Master’s Thesis Defense on Digital Services, Customer Experience and Bank Customer Loyalty

The Arab Academy for Management, Banking, and Financial Sciences – Aden held a public defense session on Tuesday, May 19, 2026, for the master’s thesis submitted by researcher Abdullah Nasser Khamis Bin Thabit as part of the Master’s Program in Business Administration (Arabic). The thesis was titled: “The Impact of Digital Services on Enhancing Customer Loyalty Through Improving Customer Experience as a Mediating Variable: A Field Study of Customers of Banks Operating in Aden Governorate.”

The study examined the impact of digital services provided by the banking sector on customer loyalty, focusing on the mediating role of customer experience in the relationship between digital services and customer satisfaction and loyalty, through a field study of a sample of customers of banks operating in Aden Governorate.

The study aimed to develop findings and recommendations that contribute to improving digital banking services, enhancing customer experience quality, and strengthening customers’ trust and loyalty toward banking institutions.

During the defense session, the researcher presented the study’s theoretical framework, objectives, significance, research methodology, and statistical tools, in addition to the key findings, which demonstrated a positive impact of digital services on enhancing customer loyalty through improved customer experience.

The researcher also presented a set of practical recommendations supporting banks’ efforts to expand digital services and improve the efficiency of banking systems in ways that contribute to increasing customer satisfaction and strengthening their trust in banking institutions.

The Thesis Examination Committee enriched the session with its academic observations and methodological questions, praising the importance of the topic and its relevance to rapid developments in the banking sector, as well as the study’s academic contribution to banking marketing, digital transformation, and customer experience management.

At the conclusion of the session, the committee approved the thesis and recommended awarding the researcher a Master’s degree in Business Administration, subject to incorporating the proposed minor amendments, wishing him continued success in his academic and professional career.