TECHNOLOGY'S IMPACT ON THE BANKING SYSTEM AND CONSUMER BEHAVIOR. ALBANIA'S ADOPTION OF E-BANKING IN COMMERCIAL BANKS

Abstract

Technological development in recent decades has played an important role in the functioning of the banking sector in Albania. The overall goal of commercial banks is to increase customer satisfaction and increase revenue. As a result, the implementation of electronic banking services has become a critical point for the development of the banking sector in the 20th century. This thesis aims to show the importance of using e-banking services from the perspective of customers of commercial banks in Albania and specifically BKT, Raiffeisen or Fibank. It generally addresses the implementation of e-banking services in commercial banks in Albania, continuing then more specifically with the development of electronic banking platforms in each of the banks BKT, Raiffesien and Fibank. Of particular interest in this paper is the analysis of the questionnaire data conducted with various clients of BKT, Raiffeisen and Fibank banks that were taken for study. This analysis was conducted to show that customers' perception of e-banking services is affected by technological development in the banking system, how customer satisfaction with the use of e-banking has increased, thus avoiding visits to the respective bank branches, how the perception of customers for the use of e-banking based on demographic factors and how it will affect customer awareness of e-banking in the future.