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

Özge Subaşı; F. Müge Arslan

doi:10.54452/jrb.1201891

Research Article

Year 2023, Volume: 8 Issue: 1, 279 - 316, 22.06.2023

Özge Subaşı , F. Müge Arslan

https://doi.org/10.54452/jrb.1201891

Abstract

Keywords

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

References

Agarwal, A., & Singh, M. R. P. (2018). Retail Experience, Customer Satisfaction and Behavior Intention: A Study of Tier-II City Consumers in Organized Retail Settings. Journal of Marketing Vistas, 8(1), 20–39. https:// doi.org/10.1509/jmkg.74.2.i
Akhter, W., Abbasi, A. S., Ali, I., & Afzal, H. (2010). Factors affecting customer loyalty in Pakistan. African Journal of Business Management, 5(4), 1167–1174. https://doi.org/10.5897/AJBM10.501
Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarré, C. (2011). Internet banking loyalty: Evaluating the role of trust, satisfaction, perceived risk and frequency of use. Service Industries Journal, 31(7), 1165–1190. https://doi.org/10.1080/026.420.60903433997
Al-Wugayan, A. A. A. (2019). Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks. International Journal of Bank Marketing, 37(5), 1234–1252. https://doi.org/10.1108/IJBM-09-2018-0251
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280–306. https://doi.org/10.1108/IJBM-10-2014-0139
Angur, M. G., Nataraajan, R., & Jahera, J. S. (1999). Service quality in the banking industry: an assessment in a developing economy. International Journal of Bank Marketing, 116–123.
Artusi, F., Bellini, E., Dell’Era, C., & Verganti, R. (2020). Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omniexperience, a novel customer experience innovation strategy. Research Technology Management, 63(3), 24–32. https://doi.org/10.1080/08956.308.2020.1733886
Auruskeviciene, V., Salciuviene, L., & Skudiene, V. (2010). The Relationship Quality Effect on Customer Loyalty. Pecvnia, 10, 23–36.
Bapat, D., & Kannadhasan, M. (2022). Satisfaction as a mediator between brand experience dimensions and word-of-mouth for digital banking services: do gender and age matter? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35(3).
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53(October 2019), 101985. https://doi. org/10.1016/j.jretconser.2019.101985
Başer, İ. U., Cintamür, İ. G., & Arslan, F. M. (2016). Examining The Effect of Brand Experience on Consumer Satisfaction, Brand Trust And Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2), 101. https://doi. org/10.14780/iibd.51125
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747.019.00718-x
Beltagui, A., Candi, M., & Riedel, J. C. K. H. (2015). Design in the Experience Economy: Using Emotional Design for Service Innovation. Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing, 111–135. https://doi.org/10.1108/s1474-7979(2012.000.0023020
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155–167. https://doi.org/10.1016/j.intmar.2010.02.001
Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer Experience in Online Shopping: A Structural Modeling Approach. Journal of Global Marketing, 32(1), 3–16. https://doi.org/10.1080/08911.762.2018 .1441938.
Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102–119. https://doi.org/10.1108/IJQSS-07-2015-0054.
Blázquez, M. (2014). Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience. International Journal of Electronic Commerce, 18(4), 97–116. https://doi. org/10.2753/JEC1086.441.5180404.
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/002.224.2918809930
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884–913. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216.
Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector. Decision, 42(1), 57–70. https://doi.org/10.1007/s40622.014.0069-6.
Chan, S. J., & Tan, C. L. (2016). A Model Linking Store Attributes, Service Quality and Customer Experience: A Study Among Community Pharmacies. International Journal of Economics and Management , 10(2), 321–342. Retrieved from http://www.econ.upm.edu.my/ijem321.
Cheng, Z.-F., & Kim, G.-B. (2021). The Effects of Brand Experience on the Perceived Value of Customers in China and Korea. Journal of Economics Marketing, and Management, 9, 1–9. https://doi.org/10.20482/ jemm.2021.9.3.1
Chinomona, R. (2013). The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303. https://doi. org/10.19030/iber.v12i10.8138
