Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Yazarlar: Ece ARMAĞAN, Yeliz ÇAL

Konular:İşletme

DOI:10.31795/baunsobed.698255

Anahtar Kelimeler:Mobile Banking Applications,Performance,Loyalty

Özet: With the rapid spread of mobile technologies and becoming an inseparable part of daily life, commercial banks have entered into competition to develop user-friendly mobile applications that carry banking transactions to the mobile platform in line with innovative strategies. In the banking sector where standardized products dominate, one of the factors that may affect consumer loyalty to the bank is thought to be mobile banking applications. In this study, mobile banking applications have been taken into focus and the effect of performance perception developed on these applications on loyalty towards the bank has been examined within the scope of a quantitative research. Within the framework of the quantitative research, 212 participants were reached from consumers using mobile banking applications over the age of 18. As a result of the correlation and regression analyzes on the relationships between research variables on the material obtained from the survey application, it was found that all variables including the performance of mobile banking applications were strongly related to loyalty attitude of mobile banking users.

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