View of the banking sector from a behavioral finance perspective

Behavioral finance models, which are based on human psychology, have emerged as a new trend based on the assumption that economic individuals act according to their emotions, unlike traditional finance theories. These models have suggested that they cause investors to make wrong choices due to various tendencies they have. In this study, it is aimed to investigate how rationally bank customers behave when choosing the banks they will work with, demographic characteristics of bank customers such as age, gender, education, as well as whether the banking products used have a relationship with behavioral finance tendencies. This thesis consists of five chapters, including the introduction and conclusion. While the second part includes general banking information and information about the Turkish Banking System, the third part focuses on the concept of behavioral finance and investor trends. In the fourth chapter, the analysis of the data obtained from the survey study, which was created with the convenience sampling method and carried out with 431 participants, and the findings are included. According to the findings obtained as a result of the analyzes; while it is concluded that there is a generally significant relationship between the demographic characteristics of the participants, other features other than marital status and monthly income status, and the behavioral finance tendencies that are the subject of the research, with the exception of the bank customer service period and mood that make up the bank customer profile of the participants. It has been concluded that there is generally no significant relationship between the capital structure and banking products of banks and the behavioral finance tendencies that are the subject of the research. In the conclusion part, the findings obtained from the research were evaluated within the framework of theoretical knowledge and by comparing them with the results of previous research, and suggestions about the subject were included.