The mediating role of customer loyalty in the impact of digital transformation on customer experience in the banking sector: A case study of Kırşehir province

The aim of this study is to examine the impact of digital transformation in the banking sector on customer experience and to evaluate the mediating role of customer loyalty in this relationship. The research was conducted with 380 participants in the province of Kırşehir, and the data obtained through a quantitative data collection method were analyzed using statistical techniques. According to the findings, the variables of digital transformation, customer experience, and customer loyalty largely operated independently of demographic characteristics and banking usage patterns. Correlations between variables were generally weak and negative. In particular, the relationship between digital transformation and customer experience was not statistically significant, and customer loyalty did not serve as a significant mediator in this relationship, as confirmed by both PROCESS macro analysis and structural equation modeling (SEM). The overall levels of customer experience, loyalty, and digital transformation were perceived to be moderate. In conclusion, the study reveals that digital transformation does not significantly affect customer experience either directly or indirectly. In this context, it is important for banks to integrate their digitalization processes more closely with customer needs and perceptions in order to enhance customer experience and loyalty. Keywords: Digital Transformation, Customer Experience, Customer Loyalty.