Abstract:

In this study in the use of digital banking in Turkey, effective dimensions on customer satisfaction and loyalty (performance expectancy, effort expectancy, responsibility, reliability, security, personalization) were studied and then the impact of customer satisfaction on customer loyalty was studied. The online survey method was used for data collection. The survey data of 719 participants was evaluated by the SPSS25 package program using correlation and regression analysis methods. The fact that the study has been done in a period in which the pandemic, which has a significant impact on economic and social life, continues from the point of view of better understanding of the customer’s demands, gives the work originality. The performance expectancy, effort expectancy, reliability, security, personalization dimensions discussed in the study have a positive and meaningful relationship on customer satisfaction. However, the responsibility size does not affect customer satisfaction. According to the analysis, customer satisfaction affects customer loyalty in a positive direction.

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