The impact of digital innovations in banking sector on bank customers' adoption of digitalization

Today's technological developments alter the behavior and habits of customers, and on the other side businesses that provide services to these consumers try to differentiate by improving their products and services. In today's conditions in which digitalization progresses extremely, like the other sectors the banking sector, has realized this mobility and started to offer many of their products and services to their customers digitally. This research aims to reveal the impact of the digitalization on bank customers' adoption of digitalization in Turkey and on the other hand it also aims to understand to what extent bank customers' behavior towards the use of digital banking products and services has changed in the continuing process all over the world pandemic Covid-19. The hypotheses of the research were created based on the Technology Acceptance Model. In the study, an online questionnaire was applied to 689 bank customers and the research hypotheses were tested through these collected data in regression analysis with the help of a statistics program. As a result of the analysis, it was determined that the attitude towards innovations in the banking sector was highly affected by the perceived ease of use in normal times, whereas the attitude towards digital innovations during the Covid-19 pandemic was highly affected by the perceived usefulness variable. In addition, according the digital banking data published by TBB, gave the number of active digital banking customers increased by 11,39% during the Covid-19 pandemic, and according to result of the survey analysis, there was an increase of 11,87% in the use of digital banking products/services. On the other hand, it has been determined that the age group of 46 and above differs in the use of digital banking products/services compared the other age groups, but this differentiation level has decreased during the Covid-19 pandemic process.