Title: The relationship between digital transformation and customer satisfaction: a case study in Bancassurance

Authors: Rodrigo Curi; Alberto Luiz Albertin

Addresses: Business Administration School of São Paulo, Getulio Vargas Foundation, São Paulo, Brazil ' Business Administration School of São Paulo, Getulio Vargas Foundation, São Paulo, Brazil

Abstract: Customer satisfaction is one of the main drivers of companies that seek competitive advantages to increase market share and customer loyalty. It is necessary to increase the simplicity and convenience of the processes related to the products and services the company is offering, including the after-sales experience. Digital transformation offers competitive edges through innovation, operational efficiency and increased perception of value by its customers, partners and process stakeholders using new technologies, swift methods of systems development and the creation of new businesses. The sharp change in the habits and behaviour of customers and markets force corporations to redesign their business models. Digital transformation seeks to help understand the characteristics of its customers in order to offer customised solutions and add value to the experience. The objective of this article is to report the results of the validation of the relationship and intensity between customer satisfaction and digital transformation.

Keywords: digital transformation; customer satisfaction; customer experience; new business models.

DOI: 10.1504/IJBIR.2026.154650

International Journal of Business Innovation and Research, 2026 Vol.40 No.3, pp.381 - 401

Received: 04 Jul 2022
Accepted: 05 Mar 2023
Published online: 09 Jul 2026 *

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