security and cyber
concerns.

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Histogram:

Figure: Histogram (Digital Banking Service Adoption)

Interpretation:
According to this graph the range of 4 has the highest number of responses that agree. The mean
for the 73 respondents was 3.84 and standard deviation .972.

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 Figure: Histogram (Banking Technologies Usage)
Interpretation:
According to this graph the range of 4 has the highest number of responses that agree. The mean
for the 73 respondents was 3.81 and standard deviation 1.036.

Figure: Histogram (Not adopting digital banking services)

Interpretation:
According to this graph the range of 3 has the highest number of responses that neutral. The
mean for the 73 respondents was 2.59 and standard deviation 1.153.

Scatter Plot:

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 Figure: Scatter Plot (Digital Banking Service Adoption)

Interpretation:
Here, R- squared value is 0.370. The scatter plot clearly depicts a simultaneous increase in the
values of both x and y. This observation highlights a positive correlation between Digital
Banking Adoption and Digital Transformation of Southeast Bank PLC.

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 Figure: Scatter Plot (Banking Technologies Usage)

Interpretation:
Here, R- squared value is 0.361. The scatter plot clearly depicts a simultaneous increase in the
values of both x and y. This observation highlights a positive correlation between Digital
Banking Adoption and Digital Transformation of Southeast Bank PLC.

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 Figure: Scatter Plot (Not Adopting Digital banking services)

Interpretation:
Here, R- squared value is 0.025. The scatter plot clearly depicts a simultaneous increase in the
values of both x and y. This observation highlights a positive correlation between Digital
Banking Adoption and Digital Transformation of Southeast Bank PLC.

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One sample Test

One-Sample Statistics

Std. Error
N Mean Std. Deviation Mean

Digital Banking Service 73 3.84 .972 .114

Adoption

Banking Technologies 73 3.81 1.036 .121

Usage

Not adopting digital 73 2.59 1.153 .135

banking services

Table: One-Sample Statistics

One-Sample Test

Test Value = 3

95% Confidence Interval

of the Difference
Digital Banking Sig. (2- Mean
Adoption T Df tailed) Difference Lower Upper

Digital Banking 7.345 72 .000 .836 .61 1.06

Service Adoption

Banking 6.664 72 .000 .808 .57 1.05

Technologies Usage

Not adopting digital -3.046 72 .003 -.411 -.68 -.14

banking services

Table: One-Sample Test

Interpretation: Based on this table, the p value two- tailed test (.000, .000 & .003) are less than
the significance level of 0.05. This indicates support for the alternative hypothesis(A) and
rejection of the null hypothesis(O). As a result, a meaningful correlation between the Digital
Banking Adoption and Digital Transformation of Southeast Bank PLC.

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Correlations:
Correlations
Digital Not adopting Digital
Banking Banking digital Transformation
Service Technologies banking of Southeast
Adoption Usage services Bank PLC.

Digital Banking Pearson 1 .685** -.321** .608**

Service Adoption Correlation

Sig. (2-tailed) .000 .006 .000

N 73 73 73 73

Banking Pearson .685** 1 -.311** .600**

Technologies Usage Correlation

Sig. (2-tailed) .000 .007 .000

N 73 73 73 73

Not adopting digital Pearson -.321** -.311** 1 -.157

banking services Correlation

Sig. (2-tailed) .006 .007 .186

N 73 73 73 73

Digital Pearson .608** .600** -.157 1

Transformation of Correlation
Southeast Bank
Sig. (2-tailed) .000 .000 .186
PLC.
N 73 73 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

Table: Correlation
Interpretation:
According to the table, there is positive association between Digital Banking Service Adoption
and the indicator of Digital Transformation of Southeast Bank PLC. with a value of (.608). As
the value approaches one, it implies a significantly strong positive correlation.

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4.9.2: Hypothesis-2

H0 There is no significant relationship between Quality of service and Digital

Transformation of Southeast Bank PLC.

HA There is a significant relationship between Quality of service and Digital

Transformation of Southeast Bank PLC.

Statistics

Quality of Service

N Valid 73

Missing 0

Std. Deviation .750

Minimum 2

Maximum 5

Frequency Distribution Table (H: 2)

Quality of Service

Cumulative
Frequency Percent Valid Percent Percent

Valid Disagree 1 1.4 1.4 1.4

Neutral 10 13.7 13.7 15.1

Agree 30 41.1 41.1 56.2

Strongly Agree 32 43.8 43.8 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

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Interpretation:
According to the frequency table, among 73 respondents, 32 Strongly Agreed that Digital
banking services make it easier, faster, flexible, and more convenient for customers to perform
banking operations.

