Vol. 5 No. 3 (2020): Turkish Journal of Marketing
Articles

ASSESSMENT OF FACTORS RELATED TO CUSTOMER SATISFACTION IN MOBILE BANKING USAGE

Bekir ÖZKAN
Assist. Prof. Dr., Bursa Technical University
Abdulmalek A. AL-FUTAIH
M.B.A. Student, Bursa Technical University

Published 2020-12-24

Keywords

  • Mobil, Mobil Bankacılık, Müşteri Memnuniyeti
  • Mobile, Mobile Banking, Customer Satisfaction

How to Cite

ÖZKAN, B., & AL-FUTAIH, A. A. (2020). ASSESSMENT OF FACTORS RELATED TO CUSTOMER SATISFACTION IN MOBILE BANKING USAGE. Turkish Journal of Marketing, 5(3), 222-238. https://doi.org/10.30685/tujom.v5i3.102

Abstract

With the rapid advancement of internet technologies and the spread of mobile devices, mobile banking has attracted attention as a viable option in providing financial services. This requirement, both in establishing a close relationship with customers and increasing their profitability shares, caused banks to invest in mobile banking strategy. This study investigates the satisfaction of bank customers benefiting from mobile banking services and the factors associated with this satisfaction. Throughout the research, 319 questionnaires were collected, and data belonging to 256 people using mobile banking application were used for analysis. Correlation analysis was performed to determine the factors related to mobile banking customer satisfaction. According to the research results, it was determined that there is a positive relationship between mobile banking customer satisfaction and mobile banking customer loyalty, mobile banking usage advantages, mobile banking positive word of mouth marketing and mobile banking customer services.

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