• Pan Hongmei
• Rasheedul Haque

Purpose: This research aims to understand how financial institutions in Guangdong are improving quality of service to aid themselves and customers in getting on with new expectations after COVID-19. It seeks to generally outline the digital transformation impacts and behavior shifts brought on by the pandemic, providing insight into the upcoming challenges regarding aligning technological advances with service delivery to customers. Methodology/Approach: The research follows the interpretive paradigm for a qualitative approach. Semi-structured interviews were conducted with 12 customers and 8 practitioners. Thematic analysis was used to develop four main themes-digital efficiency, trust and transparency, personalized service, and agility to dynamic market changes. Originality: The study gives a new twist regarding the interplay between digital transformation and customer expectations within the financial services sector, especially characterizing the post-pandemic phase, and challenges around that, faced by the institutions in Guangdong. It poses the crucial upholding harmony of innovative technologies and humanness in service. Value: The recommendations contained in this study would offer financial institutions the possibility to enhance their current approaches to business on channels for quality service delivery. Future research is ultimately expected to uphold this work by addressing the empirical argument regarding financial service retailing. The research findings thus support the ongoing attempts to promote digital finance investment as a contributory factor towards enabling this modernization

Digital Transformation, Guangdong Financial Sector, Service Quality, Customer Expectations

"AN EMPIRICAl INVESTIGATION OF SERVICE QUALITY DYNAMICS IN THE DIGITAL ERA: PERSPECTIVES FROM GUANGDONG’S FINANCIAL SERVICES SECTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.168-175, January-2025, Available :http://www.jetir.org/papers/JETIRGS06020.pdf

"AN EMPIRICAl INVESTIGATION OF SERVICE QUALITY DYNAMICS IN THE DIGITAL ERA: PERSPECTIVES FROM GUANGDONG’S FINANCIAL SERVICES SECTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. pp168-175, January-2025, Available at : http://www.jetir.org/papers/JETIRGS06020.pdf