Efficiency of online customer service and its impact on customer satisfaction in Ukrainian banks

Abstract

Active digitalization of the financial sector is leading to a transformation of the formats of interaction between banking institutions and consumers of financial services. In the context of increasing competition in the financial market, the quality of electronic interaction is gaining strategic importance for ensuring the stability and long-term development of banking institutions. Also, it affects users' trust and behavioral intentions. The purpose of the study is to substantiate the theoretical and applied aspects of the effectiveness of digital channels of interaction between banks and users in the national banking system and to determine their role in shaping a positive consumer experience. Methods. The study used general scientific and analytical methods, in particular analysis and synthesis, generalization, systematization, and comparative analysis, which enabled it to structure approaches to assessing the effectiveness of online customer service and to generalize modern practices of digital interaction in the banking sector of Ukraine. Results. It is established that the key determinants of a positive consumer experience are the speed of processing requests, the stability of electronic platform functionality, the level of personalization of service solutions, and the transparency of communications. Differences in perceptions of digital services across user groups are identified, indicating the need for a segmented approach to organizing interactions. Research shows that high-quality remote communication strengthens trust in a financial institution and increases customers' willingness to reuse banking products. Conclusions. The generalizability of the research results confirms the feasibility of systematically developing digital channels to improve banks' competitive positions. The practical value of the results lies in their use in developing strategies for the digital development of financial institutions, improving service processes, and enhancing user interaction quality.