THE RELATIONSHIP OF THE EFFECT OF BRAND TRUST AND SERVICE CONVENIENCE ON CUSTOMER LOYALTY WITH AI BASED MOBILE APPLICATIONS: RESEARCH ON A PRIVATE BANK CUSTOMERS

Abstract

The banking sector in the world and in Turkey, especially in the last quarter century, is seen as one of the sectors that has achieved the greatest success in keeping up with the pace of development, expansion and innovations within the scope of communication technologies. In the digital transformation sector reports, the banking sector is seen to be ranking the third of the top three sectors with a ratio of 87.5%. The universe of this research consists of 218 customers who use the proactive Artificial Intelligence-based mobile banking application service of a private bank in Istanbul. In the research; the descriptive research method, which is one of the scientific research types, is applied. The demographic data of the research participants were explained by frequency analysis. Using the explanatory factor analysis and reliability analysis, the validity and reliability analysis of the variables were examined. The direction and the effect of the relationships between variables were examined by performing regression and correlation analysis. Finally, the hypotheses of the research were tested with t-tests. In the findings of the research; it has been seen that, on the formation of customer loyalty of customers using mobile banking services of a private bank, compared to other variables brand trust has less effect on the perception of loyalty of customers using mobile banking services. In addition, it has been concluded that all of these factors have a positive effect on customer loyalty and artificial intelligence-based mobile banking application also has a positive effect on customer loyalty.