The Effects of the Digital Transformation Process on Banks’ Relationship with Customers : Case Study of a Large Swedish Bank

The role of digitalisation in the banking sector has altered customers' preferences and demands. As a result of this, banks in Sweden are becoming more digitally oriented in order to satisfy their customers' new preferences and demands. According to the contingency theory, the banks' new digital focus has to be aligned with other factors in the banks in order for them to function effectively. The purpose of this study is to investigate how the banks' relationship with customers is affected by this digital focus. This is a qualitative study that has been conducted through a case study at a large Swedish bank. The data gathered in the case study indicate that the relationship with customers has become less personalised and more automated. It also shows that an alignment in the bank has contributed to increased satisfaction among digitally oriented customers