The effect of service convenience dimensions and brand trust with AI based mobile banking services on customer loyalty: Research on a private bank customers

In this thesis, the relationship between customer loyalty and the factors affecting customer loyalty of a private bank customers who benefit from mobile banking services and the effect of artificial intelligence-based mobile banking services on customer loyalty were analyzed. The aim of the research is to reveal the effect of the dimensions of service convenience and the brand trust on customer loyalty and to explain the effect of artificial intelligence-based mobile banking application on customer loyalty development process. Our research is making concrete suggestions in order to create competitive and profitability advantages in mobile banking services in line with the results obtained by testing the relationships between service convenience dimensions, brand trust, and artificial intelligence-based mobile banking services on customer loyalty. After the literature review, customers who use artificial intelligence-based mobile banking services of a private bank, which is the subject of the research, are among the main mass participating in the online survey application. In this thesis; the descriptive research method, which is one of the scientific research types, is applied. Demographic data in the study were explained by frequency analysis. Using the explanatory factor analysis and reliability analysis, the validity and reliability analysis of the variables were examined. The direction, severity and effect of the relationships between variables were examined by performing regression and correlation analysis. Finally, the hypotheses of the research were tested with t-tests. While it is observed that brand trust has less effect on customer loyalty formation of customers using mobile banking services of a private bank, compared to other variables all these factors have a positive effect on creating customer loyalty and also it has been concluded that artificial intelligence-based mobile banking application has a positive and significant effect on customer loyalty.