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does Customer Knowledge Affect How Loyalty is Formed? Journal of Service Research, 5(2), 113–124. https://doi.org/10.1177/109.467.002237494
Choudhurya, M., Singhb, R., & Saikia, H. (2016). Measuring Customer experience in bancassurance: An empirical study. Market-Trziste, 28(1), 47–62.
Coelho, F. J. F., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology and Marketing, 37(1), 41–55. https://doi.org/10.1002/mar.21279
Dabrynin, H., & Zhang, J. (2019). The Investigation of the Online Customer Experience and Perceived Risk on Purchase Intention in China. Journal of Marketing Development and Competitiveness, 13(2), 16–30. https://doi.org/10.33423/jmdc.v13i2.2005
Daqar, M. A. M. A., & Smoudy, A. K. A. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/ irmm.8166
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.5962/bhl.title.33621
Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores. International Journal of Retail and Distribution Management, 44(9), 940– 955. https://doi.org/10.1108/IJRDM-03-2016-0031
Dootson, P., Beatson, A., & Drennan, J. (2016). Financial institutions using social media – do consumers perceive value? International Journal of Bank Marketing, 34(1), 9–36. https://doi.org/10.1108/IJBM-06- 2014-0079
Durkin, M. (2007). Understanding registration influences for electronic banking. The International Review of Retail, Distribution and Consumer Research, 17(3), 219–231. https://doi.org/10.1080/095.939.60701368754
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50(January), 30–41. https:// doi.org/10.1016/j.jretconser.2019.01.018
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). London: UK: Sage.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271–282. https://doi. org/10.1016/j.chb.2017.11.014
Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89–101. https://doi.org/10.1057/palgrave.bm.2550120
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/10.1016/j. jbusres.2015.12.008
Gahler, M., Klein, J. F., & Paul, M. (2019). Measuring Customer Experiences: A Text-Based and Pictorial Scale.
Gao, L., Melero-Polo, I., & Sese, F. J. (2020). Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence. Journal of Service Research, 23(2), 174–193. https://doi.org/10.1177/109.467.0519856119
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87–117. https://doi.org/10.1108/JM2-07- 2012-0023
Garg, R., Rahman, Z., Qureshi, M. N., & Kumar, I. (2012). Identifying and ranking critical success factors of customer experience in banks: An analytic hierarchy process (AHP) approach. Journal of Modelling in Management, 7(2), 201–220. https://doi.org/10.1108/174.656.61211242813
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Giovanis, A., Athanasopoulou, P., Assimakopoulos, C., & Sarmaniotis, C. (2019). Adoption of mobile banking services: A comparative analysis of four competing theoretical models. International Journal of Bank Marketing, 37(5), 1165–1189. https://doi.org/10.1108/IJBM-08-2018-0200
Grace, D., & O’Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450–461. https://doi.org/10.1108/088.760.40410557230
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM000.000.0004784
Gu, J. C., Lee, S. C., & Suh, Y. H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications, 36(9), 11605–11616. https://doi.org/10.1016/j.eswa.2009.03.024
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th ed.). Prentice Hall.
Hakimi, H., Divandari, A., Keimasi, M., Prof, A., & Kaffash, M. H. (2019). Development of Retail Banking Customer Experience Creation Model from Manageable Factors by Organization Using Interpretive Structural Modeling (ISM). Journal of Business Management, 11(3), 565–584. https://doi.org/10.22059/ jibm.2019.267.812.3285
Hanafizadeh, P., Behboudi, M., Abedini Koshksaray, A., & Jalilvand Shirkhani Tabar, M. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62–78. https://doi.org/10.1016/j. tele.2012.11.001
Handro, P. (2018). The Role of Customer Experience in Retail Banking and the Rise of Fintechs. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, 1(1), 175–185.
Holbrook, M. B., & Hirschman, C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. JOURNAL OF CONSUMER RESEARCH, 9(2), 132–140.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi. org/10.1007/s11747.015.0460-7
