Digitalization in Banking and Insurance: customers perception

This paper explores customer perceptions of digitalization in banking and insur-ance services, sectors undergoing rapid transformation due to technological ad-vances. The study aims to understand how digital tools are received by users and the implications for customer satisfaction. A qualitative methodology was em-ployed, based on 16 semi-structured interviews with clients from both sectors. The findings reveal that digitalization is generally perceived as a source of con-venience, speed, and accessibility. However, concerns persist regarding data se-curity, loss of human contact, and usability. While digital tools are widely adopt-ed in banking, insurance customers show greater hesitation, especially when seeking personalized advice. The study concludes that full digitalization may neg-atively impact customer satisfaction if traditional services are entirely replaced. These insights offer strategic guidance for financial institutions aiming to balance innovation with customer expectations.