Bank Preference Factors of Retaıl Customers

Abstract

In this first quarter of the 21st century, the fact that digital technology applications are becoming more involved in people's lives has caused more changes in the banking ecosystem than ever before. This change has directed banking institutions to use the possibilities of digital technology channels as much as possible to deliver and offer their services to their customers. Formerly, a bank customer had to go to a branch of that bank in order to receive services from the bank, but now, customers can make the banking transactions they need using the various service channels offered by the bank without having to go to a physical bank branch. As a result of all these developments, it is believed that the technological and digital service channels that currently used by banks have become an important factor in determining the bank where their customers will work / receive services. This new banking ecosystem in the bank individual customers of our study today's preference for measuring the factors in order to develop an appropriate scale developments in the field of banking, the online survey, the data obtained from the Explanatory Factor Analysis (AFA) and Confirmatory Factor Analysis (DFA) are reviewed. 1,163 participants who are individual bank customers participated in the survey conducted throughout Turkey. Participants were asked 32 questionnaires to find out their bank preferences. With the data obtained, AFA analysis was performed in SPSS 26 program and DFA analysis was performed in AMOS 24 program. The scale developed as a result of both analyzes is appropriate and the factors that affect the bank preference of individual customers; It has been concluded that "Caring for Customer Satisfaction, Offering Digital Services, Offering Extra Advantages, Being Strong and Having Domestic Capital, Providing Quality Service at Low Cost, Providing High Profit, Having an Accessible Service Network".