Hoq, M. Z., Sultana, N., & Amin, M. (2012). The Effect of Trust, Customer Satisfaction and Image on Customers’ Loyalty in Islamic Banking Sector. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1851427
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Izogo, E. E., Jayawardhena, C., & Kalu, A. O. U. (2018). Examining customers’ experience with the Nigerian Bank Verification Number (BVN) policy from the perspective of a dual-lens theory. International Journal of Emerging Markets, 13(4), 709–730. https://doi.org/10.1108/IJoEM-09-2016-0246
Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(1), 25–31.
Jain, R., & Bagdare, S. (2009). Determinants of Customer Experience in New Format Retail Stores. Journal of Marketing & Communication, 5(2), 34–44.
Jiang, B., Lan, S., Wilt, K., Ni, J., Yadav, R. N., Ghosh, A., … Langen, H. H. (2018). The Service Quality Drivers Of Customer Experience The Case Of Islamic Banks In Indonesia. International Journal of Machine Tools and Manufacture, 5(1), 86–96. https://doi.org/10.1016/j.ijmachtools.2009.09.004
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122
Johnston, R., & Kong, X. (2011). The Customer Experience : A Road Map for Improvement. Managing Service Quality: An International Journal, 21(1), 5–24.
Karataş, G., Dursun, İ., & Gökmen Köksal, C. (2022). Fenomen Pazarlamasında Tüketici Satın Alma Niyetine Etki Eden Faktörler: Parasosyal Etkileşimin Etkileri ve Öncülleri. Journal of Research in Business. https:// doi.org/10.54452/jrb.1125520
Karatepe, O. M., & Aga, M. (2016). The effects of organization mission fulfillment and perceived organizational support on job performance: The mediating role of work engagement. International Journal of Bank Marketing, 34(3), 368–387. https://doi.org/10.1108/IJBM-12-2014-0171
Karatepe, O. M., Yavas, U., & Babakus, E. (2005). Measuring service quality of banks: Scale development and validation. Journal of Retailing and Consumer Services, 12(5), 373–383. https://doi.org/10.1016/j. jretconser.2005.01.001
Kaura, V. (2013). Service Convenience, Customer Satisfaction, and Customer Loyalty: Study of Indian Commercial Banks. Journal of Global Marketing, 26(1), 18–27. https://doi.org/10.1080/08911.762.201 3.779405
Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404–422. https://doi.org/10.1108/IJBM-04-2014-0048
Keisidou, E., Sarigiannidis, L., Maditinos, D. I., & Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance: A holistic approach of the Greek banking sector. International Journal of Bank Marketing, 31(4), 259–288. https://doi.org/10.1108/IJBM-11-2012-0114
Kesharwani, A., & Bisht, S. S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303–322. https://doi.org/10.1108/026.523.21211236923
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102219
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544– 564. https://doi.org/10.1016/j.dss.2007.07.001
Klaus, Phil, & Nguyen, B. (2013). Exploring the role of the online customer experience in firms’ multi-channel strategy: An empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429–442. https://doi.org/10.1080/0965254X.2013.801610
Klaus, Philipp. (2013). The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443–457. https://doi.org/10.1108/JSM-02-2012-0030
Klaus, Philipp, Gorgoglione, M., Buonamassa, D., Panniello, U., & Nguyen, B. (2013). Are you providing the “right” customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506–528.
Klaus, Philipp, & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/IJMR-2013-021
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102. https://doi.org/10.1108/IJBM- 11-2017-0245
Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277–1297.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(3), 364–378. https://doi. org/10.1108/JSM-11-2020-0447
Kyguolienė, A., & Makutėnas, N. (2018). Measuring Gen-Y Customer Experience in the Banking Sector. Management of Organizations: Systematic Research, 78(1), 77–93. https://doi.org/10.1515/mosr-2017- 0017
Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5–6), 385– 392. https://doi.org/10.1016/j.intcom.2009.06.004
Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141. https://doi.org/10.1016/j.elerap.2008.11.006
Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7), 927–937. https://doi.org/10.1108/JPBM-03-2019-2298
