Factors influencing decisions of customers to use alternative distribution channels in banking transactions in Ağrı

The use of technology in the financial sector, as in other sectors, is becoming more common day by day. Banks have focused on the development of new banking products and alternative distribution channels in order to increase internal efficiency, reach wider customer bases and provide cost advantages. Advances in technology facilitate the development of new products and alternative distribution channels. The banking sector has to respond to the demands and needs of customers by taking into account the changes in technology, financial services and demographic characteristics. In this context, it is important to examine the relationships between customers' decisions to use alternative distribution channels, which express the changes in the financial sector and technology, and their demographic characteristics. In this study, it is aimed to determine the factors that affect customers' preferences for alternative distribution channels in banking transactions. For this purpose, a face-to-face survey was conducted with 383 participants in the province of Ağrı. SPSS program was used in the analysis of the survey data. Factor analysis, t-test, Kruskall Wallis H, Chi-square and Kolmogorov Smirnov tests were used in the analysis of the data. In the study, it was determined that the factors affecting the use of alternative distribution channels were explained by three factors: reliability, accessibility and negativity. In addition, the differences in reliability, accessibility and negativity factors between groups according to demographic variables were analyzed in the study. As a result of the analysis, it was determined that there was a difference between the groups for age, education, occupation and income variables.