COMPARING THE PERFORMANCE OF DIGITAL TRANSFORMATION IN BANKING: ASSESSING FROM THE CUSTOMER'S PERSPECTIVE

Abstract

The digital transformation in the banking sector has brought about a profound change for customers. One of the most important ways to gain a competitive advantage and increase customer satisfaction is to compare digital performances and conduct situation assessments. With the digitization of traditional banking services in the sector, the aim is to provide customers with faster, more accessible, and more personalized experiences. The purpose of this study is to evaluate the digital transformation in the banking sector from a customer perspective. In the study, 7 key criteria important for customers in digital banking and the performances of 3 banks in digital transformation are compared. In the analysis, the Fuzzy DEMATEL-based EDAS method is preferred. According to the findings, reliability is the most important criterion, and the performance of the second bank ranks first. It is important for banks to take customer feedback into account to increase customer satisfaction during the transformation process. In this context, it is hoped that the study will contribute to the sector and the literature.