Lin, H. F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards and Interfaces, 35(2), 195–204. https://doi.org/10.1016/j.csi.2012.07.003
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail & Distribution Management, 42(10), 929–947. https://doi. org/10.1108/IJRDM-11-2013-0208
Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2016). Online customer experience and its relationship to repurchase intention: An empirical case of online travel agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085–1099. https://doi.org/10.1080/10941.665.2015.1094495
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems, 49(2), 222–234. https://doi.org/10.1016/j.dss.2010.02.008
Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2020). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799–822. https://doi.org/10.1108/IJBM-07- 2019-0272
Maklan, S., Antonetti, P., & Whitty, S. (2017). A better way to manage customer experience: Lessons from the royal bank of Scotland. California Management Review, 59(2), 92–115. https://doi. org/10.1177/000.812.5617695285
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771. https://doi.org/10.2501/IJMR-53-6-771-792
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). New Jersey:USA: Pearson.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81–95. https://doi. org/10.1016/j.jretconser.2015.03.008
Maryanto, R. H., & Kaihatu, T. S. (2021). Customer Loyalty as an Impact of Perceived Usefulness to Grab Users, Mediated by Customer Satisfaction and Moderated by Perceived Ease of Use. Binus Business Review, 12(1), 31–39. https://doi.org/10.21512/bbr.v12i1.6293
Mason, C. H., & Perreault, W. D. (1991). Collinearity, Power, and Interpretation of Multiple Regression Analysis. In Source: Journal of Marketing Research (Vol. 28).
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56. https:// doi.org/10.1016/S0022-4359(00)00045-2
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & Pederzoli, D. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 9(3), 270–286. https://doi.org/10.1080/20932.685.2018.1461022
Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International Journal of Bank Marketing, 36(2), 230–255. https://doi.org/ http://dx.doi.org/10.1108/MRR-09-2015-0216
McLean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a Mobile Applications Customer Experience Model (MACE) – Implications for Retailers. Journal of Business Research, 85(February 2017), 325–336. https://doi.org/10.1016/j.jbusres.2018.01.018
Meyer, C., & Schwager, A. (2007). Understanding Customer experience _2007. Harvard Business Review, 15(2), 85–88. https://doi.org/10.1057/palgrave.bm.2550127
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651–675. https://doi.org/10.1007/s11365.019.00564-x
Moden, N., & Neufeld, P. (2020). How COVID-19 has sped up digitization for the banking sector. Retrieved from https://www.ey.com/en_gl/financial-services-emeia/how-covid-19-has-sped-up-digitization-forthe- banking-sector#:~:text=COVID%2D19%20has%20accelerated%20digitization,environment%20 the%20pandemic%20has%20brought.
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail and Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27. https://doi.org/10.1016/j.jbusres.2011.07.019
Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave.bm.2550124
Mullan, J., Bradley, L., & Loane, S. (2017). Bank adoption of mobile banking: stakeholder perspective. International Journal of Bank Marketing, 35(7), 1152–1172. https://doi.org/10.1108/IJBM-09-2015-0145
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22–42. https://doi.org/10.1287/ mksc.19.1.22.15184
Nunnally, J. C. (1978). Psychometric Theory. New York:USA: McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing.
PACE. (2019). ABD’de Banka Kanalları Kullanım Alışkanlıkları. Retrieved from https://empower1.fisglobal. com/rs/650-KGE-239/images/PACE_2019_US_Consumer.pdf
Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: Exploring OCE dimensions and their impact on satisfaction and loyalty – Does gender matter? International Journal of Retail and Distribution Management, 46(3), 323–346. https://doi.org/10.1108/IJRDM-01-2017-0005
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/ S0148-2963(99)00084-3
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/109.467.0504271156
