INTERNET BANKING USAGE: AN EMPIRICAL ANALYSIS ON TURKISH CONSUMERS

Year 2011, Volume: 4 Issue: 1-2, 1 - 25, 26.05.2014

Burcu İlter Ömür Y. Saatçıoğlu Emel Kuruoğlu

Abstract

Turkey has a developed banking sector which has a very important place in Turkish economy. Internet banking applications started in 1997. Though it does not have a long history it has a very huge potential in the Turkish market. The aim of this paper is to explore if demographical factors are important in identifying the target customers for internet banking; to identify the perception of consumers regarding the attributes of internet banking usage; and to check if consumers perceive internet banking as a useful alternative channel. For this, an empirical research was conducted on 506 internet users over the age of 18, and two different clusters of non-users of internet banking and three different clusters for users of internet banking were identified, based on the demographic characteristics of respondents, which could be a valuable tool for marketing managers for identifying their segmentation and positioning strategies. Five factors were found to be as attributes of internet banking usage. Among the five factors, “security and trust” was found to be the factor that had the highest factor load for Internet banking usage. Finally, the discriminant analysis carried out reveals clues for bank managers about how to identify potential Internet bank users.

Keywords

Internet Banking, Turkey

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