Abstract:
1. Introduction
The landscape of modern banking is undergoing a dramatic shift fueled by
hyper-personalization, which involves tailoring banking experiences to
individual customer preferences and behaviors, enhancing satisfaction and
loyalty. In a competitive banking landscape, offering personalized
experiences can differentiate competitors where empirical study findings
lack in this area of study. Therefore, this research attempted to identify the
effects of Hyper-Personalization on rewarding the banking experience for
customers of CCA Bank.
2. Research Methodology
The research selected a positivist epistemological standpoint and a
deductive research approach. A sample of 384 participants was selected
during June-August 2024 from the estimated population of over one
million CCA customers in the Western Province of Sri Lanka. Simple
random sampling was employed to ensure representativeness. A
structured survey questionnaire was administered to collect data, which
was subsequently analyzed using descriptive statistics (mean, mode,
standard deviation) and inferential statistical analysis (chi-square test).
3. Findings and Discussion
The study concludes that hyper-personalization plays a vital role in
shaping a rewarding banking experience by aligning products, services,
and interactions with individual customer preferences in real-time. The
synergy of contextual, dynamic, channel-specific, and omni-personalization
enhances customer satisfaction and loyalty. However, successful
implementation requires robust data management, consistent customer
touchpoints, and a strong focus on privacy and security.
4. Conclusion and Implications
The study shows that hyper-personalization, including contextual,
dynamic, channel-specific, and omni-personalization, significantly
enhances customer banking experiences at CCA Bank. These strategies
improve satisfaction, loyalty, and engagement but require careful data
management and addressing privacy concerns to fully realize their
benefits
