Özet:

As the information sharing increased with the use of smartphones, the process of digitalization accelerated today, banks have become a competition to quickly meet their customers’ needs. With the coronavirus (Covid 19) infection we are in, the direction to digital banking has increased, digital banking has become important in terms of health care measures, if necessary, the reduction of the transaction costs of the banks, the aspects of documentation for transactions, not required documents, the quality of banking services and the guarantee of customer satisfaction. In this context, the study of digital banking in literature is usually limited to the Internet banking product. The purpose of the study is to identify the factors that affect the customer satisfaction in the use of digital banking products. In the study, 170 data obtained through a face-to-face survey and around Muğla were analyzed using the Multi-Objective Optimization on Basis of Ratio Analysis (MOORA) and Elimination and Choice Translating Reality (ELECTRE) methods based on the Multi-Objective Hierarchy Process Method (AHP). The analyses are performed with the Microsoft Excel program, compared with each other. The study found that the criterion that most affects the customer satisfaction is "confidence". Therefore, when the banks direct their customers to the Digital Banking channels, they should emphasize that these channels are safe, and as an institution, the banks should trust their customers. The results showed parallelness to literature. The efforts to overcome the obstacles to the use of digital banking products should be increased, and the perception of uncertainty against digitalization in society should be eliminated.

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