CONSUMERS’ PERCEIVED SERVICE QUALITY OF AND INTENTION TO RE-USE MOBILE BANKING: AN EMPIRICAL STUDY

Year 2018, Volume: 14 Issue: 4, 1183 - 1198, 01.09.2018

Hatice Doğan Murat Burucuoğlu

https://doi.org/10.17130/ijmeb.2018445677

Cited By: 9

Abstract

Mobile Technologies have gone through many changes with the technological developments experienced throughout the world. One of the latest innovations in mobile communication technologies is mobile banking. This study aims to investigate the effect of the perceived service quality, which is one of the major factors affecting the users’ adoption of mobile banking, on customer satisfaction and in turn, that of the customer satisfaction on the intention to re-use. The research sample is formed by consumers using mobile banking in Turkey and 321 users were reached by convenience sampling. The partial leasts quares structural equation modeling was used to analyze the data collected. Data were analyzed by use of the statistical package, Smart PLS 3.2.6. As shown by the research findings, customer satisfaction has a strong effect on the intention to re-use mobile banking. Among the aspects of the perceived service quality, efficiency, privacy, and fulfillment, respectively affects customer satisfaction. System availability, which is an other aspect of the perceived service quality, has no significant effect on the customer satisfaction

Keywords

Perceived Service Quality, Customer Satisfaction, Intention to Re-use, Mobile Banking

TÜKETİCİLERİN MOBİL BANKACILIK HİZMET KALİTESİ ALGILARI VE TEKRAR KULLANMA NİYETLERİ: AMPİRİK BİR ARAŞTIRMA

Abstract

Dünya genelinde yaşanan teknolojik gelişmelerle birlikte mobil teknolojilerde birçok değişim yaşanmıştır. Mobil iletişim teknolojilerinde yaşanan en son yeniliklerden birisi de mobil bankacılıktır. Bu çalışmanın amacı, kullanıcıların mobil bankacılık adaptasyonlarını etkileyen önemli faktörlerden birisi olan algılanan hizmet kalitesinin müşteri memnuniyetine ve müşteri memnuniyetinin de tekrar kullanma niyeti üzerindeki etkisini araştırmaktır. Kolayda örneklem ile toplamda 321 kullanıcıya ulaşılmıştır. Veriler SmartPLS 3.2.6 istatistik programı ile analiz edilmiştir. Araştırma bulgularına göre müşteri memnuniyeti mobil bankacılığı tekrar kullanma niyeti üzerinde güçlü bir etkiye sahiptir. Algılanan hizmet kalitesi boyutlarından sırasıyla etkinlik, gizlilik ve yerine getirme müşteri memnuniyetini etkilemektedir. Algılanan hizmet kalitesinin boyutlarından sistemin kullanılabilirliği ise müşteri memnuniyeti üzerinde anlamlı bir etkisi bulunmamaktadır.

Keywords

Algılanan Hizmet Kalitesi, Müşteri Memnuniyeti, Tekrar Kullanma Niyeti

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