The mediating role of financial literacy in the impact of new generation branch applications in banking services on customer satisfaction

Since financial literacy has a positive impact on the next generation of branch practices, customer satisfaction often emerges as an indicator of this literacy. The aim of this thesis is to determine the mediating role of financial literacy in the impact of new generation branch applications on customer satisfaction in banking. The study mainly consists of three main research areas: new generation branch applications, financial literacy and customer satisfaction. The universe of the study consists of all bank customers living in Istanbul and 409 bank customers selected from the customers of a bank predetermined by the researcher as a sample. For this purpose, "New Generation Branch Applications Scale", "Customer Loyalty Scale" and "Customer Satisfaction Scale" were used and a questionnaire including demographic information was applied to the participants. According to the research model, CSS (Customer Satisfaction Scale) was determined as a predicted variable, NBS (New Generation Branch Applications Scale) as an independent (predictor) variable and FLS (Financial Literacy Scale variable) as mediator variable. A research model has been developed to answer the research questions foreseen by the research. Hypothetical relationships between variables were examined together with the predicted research model. The collected data was tested using IBM SPSS AMOS Version 25 and SEM, and the maximum likelihood estimate was applied, meeting the assumptions for the model. It was determined that the perception levels of the participants towards the new generation branch applications had a direct and positive effect on financial literacy knowledge and customer satisfaction. Therefore, it was determined that Financial Literacy knowledge had a full mediating role in the relationship between the participants' perception levels towards New Generation Branch Applications and Customer Satisfaction.