The effect of service quality in digital banking on customer satisfaction and brand loyalty

As a result of the technological developments in the century we live in, almost every sector has entered a rapid digitalization process and is strengthening its digital aspect day by day. The banking sector, which is one of the sectors that keeps up with these developments, has gained a completely different dimension with the effect of digitalization. Now, all banking transactions can be done through internet and mobile banking channels, which increases the importance of digital marketing in banking. The aim of this study is to examine the effects of service quality factors in digital banking activities on customer satisfaction and brand loyalty. In this context, a questionnaire was applied to 449 digital banking customers by using convenience sampling method in order to obtain the data to be used in the research. Online platforms and social media applications were used to reach digital banking customers participating in the research. Cronbach Alpha Coefficient was used for the reliability of the scales in the study and Factor analysis was used for the validity. Difference tests and structural equation modeling were used to test the hypotheses in the research. As a result of the analysis, it has been determined that the service quality factors such as security reliability, transaction efficiency, customer support, service security, ease of use, efficiency and service content are effective on customer satisfaction and brand loyalty.