Banks in the digital age: digital transformation and the customer’s key role in the innovation process

This thesis explores digital transformation and innovation in banking, looking at how emerging technologies are redefining business models, services and customer interaction. The adoption of advanced digital solutions, such as mobile banking, artificial intelligence, blockchain and open banking, is radically changing the financial landscape, offering new opportunities to improve operational efficiency and customer experience. The main objective of this research is to investigate how digital innovation affects the banking sector, with a particular focus on how banks are responding to new customer needs. One central aspect of this thesis is the growing role that customers play in the process of digital transformation. Customers are no longer seen as mere users of banking services, but as active players in innovation through their interaction with the technologies and feedback they provide to banks. This change is directly affecting the design of new products and services, putting the focus on personalization, trust and security in digital solutions. In this context, this thesis aims to examine the relationship between technological innovation and customer expectations, highlighting how banks can adapt and grow in an increasingly competitive market. The objective is to analyze how integrating user preferences and needs can drive innovation processes in the banking sector. For this reason, a questionnaire was developed to explore bank customers' experiences and preferences, allowing for an in-depth analysis of this phenomenon and its practical implications.