The digital communication strategies for banking entities, a perspective from science.

Abstract

The research highlights the relevance of digital communication to improve customer relationships and operational efficiency in banks. Effective strategies were identified such as the use of social networks, multimedia content and online communication platforms, which allow interaction in real time, provide information and maintain coherent communication. It highlights the need for omnichannel integration to offer a consistent user experience, crucial in accelerated digital transformation. Using the PRISMA method for the systematic review of the literature, 862 base studies were obtained, of which 10 documents were included. The results show that electronic marketing positively impacts customer satisfaction and loyalty in the banking sector. Limitations include that the rapid evolution of digital technologies means that findings may become obsolete in a short period of time. Keywords: Digital communication, banking strategies, electronic marketing, customer satisfaction, omnichannel