Optimizing customer engagement in a digital marketing approach: a comparative analysis of customer interactivity before/after

Abstract

The digital revolution has reshaped the banking sector, necessitating a comprehensive understanding of its impact on customer engagement. This master's thesis aims to optimize customer engagement in a digital marketing approach through a comparative analysis of clients' interactivity before and after digitalization. Specifically, it investigates the impact of digital credibility on customer engagement in the banking sector. It was divided into 3 major parts two of them theatrical were about digital marketing and customer engagement. The second part is the empirical research, a survey was conducted using an administrated questionnaire to SGA customers