The Impact of Mobile Banking Services on Customer Satisfaction and Retention: A Study on Turkey Banks

Abstract

The study aims to determine the relationship between mobile banking services and customer satisfaction and customer retention in the banking sector in Turkey. The objectives of the study were to establish the effect of mobile banking services on customer satisfaction in the banking sector in Turkey and to determine the effect of mobile banking services on customer retention in Turkey. The study employed a sample of 400 respondents where data was attained from the customers of the selected banks in Turkey. The results are presented with a beta value of.322, a significant value of P = 0.000, indicating that there exists a positive effect between mobile banking services and customer retention. Secondly, the study results in the table above indicate that mobile banking services have a positive effect on customer satisfaction. The study results are presented with a beta value of.314, a significant value of P = 0.000, indicating that there exists a positive effect between mobile banking services and customer satisfaction. The study concludes that mobile banking services had a positive and significant effect on customer satisfaction in the banking sector in Turkey. The study concludes that improved mobile banking services in Turkey are a key inducement to customer satisfaction in the banks. It concluded that the improvement of mobile banking services can henceforth generate efficiency and customer satisfaction. It is concluded that mobile banking is significant in the attainment of customer retention. It is hence conclusive that mobile banking is an ideal contributor to customer retention. Although the effect is moderate, it significantly implies that the mobile banking system is an ideal contributor to the retention of customers.