The effect of digitalization and artificial intelligence applications on customer satisfaction: an application in the banking sector

The changes and developments in technology and informatics in recent years have been effective in the banking sector, as in every sector. Today, banks that want to stand out aim to gain competitive advantage by taking advantage of technology. The changing service environment within the scope of banking has made customer experience important. Banks are trying to improve their efficiency by working together with digitalization and artificial intelligence when performing financial transactions with their customers. This study examines the effects of various demographic and usage variables on customer loyalty, customer satisfaction, tendency to recommend and customer experience. The research was conducted by collecting surveys from people living in Turkey and using digital banking applications. The sample group was composed of people who responded to the survey and were randomly contacted within various age, occupation, education level and income groups who use digital banking applications. The data was collected through an online survey (Google forms), and the content of the survey was created using the personal information form, Customer Loyalty Scale, Customer Satisfaction Scale, Recommendation Scale and Customer Experience Scale. The findings revealed that demographic variables had significant effects on these factors in some cases, and did not show a significant relationship in some cases. Analysis results show that customer satisfaction has a strong and significant effect on customer loyalty, and customer experience is a critical factor in increasing loyalty. It has been determined that features of digital banking applications, such as ease of access and time saving, positively affect customer satisfaction and loyalty. The results obtained from similar studies in the literature support the findings of this study. This research makes significant contributions to the banking literature in terms of determining the factors affecting customer experience and examining the relationship between these variables.