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DİJİTALLEŞME SÜRECİNDE TÜKETİCİLERİN BANKACILIK HİZMET TERCİHİNİ ŞEKİLLENDİREN UNSURLARA YÖNELİK BİR İNCELEME

Year 2024, , 46 - 61, 30.06.2024
https://doi.org/10.18221/bujss.1411366

Abstract

Bu çalışmanın amacı dijitalleşme sürecinde tüketicilerin hizmet tercihlerini şekillendiren unsurları bankacılık hizmetleri özelinde ele almaktır. Bu amaçla bir literatür taraması gerçekleştirilmiş ve elde edilen bilgiler düzenlenerek literatür derlemesi şeklinde sunulmuştur. Araştırma kapsamında öncelikle tüketicilerin dijital bankacılık hizmeti tercihini şekillendiren unsurlar genel bir çerçeveyle ele alınmış, ardından konu belirlenen başlıklar ekseninde detaylandırılmıştır. Bu kapsamda, konu hizmet ürünlerinin arama, deneyim ve güvenirlik özellikleri, algılanan risk, gizlilik ve güvenlik endişesi (ve gizlilik paradoksu) ve tüketici özellikleri açısından ele alınmış ve sonuç bölümünde gelecek araştırmalar yönelik öneriler sunulmuştur. Çalışmanın dijitalleşme sürecinde tüketicinin hizmet tercihini, bankacılık hizmetleri özelinde bütünsel bir bakış açısıyla ve güncel kavramlarla ele alma hedefinin özgün katkısını da oluşturacağı değerlendirilmiştir. Çalışma kapsamlı bir literatür taramasının ürünüdür, dolayısıyla hem genel olarak dijital hizmetler açısından hem de bankacılık hizmetleri özelinde belirlenen unsurların kapsayıcı olmasına özen gösterilmiştir. Yine de dijitalleşme sürecinde tüketici davranışını şekillendirmesi muhtemel ve bu çalışmanın kapsamı dışında kalan farklı unsurlardan da bahsetmek mümkündür. Buna ek olarak dijitalleşmenin sebep olduğu hızlı değişim ve dönüşüm ortamı da konunun sürekli olarak yeni araştırmalarla ele alınması gerekliliğini beraberinde getirmektedir.

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AN EXAMINATION OF THE FACTORS SHAPING CONSUMERS' BANKING SERVICE PREFERENCES IN DIGITALIZATION PROCESS

Year 2024, , 46 - 61, 30.06.2024
https://doi.org/10.18221/bujss.1411366

Abstract

With a focus on banking services specifically, this study attempts to investigate the variables influencing consumers' choices for services during the digitalization process. A review of the literature was done for this purpose, and the data gathered was arranged and given as a summary of the literature. Within the scope of the research, firstly, the factors shaping consumers' digital banking service preference were discussed in a general framework, subsequently the subject was detailed around the determined headings. In this context, the subject is discussed in terms of search, experience and credence properties of service products, perceived risk, privacy, and security concern (and privacy paradox) and consumer characteristics, suggestions for future research are presented in the conclusion section. With the goal of addressing the consumer's service choice in the digitalization process with a holistic approach and current concepts, particularly for financial services, it is assessed that the study will provide a distinctive contribution. The study is the product of a comprehensive literature review; therefore care was taken to ensure that the elements identified were comprehensive, both in terms of digital services in general and in banking services in particular. However, it is possible to talk about different factors that are likely to shape consumer behavior in the digitalization process and are beyond the scope of this study. In addition, the rapid change and transformation environment caused by digitalization brings with it the need to constantly address the issue with new research.

