Customer Perception towards E-Banking Services in Albania

Abstract

The development of technology has impacted every industry in the world. All of them have embraced change to be competitive in the market, to reduce costs, and most importantly, to make people's lives easier. There are many pros and cons to technology development, but one thing we can all agree on is that using tech products has reduced waiting times and improved operational efficiency. The Internet can be seen as a global phenomenon that has made time and distance irrelevant for many transactions.

This paper aims to explain the importance of automation and digitalization in the banking system, known as e-banking technology. Through this study, we aim to understand the impact of digitalization on bank clients. People value "money," "time," and "proper management" of the income entrusted to the bank. One of the most profitable solutions is to manage money through an app, sign through the app, and speak with a consultant in a quick and simple way. Through e-banking, the client is more secure, has more time, and this equals happiness.

The purpose of this study is to evaluate the impact of technology on the banking system. We will analyze the impact of technology implementation in banking operations with the aim of increasing customer service efficiency. The topic is examined to understand how consumers react to the perception of e-banking. For this reason, we will examine factors that influence this perception, such as cost, reliability, ease of use, safety, responsibility, and their impact on the customer's choice.