Analysis of antecedents and consequences of the customer experience in the digital banking

Banking is one of the sectors most affected by the developments in digital technologies. In particular, technological developments in mobile and online banking and changes in customer behaviours have led to a rapid digital transformation in banking. This thesis aims to determine the antecedents of customer experience in digital banking and reveal the effect of antecedents on customer experience dimensions, dimensions on loyalty, and loyalty on word of mouth communication. When the literature is examined, it can be stated that the relationship between the antecedents and successors of customer experience in digital banking has not been empirically examined holistically. In this respect, it can be stated that the thesis is original both theoretically and practically. As a matter of fact, the results obtained are very important for banks that want to improve the customer experience, as jobs and skills in the digital environment gain importance. The population of the research consists of people using digital banking services. In the research, convenience and snowball sampling methods were used, and 793 questionnaires were collected with the online questionnaire method. The research model of the thesis is analyzed by partial least squares structural equation modeling. The antecedents in the research model of the thesis are a formative construct, while the customer experience dimensions and consequences are formed in a reflective construct. Measurement model analyzes were performed according to these constructs. Then, the hypotheses in the research model were analyzed with PLS structural equation modeling. As a result of the analysis, it was found that digital banking customer experience antecedents have positive effects on the dimensions of digital banking customer experience. At this point, the effect of interaction experience antecedent on customer experience dimensions is higher than the general antecedents. The effects of digital banking customer experience dimensions on loyalty and loyalty on word of mouth communication were found to be high. In addition to their theoretical contributions, the research results have important contributions to how banks that provide digital banking services can integrate the obtained results into their business models and technologies. Keywords: Digital Banking, Customer Experience, Dimensions of Customer Experience, Antecedents of Customer Experience, Consequences of Customer Experience, Structural Equation Modeling (YEM)