Abstract:

Customer-oriented marketing understanding and approaches, which have become very important in service businesses, have come to the forefront all over the world in recent years. Enterprises have realized that not only the quality of services and products but also the quality of customer experience, which includes the concept of customer experience and quality, is important for customers. For today's banking sector, which is a type of service enterprise where competition is intense, it is of great importance that the customer portfolio can be protected and increased. Banks have realized the importance of continuously improving the quality of customer experience in a continuous way with the mobile applications they offer to their customers. This study was conducted to determine whether the quality of experience of bank customers using mobile banking applications impacts customer satisfaction and loyalty. In order to determine the quality of customer experience, the four-dimensional EXQ scale developed by Klaus and Maklan was used. This scale was applied in Edirne, Turkey in 2019. As a result of the results of the research, the quality of customer experience in mobile banking was collected in three dimensions “Inner Peace, Result-Oriented, and Decision Moment". It has been confirmed that these dimensions have a positive effect on customer satisfaction and customer loyalty and that the customer satisfaction variable has a mediating role in its effect on customer loyalty.

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