International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Personalized banking: A key to customer retention in Botswana’s digital space.

Author(s) Emmanuel Sibisibi
Country Botswana
Abstract This research paper explores the significance of personalized banking experiences in Botswana’s digital age and how banks can leverage technology and customer data to enhance these experiences. The rapid digital transformation has significantly changed the customer expectations in the financial sector. This has made personalized banking a critical issue in fostering customer experience and retention, through artificial intelligence (AI), and machine learning (ML). To achieve the objective of the study, Technology Acceptance Model 3 was implemented. The model’s dimensions include use behavior, perceived usefulness and perceived ease of use of the technology. Ten commercial banks in Botswana were given self-administered questionnaires as part of a descriptive research design. It has come to light that modern customers want a more customized banking experience, and banks are using technology to customize their products and services. This shift is essential in the digital market, as it improves loyalty and conservation. Traditional banks in Botswana must balance digital and in-person interactions to cater to diverse consumer preferences. By embracing the digital revolution through investing in a robust digital infrastructure, traditional banks can create relatable, encouraging, and safe banking experiences.
Keywords Machine learning, Artificial intelligence, Technology acceptance model, Personalized banking, Digital banking
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-09-11
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.55524
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E-ISSN 2582-2160
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