The evolution of the Digital Economy with the new digital technologies is happening very fast, leading to more intense competition in different sectors of the economy. Banks are not exception and are also betting in the use of digital and artificial intelligence, replacing traditional approaches of banking. In this study, we analyse customers satisfaction, loyalty, and trust, using the results of a survey carried out with relevant statistical samples in Spain and Portugal. In previous studies made in the Portuguese banking market, it has been demonstrated that the most relevant element for customer satisfaction and loyalty to their main banking institution is trust and, in this study, we will analyse these indicators for customers in both countries, considering the significant change in the way of doing banking that is taking place, with different approaches to the customer, implemented by the banks, replacing human contact in the branches by the use of digital technologies, and we will analyse the impact that these new approaches are having on customers in Spain and Portugal
