Effects of financial literary levels on individual customers in determination of electronic customer service applications: An application on Aydın bank customers

Nowadays, banks are one of the units that integrate the most to the rapid development of technology. This rapid development results in the desire of banks to connect with customers at the nearest point. Financial transactions, which are part of everyday life, make customers' lives easier when they are turned into the most convenient, fastest and most convenient services for customer needs. In this context, the research also examined whether the level of financial literacy in the perception of individual customers in the banking presentation of customer services combined with technology is influential. The study was conducted using face-to-face survey method with 450 individual customers in Aydın who prefer banks with the highest digitization ratio in the banking sector in Turkey. According to the results of the research, it is seen that individual customers have a relationship between bank perception of electronic customer service and financial literacy. In addition, the end result is that 75% of individual customers use bank technology in payments and financial transactions. KEYWORDS: CRM, Financial literacy, E-Customer Service.