Authors : Lemma Wakeyo Bokku

Volume/Issue : Volume 11 - 2026, Issue 8 - August

Google Scholar : https://tinyurl.com/38d7vvs7

Scribd : https://tinyurl.com/4p46d4xb

DOI : https://doi.org/10.38124/ijisrt/26aug311

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Ineffective digital transformation strategies remain a key challenge affecting customer experience and technology adoption in the banking sector, particularly in emerging economies. As customer expectations increasingly shift toward seamless, secure, and user-friendly digital services, bank managers must adopt effective strategies to enhance customer satisfaction and sustained usage of digital platforms. Guided by the Technology Acceptance Model (TAM), the purpose of this qualitative single case study was to explore the digital transformation strategies managers at the Commercial Bank of Ethiopia (CBE) used to enhance customer experience. The participants were five senior managers in Addis Ababa, Ethiopia, each with more than five years of experience in implementing digital transformation initiatives in the banking sector. Data were collected through semi-structured interviews and analyzed using NVivo 14 following a systematic thematic analysis process that included data transcription, coding, categorization, and validation. Four major themes emerged from the data analysis, including strategic integration of digital technologies, customer-centric service delivery, innovation and process optimization, and sustainable digital transformation. The findings revealed that effective digital transformation at CBE extends beyond technology adoption to include strategic alignment, leadership commitment, customer orientation, innovation, and sustainability. A key recommendation for bank managers is to embed digital initiatives into enterprise-wide strategy while prioritizing customer needs, process efficiency, and long-term sustainability. The implications for positive social change include improved customer satisfaction, expanded financial inclusion, enhanced trust in digital banking services, and strengthened institutional resilience within Ethiopia’s banking sector.

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