THE EFFECTS OF DIGITAL BANKING APPLICATIONS ON CUSTOMER EXPERIENCE, SATISFACTION AND LOYALTY

Öz

In this study, the effects of digital transformation and change in the banking sector on customer experience, customer satisfaction, and customer loyalty were examined. Within the scope of the research, the data were obtained from digital banking customers by survey method (n=336). The results acquired from the research were analysed (Anova) and interpreted by the SPSS statistical program. Based on the data obtained by this research, the frequency and intensity of the use of digital banking applications were found to be high, and the use of mobile banking applications, especially among digital banking transactions, was higher than the others. Moreover, it has been determined by the analysis that there is a significant relationship between customer experience, customer satisfaction, and loyalty in digital banking applications.

Anahtar Kelimeler

• Digital Banking
• Customer Experience
• Customer Satisfaction
• Customer Loyalty

DİJİTAL BANKACILIK UYGULAMALARININ MÜŞTERİ DENEYİMİ, TATMİNİ VE SADAKATE ETKİSİ

Öz

Bu çalışmada bankacılık sektöründeki dijital dönüşümün ve değişimin müşteri deneyimi, müşteri tatmini ve sadakatine etkisi incelenmiştir. Araştırma kapsamında veriler, dijital bankacılık müşterilerinden anket yöntemiyle (n=336) elde edilmiştir. Elde edilen veriler SPSS istatistik programı aracılığı ile analiz edilmiş (Anova) ve yorumlanmıştır. Çalışmadan elde edilen verilere göre dijital bankacılık uygulamalarının kullanım sıklığı ve yoğunluğu yüksek bulunmuş, özellikle dijital bankacılık işlemlerinden mobil bankacılık uygulamalarının kullanımı diğerlerine göre fazla çıkmıştır. Ayrıca dijital bankacılık uygulamalarında müşteri deneyimi, müşteri tatmini ve sadakati arasında anlamlı etkileşim olduğu yapılan analizler ile tespit edilmiştir. 

Anahtar Kelimeler

• Dijital Bankacılık
• Müşteri Deneyimi
• Müşteri Tatmini
• Müşteri Sadakati

Kaynakça

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