A qualitative research on the use of chatbots in mobile banking transactions

In this study, it is aimed to determine the wishes, needs and expectations of mobile banking application users for chatbot programs used in mobile banking services, and to contribute to the marketing literature and mobile banking sector. In-depth interview management was used to obtain primary data in the research. It was conducted with a total of 20 participants aged 18 and over who benefit from mobile banking services. This research was designed with phenomenology, one of the qualitative research designs, and exploratory research was used in the research. Descriptive analysis method was used in the analysis of the obtained qualitative data. As a result of the study, it was concluded that the purposes of using chat robot programs used in mobile banking services of consumers are mostly ease of use and the desire to make fast transactions. Consumers stated that they want chatbot programs to serve at least as well as customer representatives and that they can see chatbot programs as a substitute for bank branch and customer representative when they encounter a problem.