Bütünleşik Kanal Deneyimini Etkileyen Faktörlerin AHP Yöntemi ile Belirlenmesi: Bankacılık Sektörüne Yönelik Bir Çalışma
Determination of the Factors Affecting the Omnichannel Experience with the AHP Method: A Study for the Banking Sector

Summary/Abstract: Purpose – Identifying the factors affecting the omnichannel experience in the banking sector improves the customer experience. And this is great importance in creating customer satisfaction and loyalty by improving the experience of customers. The aim of this study is to determine the importance of factors that affecting the omnichannel experience in the banking sector. Design/methodology/approach – In this study; firstly the dimensions that affect the omnichannel experience obtained from literature review were determined and then the significance levels of these dimensions in the omnchannel experience were determined with Analytical Hierarchy Process (AHP) approach. Pairwise comparisons survey was applied to 33 experts who works at different banks in Turkey. The data were analyzed with Super Decision 2.10 program.

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