Why Customers Stay—Exploring Satisfaction in Digital Banking Through CRM Systems

This study examines the role of Customer Relationship Management (CRM) to establish customer satisfaction on digital banking. With the growing integration of digital tools in banking, features such as chatbots, personalized services, secure transactions, and effective complaint handling play a pivotal role in shaping customer experiences. Using Structural Equation Modelling with Partial Least Squares (SEM-PLS), the analysis focuses on identifying how specific CRM functionalities influence satisfaction outcomes. This study used a quantitative survey method, focusing on 400 active users of digital banking services who engage with CRM-supported features. The results show that several elements of CRM have a positive impact on customer satisfaction. These findings are consistent with earlier studies that emphasise the importance of personalised services, data privacy, effective problem resolution, and feedback mechanisms in building stronger customer relationships within banking platforms.