رقمنة الخدمات المصرفية وفعاليتها الاجتماعية دراسة ميدانية

This study attempts to answer the following problematic question: What is the social effectiveness of digitizing Egyptian banking services, and its repercussions on the beneficiaries of government banks? Some factual evidence, through conducting the pilot study, confirmed the importance of digital transformation in government banks in particular (National Bank and Banque Miser); To achieve this goal, the study relied on conducting in-depth interviews for the application on a certain number of clients in the two governorates: Cairo and Giza, after applying a scale focused on social effectiveness, in addition to the observation tool.
The study concluded that economic globalization has led to increase in financial transactions within financial institutions; As a result of the digitization of banking services and their spread, it also tried to identify the most important digitized banking services that have proven their effectiveness, including easy access to the personal account, conducting bank transactions, transferring money, in addition to other electronic services, and identifying the most important challenges they face, such as the lack of infrastructure necessary for digital transformation. ; the existence of some problems facing customers; As a result of the lack of technological awareness and the scarcity of experiences, most customers stressed the necessity of having electronic applications to secure them, monitoring the performance indicators of digital operations by banks, and increasing the financial educational capacity of customers to manage the bank account electronically in light of the increased risks created.
She indicated the efficiency of the digitization of banking services, as digital banks deal with customer information confidentially, and provide data to customers in a timely manner with updating; Hence, it helped to develop banks and increase their competitiveness; Due to its ability to save time and effort, digital alerts whether by SMS or e-mail, and the ability to respond to inquiries in a short time, which led to reducing pressure on workers, increasing investment or digital investment, and increasing savings, due to the ease of withdrawal and deposit and the direction of some to digitized financial transactions; Therefore, the results resulted in the necessity of conducting surveys to determine the extent of customers' ability to adapt to digital services, and the possibility of dealing to achieve customer satisfaction.
Finally, identifying the most important future plans proposed to improve the efficiency of digitizing government banking services, as follows: Continuously evaluating employee performance, and measuring customer satisfaction on the one hand; And understanding how to manage customer relations to attract other customers on the other hand. It completed marketing tasks to identify consumers’ behavior, identify their needs, provide comprehensive reports on them, continuously develop digital services, review mechanisms for the quality of services provided, develop mechanisms for dealing with beneficiaries, conduct marketing campaigns to exchange experiences, and rely on digital marketing techniques.
The study recommended the need to enhance the interest of government banks in building trust with customers through rapid response, training, and qualification of human cadres to deal with the digitization of services.