This study explores the impact of digitalization on the Net Promoter Score (NPS) among banking customers in Europe. The topic was selected due to the growing importance of digital transformation in reshaping the banking industry and its potential to influence customer satisfaction and loyalty, as reflected by NPS. The literature review provides a detailed analysis of the central concepts of digitalization and NPS in the European banking industry, including the historical context of banking digitalization, the importance of NPS as a customer satisfaction metric, and the influence of digital banking features on customer experience. A key contribution of this paper is the development of an original conceptual model that integrates key elements from literature to explain how digitalization impacts customer experience and, subsequently, NPS. As a novelty, the study distinguishes between overall bank-level NPS and the NPS specifically associated with digital products and services delivered through internet banking platforms. The methodology relies on secondary data to address two key questions: (1) How does the NPS for digital banking services compare to the overall NPS at selected banks level? (2) Does a higher degree of national digitalization relate with higher NPS scores of the banks? Using a case study of top-performing banks in Romania and two other European countries, the findings provide insights into how digital maturity influences customer loyalty and supports banks in refining their digital strategies.