References

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  • Albashrawi, M., & Motiwalla, L. (2019). Privacy and personalization in continued usage intention of mobile banking: An integrative perspective. Information Systems Frontiers, 21, 1031-1043.
  • Amelia, A., Mathies, C., & Patterson, P. G. (2022). Customer acceptance of frontline service robots in retail banking: a qualitative approach. Journal of Service Management, 33(2), 321-341.
  • Ashta, A., & Herrmann, H. (2021). Artificial intelligence and fintech: An overview of opportunities and risks for banking, investments, and microfinance. Strategic Change, 30(3), 211-222.
  • Awad, N. F., & Krishnan, M. S. (2006). The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Quarterly, 13-28.
  • Babakus, E., Eroglu, S., & Yavas, U. (2004). Modeling consumers' choice behavior: an application in banking. Journal of Services Marketing, 18(6), 462-470.
  • Bapat, D. (2020). Antecedents to responsible financial management behavior among young adults: moderating role of financial risk tolerance. International Journal of Bank Marketing, 38(5), 1177-1194.
  • Barker, T., & Sekerkaya, A. (1992). Globalization of credit card usage: The case of a developing economy. International Journal of Bank Marketing, 10(6), 27-31.
  • Barry, C. T., & Wong, M. Y. (2020). Fear of missing out (FoMO): A generational phenomenon or an individual difference?. Journal of Social and Personal Relationships, 37(12), 2952-2966.
  • Bayuk, J., & Altobello, S. A. (2019). Can gamification improve financial behavior? The moderating role of app expertise. International Journal of Bank Marketing, 37(4), 951-975.
  • Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. The journal of Strategic Information Systems, 11(3-4), 245-270.
  • Bock, D. E., Wolter, J. S., & Ferrell, O. C. (2020). Artificial intelligence: Disrupting what we know about services. Journal of Services Marketing, 34(3), 317-334.
  • Boustani, N. M. (2022). Artificial intelligence impact on banks clients and employees in an Asian developing country. Journal of Asia Business Studies, 16(2), 267-278.
  • Cases, A. S. (2002). Perceived risk and risk-reduction strategies in Internet shopping. The International Review of Retail, Distribution and Consumer Research, 12(4), 375-394.
  • Chauhan, V., Yadav, R., & Choudhary, V. (2022). Adoption of electronic banking services in India: An extension of UTAUT2 model. Journal of Financial Services Marketing, 1-14.
  • Chatterjee, S., Chaudhuri, R., Vrontis, D., & Hussain, Z. (2023). Usage of smartphone for financial transactions: from the consumer privacy perspective. Journal of Consumer Marketing, 40(2), 193-208.
  • Chawla, D., & Joshi, H. (2019). Consumer attitude and intention to adopt mobile wallet in India–An empirical study. International Journal of Bank Marketing, 37(7), 1590-1618.
  • Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology And Management, 6, 181-202.
  • Chipunza, K. J., & Fanta, A. (2021). Quality financial inclusion and its determinants in South Africa: evidence from survey data. African Journal of Economic and Management Studies, 13(2), 177-189.
  • Chouk, I., & Mani, Z. (2019). Factors for and against resistance to smart services: role of consumer lifestyle and ecosystem related variables. Journal of Services Marketing, 33(4), 449-462.
  • Cope, A., Rock, A., & Schmeiser, M. D. (2013). Risk perception, risk tolerance and consumer adoption of mobile banking services. Risk Tolerance and Consumer Adoption of Mobile Banking Services (February 15, 2013).
  • Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
  • Cummins, S., W. Peltier, J., A. Schibrowsky, J., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 8(3), 169-202.
  • Cunningham, L. F., Gerlach, J., & Harper, M. D. (2005). Perceived risk and e-banking services: An analysis from the perspective of the consumer. Journal of Financial services marketing, 10, 165-178.
  • Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of Law and Economics, 16(1), 67-88.
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There are 105 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Article
Authors

Aylin Ecem Gursen 0000-0003-3126-1644

Ahmet Şekerkaya 0000-0002-4885-5134

Publication Date June 30, 2024
Submission Date December 28, 2023
Acceptance Date March 11, 2024
Published in Issue Year 2024

Cite

APA Gursen, A. E., & Şekerkaya, A. (2024). AN EXAMINATION OF THE FACTORS SHAPING CONSUMERS’ BANKING SERVICE PREFERENCES IN DIGITALIZATION PROCESS. Beykent Üniversitesi Sosyal Bilimler Dergisi, 17(1), 46-61. https://doi.org/10.18221/bujss.1411366

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