Investigation of the effect of open banking applications on customer - bank loyalty relationship within the framework of the technology acceptance model

This study aims to evaluate the concept of open banking, which emerged with the impact of digital transformation on the financial sector, within the context of customer-bank relations and within the framework of the Technology Acceptance Model. With the rise of financial technologies (FinTech), open banking applications that enable more effective, transparent and secure sharing of customer data have caused radical changes in both customer experience and banking strategies. In the study, an original open banking attitude scale was developed based on the Technology Acceptance Model (TAM) in order to measure the level of application of open banking in Turkey, user attitudes towards this application and the effect of these attitudes on customer loyalty towards banks and FinTechs. The survey created with this scale was applied to 502 participants; the data was analyzed with SPSS 22.0 and AMOS 24.0 programs. In the study, firstly, the factor structure of the scale was revealed with exploratory factor analysis (AFA), then the validity of the model was tested with confirmatory factor analysis (CFA). The findings obtained showed that customer attitudes towards open banking were gathered under four main factors. As a result of structural equation model (SEM) analyses, it was determined that these factors have significant and positive effects on customer loyalty. According to the research results, the adoption of open banking applications is not only limited to technological acceptance; it also strengthens the trust and loyalty of customers to the bank. In this context, it is seen that not only the technical infrastructure but also user experience and perceptions play a decisive role in the success of open banking systems. The contribution of the study is that it provides new and up-to-date data to the literature on open banking in Turkey and analyzes the psychological-social factors affecting customer loyalty in a multidimensional manner. In addition, the open banking attitude scale developed provides a methodological basis for similar studies to be conducted in the future.