Histogram

F
igure: Histogram (Quality of Service)

Interpretation:
According to this graph the range of 5 has the highest number of responses that Strongly Agree.
The mean for the 73 respondents was 4.27 and standard deviation .75

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Scatter Plot:

Fig
ure: Scatter Plot (Quality of Service)

Interpretation:
Here, R- squared value is 0.162. The scatter plot clearly depicts a simultaneous increase in the
values of both x and y. This observation highlights a positive correlation between Quality of
Service and Digital Transformation of Southeast Bank PLC.

One sample Statistics

One-Sample Statistics

Std. Std. Error

N Mean Deviation Mean

Quality of 73 4.27 .750 .088

Service

Table: One-Sample Statistics

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 One-Sample Test

Test Value = 3

95% Confidence Interval of

the Difference
Mean
T Df Sig. (2-tailed) Difference Lower Upper

Quality of 14.509 72 .000 1.274 1.10 1.45

Service

Table: One-Sample Test

Interpretation: Based on this table, the p value for the two- tailed test (.000) is less than the
significance level of 0.05. This indicates support for the alternative hypothesis(A) and the
rejection of the null hypothesis (0). As a result, a meaningful correlation between the Quality of
Service and Digital Transformation of Southeast Bank PLC. can be inferred.

Correlation

Correlations

Digital
Transformation
of Southeast
Bank PLC. Quality of Service

Digital Transformation Pearson 1 .402**

of Southeast Bank Correlation
PLC.
Sig. (2-tailed) .000

N 73 73

Quality of Service Pearson .402** 1

Correlation

Sig. (2-tailed) .000

N 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

Table: Correlation

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Interpretation: According to the table, there is a positive association between Quality of Service
and the indicator of Digital Transformation of Southeast Bank PLC. with a value of (0.402). As
the value approaches one, it implies a significantly strong positive Correlation.

4.9.3: Hypothesis-3

H0 There is no significant relationship between Customer behavior and Digital

Transformation of Southeast Bank PLC.
HA There is a significant relationship between Customer behavior and Digital
Transformation of Southeast Bank PLC.

Statistics

Age Education
categories level Income level.

N Valid 73 73 73

Missing 0 0 0

Std. Deviation .898 .795 1.088

Minimum 1 2 1

Maximum 5 5 5

Frequency Distribution Table (H: 3)

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Customer Behavior:

Age categories

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly 2 2.7 2.7 2.7

Disagree

Disagree 2 2.7 2.7 5.5

Neutral 18 24.7 24.7 30.1

Agree 35 47.9 47.9 78.1

Strongly Agree 16 21.9 21.9 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

Interpretation:
According to the frequency table, among 73 respondents, 35 agreed that Customers in lower age
categories tend to use digital services, provided by digital transformation, more than, customers
in older age categories.

Education level

Cumulative
Frequency Percent Valid Percent Percent

Valid Disagree 4 5.5 5.5 5.5

Neutral 22 30.1 30.1 35.6

Agree 35 47.9 47.9 83.6

Strongly 12 16.4 16.4 100.0

Agree

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

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Interpretation:
According to the frequency table, among 73 respondents, 35 agreed that Customers with higher
education levels tend to use digital services, provided by digital transformation more the
customers with less education level.

Income level

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly Disagree 5 6.8 6.8 6.8

Disagree 9 12.3 12.3 19.2

Neutral 22 30.1 30.1 49.3

Agree 27 37.0 37.0 86.3

Strongly Agree 10 13.7 13.7 100.0

Total 73 100.0 100.0

Table: Detailed Frequency Distribution

Interpretation:
According to the frequency table, among 73 respondents, 27 agreed that Customers with higher
income levels tend to use digital services provided by digital transformation more than the lower-
income level.

34
Histogram

Figure: Histogram (Age categories)

Interpretation:
According to this graph the range of 4 has the highest number of responses that agree. The mean
for the 73 respondents was 3.84 and standard deviation .898.

Figure: Histogram (Education level)

35
Interpretation:
According to this graph the range of 4 has the highest number of responses that agree. The mean
for the 73 respondents was 3.75 and standard deviation .795.

Figure: Histogram (Income level)

Interpretation:
According to this graph the range of 4 has the highest number of responses that agree. The mean
for the 73 respondents was 3.38 and standard deviation 1.088.

