Technology Adoption, Customer Experience, and Innovation Performance in the Banking Sector of Pakistan

Abstract

The blistering development of digital technologies has considerably redefined the organization and the operation of the banking sector of the world. Over the past few years, banks have been turning to technological inventions to streamline their efficiency in services, improve customer relationship as well as their competitive advantage. The banking industry in Pakistan undergoes a significant digital change that is marked by the introduction of mobile banking, internet banking, automated service platforms, artificial intelligence-based customer support, and fintech collaboration. This paper examines how technology adoption, customer experience and innovation performance are correlated with the banking industry of Pakistan. The study is based on the Technology Acceptance Model, the Resource-Based View, and the Service-Dominant Logic to argue that successful utilization of technology has a positive impact on customer experience, and this impact leads to innovation performance in banks. The suggested research design is a quantitative one as the investigator will target both public and private sector bank customers and employees in Pakistan. The results should be relevant to the current body of literature as they will provide a comprehensive framework that will explain how technology-mediated customer experiences create innovation performance in developing economies. In practice, the research offers information to bank managers and policymakers to develop customer-focused digital strategies that can help them contribute to sustainable innovation and long-term development in the Pakistani banking industry.