we examine the role of redesigning banking service delivery processes within the framework of enterprise architecture in improving customer experience, which leads to increased customer satisfaction. First, we precisely identified the current state of processes related to value streams involved in creating the customer experience .A questionnaire focused on the recurring variables in previously conducted articles and studies was then given to two groups of customers: Group 1 consisted of customers who used the service before the redesign, and Group 2 consisted of those who used it after the redesign. By analyzing the collected data, we assessed the extent of changes in customer experience improvement and customer satisfaction. By comparing the path coefficients (beta coefficients) and the coefficients of determination (R²) of the two dependent variables in the conducted tests, it was found that process redesign led to an increase in the coefficient of determination for customer experience in the marriage loan service from 0.209 to 0.288, reflecting a 7.9% improvement. Similarly, the coefficient of determination for customer satisfaction increased from 0.291 to 0.636, indicating a 34.5% rise in customer satisfaction. This increase demonstrates the enhanced impact of independent variables on the dependent variable over the two study periods, highlighting the role of Enterprise Architecture in improving customer experience and satisfaction. Furthermore, the composite reliability and Cronbach’s alpha for all questionnaire indicators exceeded 0.7, confirming their reliability and allowing for hypothesis testing through structural equation modeling (SEM).