The impact of financial technologies on customer experience and loyalty in Saman Bank

In the new business environment characterized by turbulence, competition and increasing complexity, a company's ability to create and maintain loyal customers lies. The management of organizations, relying on superior knowledge, provides the possibility of developing innovative decisions in important issues and improving knowledge-based functions, thereby increasing the experience and loyalty of customers. Financial technologies can also be effective in customer experience and loyalty. In this study, we intend to examine the impact of financial technologies on the experience and loyalty of customers in Saman Bank. Our study population is the customers of Saman Bank branches in Tehran. Based on this, 384 people were selected as a sample using Cochran's formula of unlimited population, and the opinions of the sample about the research variables were collected using the questionnaire tool. Then, using Spss software, demographic characteristics were summarized and described, and after that, statistical tests were performed according to the nature of the research. In this regard, the Kolmgrove-Smirinov test was used to check the type of distribution of the variables, and then the path analysis with the structural equation approach and SmartPLS version 2 software was used to test the research hypotheses. The results of the hypothesis test showed that financial technologies affect loyalty. And the customer experience is effective.