Abstract:
Thisstudyassessthetransformativeinfluenceofthedigitaleconomyonenhancingoperations
andservices,fosteringfinancialinclusivity,andelevatingcustomersatisfactionwithintheArusha
Citybankingsector.ThestudyfocusedonthecaseofDiamondTrustBank(DTB)ArushaBranch, withasamplesizeof100respondentscarefullyselectedfromanundefinedpopulationofthe
bank'sdiversecustomerbase.DTBstaffwasinterviewed,providingvaluableinsightsintothe
intricaciesoftheissuesunderexamination.Additionally,documentaryanalysiswasemployedto
collectpertinentsecondarydata,enrichingthedepthandcontextofthestudy.Priortotheactual
data collection, the research instruments underwent a rigorous pilot test. The reliability of these
instrumentswas then verifiedthrough Cronbach's alpha coefficient, ensuring the consistency and
accuracy of the data. Face and construct validity were meticulously established under the
guidanceoftheuniversitysupervisorandinsightsfromesteemedexpertsinthefield.Employing
the Software Package for Social Sciences (SPSS), the collected data underwent a systematic
analysis. Descriptive statisticaltoolswere utilized toreveal centraltendencies anddata spread, while inferential statisticaltools suchas correlation,regression, and ANOVAwere deployedto
drawmeaningfulinferencesaboutthebroaderpopulation.Thestudy'sfindingsliesinitspotential
to inform policy decisions, guide banking practices, and contribute to the scholarly discourse
surrounding the intersection of the digital economy and the banking sector. As the financial
landscape evolves, understanding the implications of digital transformation becomes imperative
forthesustainedgrowthandrelevanceofbanksinArushaCityandbeyond
