The effect of digitalization on customer experience in the banking sector

The banking sector is a sector that continues its development intertwined with modern technology from the past to the present and constantly renews itself. The examination of digitalization, which is one of the requirements of modern technology, from the perspective of the customer is one of the only topics that will contribute to the sector's development. This study is designed to understand the effect of digitalization on customer experience in the banking sector. The study, which was carried out using the online survey method on 319 volunteer participants, evaluated the interrelationships of perceived quality, perceived risk, customer loyalty, customer satisfaction, and recommendation tendency. When the findings related to the structural equation model established in line with the research hypotheses are analyzed statistically, it has been determined that an increase in perceived quality will increase customer satisfaction and customer loyalty; an increase in perceived risk will decrease customer satisfaction; perceived risk has no significant effect on customer loyalty; an increase in customer loyalty will increase recommendation tendency; and an increase in customer satisfaction will decrease recommendation tendency. In line with the analysis of the data obtained, it has been revealed that the perceived quality has a significant effect on customer loyalty and customer satisfaction (p<0.001), and customer loyalty and customer satisfaction also have a significant effect on the recommendation tendency (p<0.001).