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
