“…Our paper contributes to two main fields of literature. Firstly, it contributes to the recent banking literature focused on banks' digitisation process (Carbó‐Valverde, Cuadros‐Solas, Rodríguez‐Fernández, & Sánchez‐Béjar, 2023; Dadoukis et al., 2021; Kwan et al., 2021; Pierri & Timmer, 2022; among others) by showing that banks' digitalisation efforts have a direct impact on customers. Secondly, it contributes to the literature on consumer experience (Amin, 2016; Dehnert & Schumann, 2022; Herington & Weaven, 2009; among others) by providing empirical evidence on how customers' perceptions and satisfaction are directly affected by digital strategic choices.…”