Chapter 4: The Impact of the Customer Experience Offered to Customers Through Digital Banking Applications on Customer Loyalty and Customer Satisfaction^*

Introduction: The difficulties and restrictions faced during the pandemic have led various organizations to offer online services. Organizations with the necessary infrastructure have adapted more seamlessly to this shift, while unprepared organizations have faced significant challenges. Recognizing the increasing importance of digital transformation, the banking sector, as a critical player in this process, has been widely examined in the literature.

Purpose: The digitization of banking has enabled faster and more convenient access to banking services. It is crucial to investigate how customer experience, shaped by the services provided by customer-centric banking institutions, impacts customer loyalty and satisfaction. This study focuses on data collected in Ankara, the capital city of Turkiye.

Methodology: Data were collected from 564 participants through a face-to-face, online survey. Fifty-four participants were excluded from the study due to non-use of digital banking or being under 18.

Findings: We found that money transfer was the most frequent digital banking transaction. As a result of the research, we understood that there is a statistically significant relationship between customer experience and customer loyalty and satisfaction, and there was no statistically significant relationship between gender and these values.