Today, with digitalization, mobile banking has also developed and consumers have started to provide the opportunity to access banking products and services wherever and whenever they want. Mobile and internet banking, which has become widespread in Turkey, has caused competition to intensify. Banks try to improve their digital platforms and to satisfy their users by designing “user-friendly” applications or websites in order to provide competitive advantage. Therefore, the concept of “experience” in digital banking has started to gain importance. The experiences and impressions they have during their transactions may turn into customer satisfaction and affect brand loyalty.

The aim of this research is to determine the brand loyalty effect of the user experience of Turkey’s first digital bank “Enpara.com” application. The research aims to reveal whether the user experience is one of the factors that create brand commitments, and if so what kind of impact it has. In that case, an online survey was conducted on 400 consumers, aged 18 years, who use the enpara.com mobile application in Turkey at least once. Within the scope of the research, it was encourage to understand how satisfied the consumers are by this mobile application, whether they use the application easy, whether they find it enjoyable, and whether they think it is trustworthy. It is aimed to reveal the brand loyalty impact of the user experience based on these factors. Besides that, it was also examined whether there were differences according to demographic characteristics in terms of both user experience and size of expressions.