Scatter Plot:

Fi
gure: Scatter Plot (Age categories)

36
Interpretation:
Here, the R- squared value is 0.252. The scatter plot clearly depicts a simultaneous increase in
the values of both x and y. This observation highlights a positive correlation between an Age
categories and Digital Transformation of Southeast Bank PLC.

Figure: Scatter Plot (Education level)

Interpretation:
Here, the R- squared value is 0.024. The scatter plot clearly depicts a simultaneous increase in
the values of both x and y. This observation highlights a positive correlation between an
Education level and Digital Transformation of Southeast Bank PLC.

37
 Figure: Scatter Plot (Income level)

Interpretation:
Here, the R- squared value is 0.016. The scatter plot clearly depicts a simultaneous increase in
the values of both x and y. This observation highlights a positive correlation between an Income
level and Digital Transformation of Southeast Bank PLC.

38
One Sample Statistics:

One-Sample Statistics

Std. Std. Error

N Mean Deviation Mean

Age categories 73 3.84 .898 .105

Education 73 3.75 .795 .093

level

Income level 73 3.38 1.088 .127

Table: One-Sample Statistics

One-Sample Test

Test Value = 3

95% Confidence Interval of

the Difference
Mean
T df Sig. (2-tailed) Difference Lower Upper

Age categories 7.953 72 .000 .836 .63 1.05

Education level 8.092 72 .000 .753 .57 .94

Income level 3.012 72 .004 .384 .13 .64

Table: One-Sample Test

Interpretation:
Based on this table, the p value for the two- tailed test (.000 & .004) is less than the significance
level of 0.05. This suggests support for the alternative hypothesis(A) and the rejection of the null
hypothesis (0). As a result, a meaningful correlation between the Customer Behavior and Digital
Transformation of Southeast Bank PLC. can be inferred.

Correlation
39
 Correlations

Digital
Transformation of Age Education Income
Southeast Bank PLC. categories level level

Digital Pearson 1 .502** .155 -.128

Transformation of Correlation
Southeast Bank PLC.
Sig. (2-tailed) .000 .190 .281

N 73 73 73 73

Age categories Pearson .502** 1 .234* .094

Correlation

Sig. (2-tailed) .000 .046 .430

N 73 73 73 73

Education level Pearson .155 .234* 1 .271*

Correlation

Sig. (2-tailed) .190 .046 .020

N 73 73 73 73

Income level Pearson -.128 .094 .271* 1

Correlation

Sig. (2-tailed) .281 .430 .020

N 73 73 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:
According to the table, there is a positive association between Customer Behavior and the
indicator of Digital Transformation of Southeast Bank PLC. with a value of (.155). As the value
approaches one, it implies a significantly strong negative Correlation.

4.9.4: Correlation

40
 Correlations

Digital Not
Banking adopting Digital
Service Banking digital Quality Transformation of
Adoptio Technologies banking of Age Education Income Southeast Bank
n Usage services Service categories level level PLC.

Digital Banking Pearson 1 .685** -.321** .405** .430** .109 -.215 .608**
Service Correlation
Adoption
Sig. (2-tailed) .000 .006 .000 .000 .361 .067 .000

N 73 73 73 73 73 73 73 73

Banking Pearson .685** 1 -.311** .462** .399** .093 -.205 .600**

Technologies Correlation
Usage
Sig. (2-tailed) .000 .007 .000 .000 .432 .082 .000

N 73 73 73 73 73 73 73 73

Not adopting Pearson -.321** -.311** 1 -.366** -.133 -.233* .360** -.157
digital banking Correlation
services
Sig. (2-tailed) .006 .007 .001 .261 .047 .002 .186

N 73 73 73 73 73 73 73 73

Quality of Pearson .405** .462** -.366** 1 .253* .278* -.045 .402**

Service Correlation

Sig. (2-tailed) .000 .000 .001 .031 .017 .703 .000

N 73 73 73 73 73 73 73 73

Age categories Pearson .430** .399** -.133 .253* 1 .234* .094 .502**
Correlation

Sig. (2-tailed) .000 .000 .261 .031 .046 .430 .000

N 73 73 73 73 73 73 73 73

Education level Pearson .109 .093 -.233* .278* .234* 1 .271* .155
Correlation

Sig. (2-tailed) .361 .432 .047 .017 .046 .020 .190

N 73 73 73 73 73 73 73 73

Income level Pearson -.215 -.205 .360** -.045 .094 .271* 1 -.128
Correlation

Sig. (2-tailed) .067 .082 .002 .703 .430 .020 .281

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 N 73 73 73 73 73 73 73 73

Digital Pearson .608** .600** -.157 .402** .502** .155 -.128 1

Transformation Correlation
of Southeast
Bank PLC. Sig. (2-tailed) .000 .000 .186 .000 .000 .190 .281

N 73 73 73 73 73 73 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Table: Correlation

Interpretation:
In this Correlation table, we can observe that each variable has a positive relationship expect Not
adopting digital Services and Income Level, which has a negative correlation. Overall, indicating
that they are all connected.

