The effect of mobile banking applications on customer experience and loyalty: The case of Konya

Technological developments in the banking sector today are leading to major changes in marketing strategies. Technologies such as the Internet, computers, smart tablets and phones are making a significant transformation in the way banks reach customers and provide services. Mobile banking applications enable banks to provide services to their customers quickly and easily. Thanks to these applications, customers can perform banking transactions at any time and place. Thanks to mobile banking applications, they can easily perform transactions such as checking account information, making money transfers, paying bills. Thus, more access to customers is provided and customer satisfaction is increased. This study aims to examine the effects of mobile banking applications on customer experience and loyalty. A questionnaire was used as a data collection method in the research. The sample of the research consists of 407 people who are located in the city center of Konya and use mobile banking services and were selected by easy sampling method. The obtained data were analyzed with SPSS package program. As a result of the analysis, it was found that there is a positively significant relationship between mobile banking and customer experience and customer loyalty; in addition, mobile banking application affects customer experience and customer loyalty Decently.