Abstract:

In fierce conditions of competition, in order to differentiate themselves from their competitors, it is required that firms create unique customer experiences that cannot be imitated by others. Especially with the advancements in technology, the need to create experiences that meet the changing customer's needs and wants is even more mandatory. In addition, companies should create experiences specifically for differing sector requirements. Despite this fact, a review of the literature shows that in the banking sector a consensus has not been reached about which factors affect customers’ banking service experiences and/or their antecedents. A comprehensive study was conducted by Mbama & Ezepue (2018) about the factors affecting digital banking experiences. However, Mbama & Ezepue’s (2018) study focuses on digital banking services holistically and thus takes into consideration both internet and mobile banking experiences as a whole. However, internet banking and mobile banking experiences have different characteristics and thus there may be differences concerning which factors specifically affect the mobile banking experiences of consumers. Hence, it is important that research is conducted particularly on mobile banking customer experiences. Moreover, in order to test the validity of models and be able to generalize models, it is important to test them in different samples, and varying cultures. In this context, the aim of this study is to examine how effective the antecedents of digital banking customer experience (perceived quality, convenience, functional quality, service quality, brand-trust, customer-employee engagement, perceived risk, perceived usability, mobile banking innovation) are on mobile banking customer experience and their effects on loyalty intention in Türkiye. Furthermore, in this study, the demographic characteristics of the respondents and their mobile banking behaviors were tested as control variables in order to assess their confounding effects. A total of 436 valid questionnaires were obtained using convenience sampling. Data were collected via the online survey method. Results of hierarchical regression analyses showed that the antecedents of digital banking that had an impact on mobile banking customer experience were innovation, perceived usability, and service quality; whereas the antecedents that had an impact on loyalty intention were brand-trust and perceived usability. Also, it was found that mobile banking customer experience had an important effect on loyalty intention. On the other hand, it was seen that the control variables did not have any confounding effects on customer experience but had slight effects on loyalty intention.

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