4.9.5: Regression

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .715a .512 .459 .582

a. Predictors: (Constant), Income level, Quality of Service, Age categories,

Education level, Not adopting digital banking services, Digital Banking
Service Adoption, Banking Technologies Usage

42
Coefficients:
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta T Sig.

1 (Constant) .511 .623 .821 .415

Digital Banking Service .230 .102 .283 2.255 .027

Adoption

Banking Technologies .201 .096 .263 2.079 .042

Usage

Not adopting digital .104 .072 .152 1.439 .155

banking services

Quality of Service .141 .111 .134 1.277 .206

Age categories .226 .089 .256 2.537 .014

Education level .066 .099 .066 .664 .509

Income level -.075 .075 -.104 -1.001 .321

a. Dependent Variable: Digital Transformation of Southeast Bank PLC.

Table: Coefficients

ANOVA:

Model Sum of Squares df Mean Square F Sig.

1 Regression 23.092 7 3.299 9.733 .000b
Residual 22.031 65 .339
Total 45.123 72
a. Dependent Variable: Digital Transformation of Southeast Bank PLC.
b. Predictors: (Constant), Income level, Quality of Service, Age categories, Education
level, Not adopting digital banking services, Digital Banking Service Adoption,
Banking Technologies Usage

Interpretation:
According to the ANCOVA F value is higher that p value. So, the null hypothesis can be
rejected.

43
4.10: Findings

Here is the result of hypothesis:

H1 A majority of survey respondents agreed that Digital Banking Adoption has an impact on
Digital Transformation of Southeast Bank PLC. and hypothesis testing has confirmed
this fact, indicating that the alternative hypothesis is accepted and the null hypothesis is
rejected. This means that there is a significant relationship among Digital Banking
Adoption and Digital Transformation of Southeast Bank PLC.

H2 A significant number of those who participated believed that Quality of Services had an
impact on Digital Transformation of Southeast Bank PLC. This conclusion has been
backed by hypothesis testing, which demonstrates that the alternative hypothesis is
accepted and the null hypothesis is disproved. This suggests that Quality of Services and
Digital Transformation of Southeast Bank PLC. are highly correlated.

H3 In the opinion of a large number of survey respondents, Customer Behavior influences

Digital Transformation of Southeast Bank PLC. and hypothesis testing has verified this
fact, illustrating that the alternative hypothesis is accepted and the null hypothesis is
rejected. This points out that there is a strong link between Customer Behavior and
Digital Transformation of Southeast Bank PLC.

44
4.11 Recommendations

Based on the study’s findings, various recommendations have been made that may help banks
improve their digital banking services and if necessary, expand their digital transformation.

H1 A large percentage of survey participants agreed that digital banking service adoption
influences the digital transformation of Southeast Bank PLC. So, Southeast Bank should
try to influence people more to adopt digital banking by providing more digital services
and they must need to adopt new technologies such as AI to remain market leader.

H2 A majority of survey respondents agreed that quality of services has an impact on digital
transformation of Southeast Bank PLC. So, with upgraded quality of service bank can
attract more and more people to take digital services to extend digital transformation.

H3 The digital transformation of Southeast Bank PLC. is impacted by customer behavior, in

accordance with the majority of survey respondents. So, banks are advised to invest in
digital banking technology as the best candidate for improving digital transformation.

