Abstract
In the current business landscape, characterized by the widespread adoption of Information and Communication Technologies, companies must adapt to new paradigms and align their management strategies accordingly. The retail banking sector has experienced significant transformations, and the process has been further accelerated by the Covid-19 pandemic. The shift towards digital banking has become essential due to market conditions, offering advantages such as differentiation from competitors, cost reduction, and improved customer engagement. This study aims to explore the strategies implemented by the banking sector during the digital transformation and examine the extent to which Covid-19 has influenced the growth of Digital Banking. The research methodology involved conducting a questionnaire survey among clients of banking institutions. The sample size for this study comprised 351 respondents. The survey findings indicate that, overall, respondents are content with the digital services provided by financial institutions. They perceive them as secure and exhibit a preference for Homebanking/Mobile Banking over traditional channels.
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