Tell us about your DBA Research – P A C Hasaranga
Assistant Manager – Offshore Banking, Bank of Ceylon
P A C Hasaranga successfully completed his DBA degree programme at the Faculty of Management and Finance, University of Colombo, in year 2024.
The title of his DBA thesis is “Role of Human Interaction in Customer E-loyalty in Digital Banking Sector of Sri Lanka”.
How did you develop an interest on this topic?
My interest in this topic developed from observing the challenges faced by major retail banks in Sri Lanka in providing a satisfactory emotional experience amid technological advancements. Witnessing the decline in customer e-loyalty at the case organization sparked my curiosity about how human interaction can influence customer e-loyalty in digital banking.
What are your main findings?
The study finds that human interaction has a significant impact on customer e-loyalty in digital banking. Customers often prefer interactions with human representatives for a more satisfying experience and effective issue resolution. The research also indicates that incorporating human elements into a digital banking model through a hybrid approach can be beneficial.
What are the implications of your research?
The research suggests that banks should revise their customer service frameworks and enhance employee training programs. Incorporating strategic human interactions within AI-driven financial services is recommended to improve customer e-loyalty and bridge the gap between digital and emotional customer experiences. In theoretical perspective, the research uses the perspective of the theory social response and CASA paradigm which inherently looks on through an anthropocentric paradigm.
What was it like to do a DBA at the University of Colombo?
Being part of the first DBA batch of the University of Colombo will always be memorable. It was a challenging yet rewarding experience. The demanding nature of the program pushed us to excel and deepened our understanding of the subject area. Ultimately, the DBA program has made me who I am today.
Finally – what will you do next?
Moving forward, I plan to continue exploring the integration of human interaction in digital banking both theoretically and in practice. I also aim to apply the insights gained from this study for practical implementations, potentially contributing to the development of innovative solutions that enhance customer e-loyalty and satisfaction in the digital era.