45
 Chapter 5
Conclusion Part

46
Conclusion

47
REFERENCES
Abuhasan, F., & Moreb, M. (2021). The Impact of the Digital Transformation on Customer
Experience in Palestine Banks. International Conference on Information Technology
(ICIT). doi:10.1109/ICIT52682.2021.9491744
Akash, A. (2023, June 22). Banking on the Future: Digital Transformation in Bangladesh.
Retrieved from https://www.linkedin.com/pulse/banking-future-digital-transformation-
bangladesh-abdullah-akash/?
utm_source=share&utm_medium=member_android&utm_campaign=share_via&fbclid=I
wAR1zd7v8ypSjQknEhYMEJO5dJfndZtj5XcoKYLSu2enw_QaS6JUEkVz-K_c
Chhunleav Taing, N. D., & Phoeun, M. (2021). The Impact of Digital Transformation on the Use
of Banking Services at Banking Halls of ACLEDA Bank Plc. Key Remarks from
Managing Director of ACLEDA Institute of Business (AIB), I. Retrieved from
https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=THE+IMPACT+OF+DIGITAL+TRANSFORMATION+ON+
THE+USE+OF+BANKING+SERVICES+AT+BANKING+HALLS+OF+ACLEDA+BA
NK+PLC&btnG=
Ghazi Zouari, M. A. (2021, February 26). Customer satisfaction in the digital era: evidence from
Islamic banking. Journal of Innovation and Entrepreneurship. Retrieved from
https://innovation-entrepreneurship.springeropen.com/articles/10.1186/s13731-021-
00151-x
Krejcie, R. V., & Morgan, D. W. (1970). Sample Size Determination Using Krejcie and Morgan
Table. Determining Sample Size for Research Activities, 30(3).
doi:https://doi.org/10.1177/001316447003000308
MUKAYIRANGA, J. (2022, July). DIGITAL TRANSFORMATION AND CUSTOMERS’
SATISFACTION IN BANKING SECTOR ''A CASE STUDY OF UNGUKA BANK
PLC''. Retrieved from http://dr.ur.ac.rw/bitstream/handle/123456789/1779/Mukayiranga
%20Jacky.pdf?sequence=1&isAllowed=y
Mustafa Al-Chalabi, a. B. (2018). The Digital Transformation of the Swedish Banking Industry:
A study on the digitalisation of Swedish banks and how itaffects their perspective on
customer experience. Retrieved from https://www.diva-portal.org/smash/record.jsf?
pid=diva2%3A1247035&dswid=5493
Nur Baiti Bt Shafee, S. B. (2022). Digital Banking Features and Customer Satisfaction.
Kuching, Sarawak, Malaysia: Inistitute of Electrical and Electronics Engineers.
doi:10.1109/ICDI57181.2022.10007141
Southeast Bank PLC. (2023). Southeast Bank PLC. a bank with vission. Retrieved from
Southeast Bank PLC.: https://www.southeastbank.com.bd/?page=profile

48
APPENDIX

49
Survey Research Questionaries
Title: A study on Digital Transformation in Southeast Bank PLC. (Uttara Branch): Impacts
on Customer Experience.

Respected Sir/ Madam,

I am conducting this survey for my course (BUS-490) Practicum. My Research Topic is " Digital
Transformation in Southeast Bank PLC. (Uttara Branch): Impacts on Customer Experience".
My goal is to examine your insightful answer to acquire a better understanding of your sincere
viewpoints. For this I need your co-operation to conduct my research properly. It will take
approximately 5-6 minutes only.
In this regard, I assure you that all the information provided by you will be kept under strict
privacy and will be used only for academic purpose. Below are some questions. Please consider
this my modest request for your feedback. Thank you for your kind participation.

PART-A
Demographic Information
1. Gender
o Male

o Female

o Other:

2. Age
o 18-20 years

o 21-30 years

o 31- 40 years

o Above 40 years

o Other…………

50
3. Occupation
o Businessman

o Job Holder

o Student

o Retired Person

o Other…………….

PART-B

1. The adoption of digital banking service at Southeast Bank PLC. positively impacts my
convenience in managing financial transactions.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

2. I frequently use Southeast Bank’s digital services (Internet banking, ATM, Agent
Banking, Mobile Apps).
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

3. I am not adopting digital banking services due to Information Security and Cyber
Concern.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

51
4. Digital banking services make it easier, faster, flexible, and more convenient for
customers to perform banking operations.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

5. The Digital Transformation of Southeast Bank PLC. have positively influenced my

overall banking experience.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

6. Customers in lower age categories tend to use digital services, provided by digital
transformation, more than, customers in older age categories.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

7. Customers with higher education levels tend to use digital services, provided by digital
transformation more the customers with less education level.
o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

8. Customers with higher income levels tend to use digital services provided by digital
transformation more than the lower-income level.

52
 o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly Agree

Survey Responses:

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55
56
57
SPSS Data Analysis

Variable View

Data View

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