Impact of Digital Transformations on Customer Satisfaction in the Financial Services of the Real Estate Industry

Maria Rosario F. Briones
https://orcid.org/0009-0008-9728-8309
maroseqf@yahoo.com
University of Perpetual Help System Dalta
Las Pinas City, Manila, Philippines

DOI: https://doi.org/10.54476/apjaet/

                                                                                          Abstract

This study explores the impact of digital transformation on customer satisfaction in financial services within the Philippines’ real estate sector. It evaluates how digital tools influence satisfaction using the SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Challenges such as data security concerns, digital literacy gaps, and resistance to change are addressed. Further, it aims to assess the customer satisfaction across SERVQUAL dimensions, to evaluate the perceived usefulness and ease of use of digital tools, and to examine the correlation between digital transformation and customer satisfaction. A quantitative descriptive correlation design using a quantitative approach was used, involving 150 customers with diverse demographics who engaged with digital real estate financial services. Data collection employed validated SERVQUAL and Technology Acceptance Model (TAM)-based instruments, and was done through survey questionnaires, executed face-to-face and online. Pearson’s correlation and SPSS were utilized for analysis. The respondents, predominantly young professionals, reported high satisfaction across SERVQUAL dimensions, particularly tangibles and assurance. Perceived usefulness (r = 0.34) demonstrated a stronger correlation with satisfaction than ease of use (r = 0.25). Practical advantages of digital platforms were highly valued, while intuitive designs require refinement. Digital transformation significantly enhances customer satisfaction by improving service quality, trust, and efficiency. Strategic recommendations include simplifying the user interface, enhancing support systems, and prioritizing robust security. A roadmap emphasizes continuous improvement through user feedback, training, and tailored digital solutions.

Keywords: Business and Technology, Digital transformation, customer satisfaction, Quantitative survey, correlational analysis, Philippines

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