Omnichannel Strategies in the Banking Sector: Enhancing Customer Experience through Digital Integration

Abstract

The rapid digital transformation of the banking sector has necessitated the adoption of omnichannel strategies to enhance customer experience through seamless service integration. This study examines the impact of omnichannel strategy on customer experience, with particular focus on the mediating role of digital integration and the influence of technological enablers such as data analytics, customer relationship management (CRM), artificial intelligence (AI), and cloud infrastructure. Quantitative research design was employed using primary data collected from 294 banking customers through a structured questionnaire. Structural Equation Modeling (SEM) was used to assess the relationships among the constructs. The reliability and validity of the measurement model were confirmed through factor loadings, Cronbach’s alpha, Composite Reliability (CR), and Average Variance Extracted (AVE), while discriminant validity was established using the Fornell–Larcker criterion. The findings reveal that omnichannel strategy has a significant positive effect on both digital integration and customer experience. Digital integration partially mediates this relationship, indicating that seamless technological alignment is important for translating strategy into enhanced customer outcomes. Furthermore, technological enablers, particularly cloud infrastructure and CRM, demonstrate strong positive effects on customer experience, while data analytics and AI also contribute significantly. The results underscore the importance of both direct and indirect effects of omnichannel strategies in shaping customer perceptions and satisfaction. The study contributes to the growing literature on digital banking by developing and empirically validating an integrated framework linking omnichannel strategy, digital integration, technological enablers, and customer experience, while providing practical insights for customer-centric digital transformation.