CONSUMER ATTITUDE TOWARDS DIGITAL BANKING SERVICES (CASE OF GEORGIA)

Objective: The main purpose of the research is to study the attitudes of consumers towards the use of digital technologies in Georgia's banking sector. Theoretical Framework: The paper is based on the theory of consumer behavior, which reflects the impact of respondents' cognitive, emotional and behavioral characteristics on their satisfaction. Method: The questionnaire survey method was used for the study. Data were collected through random sampling of consumers. Correlation and regression analysis methods are used to process the collected data. Results and Discussion: The reliability of the research analysis was confirmed, and the main factors identified were awareness, perceived ease of use, trust, and social media marketing activities, which positively influence the intention to use digital banking, which has a positive effect on satisfaction and digital bank services using. Research Implications: This article provides theoretical guidance on the characteristics of digital banking services and the main factors influencing their use by consumers. The study has practical application for commercial banks operating in Georgia, which can adapt this model in a real environment. The mentioned model will help banks, using digital banking services, to increase customer satisfaction and improve existing applications/digital products. Originality/Value: This study is original, which contributes to the development of literature in the field of banking marketing. The value of this study lies in the fact that it will contribute to the improvement of service quality in the banking sector and the increase in customer satisfaction.