MOBİL BANKACILIKTA MÜŞTERİ DENEYİMİ ÖNCÜLLERİ VE MÜŞTERİ DENEYİMİ İLE SADAKAT NİYETİNE ETKİSİ

Abstract

Zorlu rekabet koşullarında işletmelerin birbirlerinden farklılaşmasını sağlamak için müşteri nezdinde taklit edilemeyecek deneyimler oluşturmaya ihtiyaç vardır. Özellikle teknolojiyle birlikte, müşterinin istek ve ihtiyaçlarının değişmesi işletmelerin bu deneyimleri yaratmalarını daha da zorunlu hale getirmektedir. Ayrıca, müşterilerin sektöre özel gereksinimleri doğrultusunda işletmelerin bu gereksinimlere yönelik deneyimler oluşturması gerektiği açıktır. Buna rağmen bankacılık alanında müşteri deneyimini oluşturan unsurlar ve/veya öncüller ile ilgili fikir birliğine varılmamış olduğu anlaşılmıştır. Mbama & Ezepue’nun 2018 yılında dijital bankacılık deneyimine etki eden unsurlara yönelik kapsamlı bir çalışma yaptıkları görülmüştür. Ancak ilgili çalışmada Mbama & Ezepue (2018), internet ve mobil bankacılığı dijital bankacılık kapsamında bir bütün olarak ele almıştır hâlbuki mobil bankacılık ile internet bankacılığı birbirinden farklı özelliklere sahiptir ve tüketicilerde farklı açılardan değer yaratabilmektedir. Bu sebeple mobil bankacılık özelinde bir çalışma yapılmasının önemi yadsınamaz. Ayrıca herhangi bir çalışmada oluşturulan belirli bir modelin genellenebilmesi için farklı örneklemlerde test edilmesi gerekmektedir. Bu bağlamda çalışmanın amacı, dijital bankacılık deneyimi öncüllerinin (algılanan kalite, kolaylık, fonksiyonel kalite, hizmet kalitesi, marka-güven, müşteri-çalışan etkileşimi, algılanan risk, algılanan kullanılabilirlik, mobil bankacılık inovasyonu) mobil bankacılık müşteri deneyimi üzerinde ne derecede etkili olduğunu anlamak ve sadakat niyeti üzerindeki etkisini incelemektedir. Çalışmada ayrıca yanıtlayıcıların demografik özellikleri ve mobil bankacılık davranışları kontrol değişkenleri olarak ele alınarak karıştırıcı etkileri incelenmiştir. Çalışmada kolayda örnekleme ve çevrimiçi anket yöntemiyle 436 geçerli anket elde edilmiştir. Hiyerarşik regresyon ile gerçekleştirilen analizler sonucunda müşteri deneyimi üzerinde etkili bulunan öncüllerin inovasyon, algılanan kullanılabilirlik ve hizmet kalitesi; sadakat niyeti üzerinde etkili olan öncüllerin ise marka-güven ve algılanan kullanılabilirlik olduğu saptanmıştır. Ayrıca müşteri deneyiminin sadakat niyeti üzerinde önemli bir etkisi olduğu anlaşılmıştır. Kontrol değişkenlerinin ise müşteri deneyimi üzerinde karıştırıcı etkisi bulunmadığı ancak sadakat niyeti üzerinde belirli oranda etkili olduğu anlaşılmıştır.

Keywords

• Müşteri deneyimi
• mobil bankacılık
• sadakat niyeti
• müşteri deneyimi öncülleri
• kontrol değişkenleri

THE ANTECEDENTS OF CUSTOMER EXPERIENCE IN MOBILE BANKING AND THEIR EFFECT ON CUSTOMER EXPERIENCE AND LOYALTY INTENTION

Abstract

In fierce conditions of competition, in order to differentiate themselves from their competitors, it is required that firms create unique customer experiences that cannot be imitated by others. Especially with the advancements in technology, the need to create experiences that meet the changing customer's needs and wants is even more mandatory. In addition, companies should create experiences specifically for differing sector requirements. Despite this fact, a review of the literature shows that in the banking sector a consensus has not been reached about which factors affect customers’ banking service experiences and/or their antecedents. A comprehensive study was conducted by Mbama & Ezepue (2018) about the factors affecting digital banking experiences. However, Mbama & Ezepue’s (2018) study focuses on digital banking services holistically and thus takes into consideration both internet and mobile banking experiences as a whole. However, internet banking and mobile banking experiences have different characteristics and thus there may be differences concerning which factors specifically affect the mobile banking experiences of consumers. Hence, it is important that research is conducted particularly on mobile banking customer experiences. Moreover, in order to test the validity of models and be able to generalize models, it is important to test them in different samples, and varying cultures. In this context, the aim of this study is to examine how effective the antecedents of digital banking customer experience (perceived quality, convenience, functional quality, service quality, brand-trust, customer-employee engagement, perceived risk, perceived usability, mobile banking innovation) are on mobile banking customer experience and their effects on loyalty intention in Türkiye. Furthermore, in this study, the demographic characteristics of the respondents and their mobile banking behaviors were tested as control variables in order to assess their confounding effects. A total of 436 valid questionnaires were obtained using convenience sampling. Data were collected via the online survey method. Results of hierarchical regression analyses showed that the antecedents of digital banking that had an impact on mobile banking customer experience were innovation, perceived usability, and service quality; whereas the antecedents that had an impact on loyalty intention were brand-trust and perceived usability. Also, it was found that mobile banking customer experience had an important effect on loyalty intention. On the other hand, it was seen that the control variables did not have any confounding effects on customer experience but had slight effects on loyalty intention.

Keywords

• Customer experience
• mobile banking
• loyalty intention
• customer experience antecedents
• control variables

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