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, (August).
Pinto, G. L., Dell’Era, C., Verganti, R., & Bellini, E. (2017). Innovation strategies in retail services: solutions, experiences and meanings. European Journal of Innovation Management, 20(2), 190–209. https://doi. org/http://dx.doi.org/10.1108/MRR-09-2015-0216
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated by Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ ub.jam.2021.019.02.07
Rahman, Z. (2005). Customer experience management — A case study of an Indian bank. Journal of Database Marketing & Customer Strategy Management, 13(3), 203–221. https://doi.org/10.1057/palgrave.dbm.3240298
Rajaobelina, L., Brun, I., Prom Tep, S., & Arcand, M. (2018). Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment. Journal of Financial Services Marketing, 23(3–4), 141–152. https://doi.org/10.1057/s41264.018.0051-z
Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9).
Rehman, K. U., Naveed, T., & Akhtar, I. (2012). The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad The Impact of Innovation on Customer Satisfaction and Brand loyalty: a case study of Student of Faisalabad Pakistan. Retrieved from https://mpra.ub.uni-muenchen.de/id/eprint/53197
Richardson, A. (2010). Understanding customer experience_2010. Harvard Business Review, 85(6), 137.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j. jretai.2012.03.001
Rose, S., Hair, N., & Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13(1), 24–39. https://doi. org/10.1111/j.1468-2370.2010.00280.x
Roy, Sanjit K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.164.2937
Roy, Sanjit Kumar, Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257–270. https://doi.org/10.1016/j.techfore.2016.09.022
Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290–298.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia – Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621–1631. https://doi.org/10.5829/idosi. wasj.2013.21.11.1681
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53–67.
Selin, S. W., Howard, D. R., Udd, E., & Cable, T. T. (1988). An analysis of consumer loyalty to municipal recreation programs. Leisure Sciences, 10(3), 217–223. https://doi.org/10.1080/014.904.08809512191
Shams, G., Rehman, M. A., Samad, S., & Oikarinen, E. L. (2020). Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. Journal of Financial Services Marketing, 25(1–2). https://doi.org/10.1057/s41264.020.00071-z
Shareef, M. A., Baabdullah, A., Dutta, S., Kumar, V., & Dwivedi, Y. K. (2018). Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages. Journal of Retailing and Consumer Services, 43, 54–67. https://doi.org/10.1016/j.jretconser.2018.03.003
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65–75. https://doi.org/10.1016/j.ijinfomgt.2018.09.013
Shobeiri, S., Mazaheri, E., & Laroche, M. (2018). Creating the right customer experience online: The influence of culture. Journal of Marketing Communications, 24(3), 270–290. https://doi.org/10.1080/13527.266.2 015.1054859
Siqueira, J. R., Peña, N. G., ter Horst, E., & Molina, G. (2019). Spreading the Word: How Customer Experience in a Traditional Retail Setting Influences Consumer Traditional and Electronic Word-of-mouth Intention. Electronic Commerce Research and Applications, 37(40), 100870. https://doi.org/10.1016/j. elerap.2019.100870
Sondoh, S. L., Omar, M. W., & Wahid, N. A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in The Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
Sorooshian, S., Salimi, M., Salehi, M., Nia, N. B., & Asfaranjan, Y. S. (2013). Customer Experience about Service Quality in Online Environment: A Case of Iran. – ProcediaSocial and Behavioral Sciences, 93, 1681– 1695. https://doi.org/10.1016/j.sbspro.2013.10.101
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028–1037. https://doi. org/10.1016/j.jretconser.2014.04.007
Stafford, T. F., Turan, A. H., & Raisinghani, M. S. (2004). International and cross-cultural influences on online shopping behavior. Journal of Global Information Technology Management, 7(2), 70–87. https://doi. org/10.1080/1097198X.2004.108.56373
Stavljanin, V., & Pantovic, V. (2017). Online customer experience: Implications for digital banking. Bankarstvo, 46(2), 100–129. https://doi.org/10.5937/bankarstvo1702100s
Stein, A., & Ramaseshan, B. (2019). The customer experience – loyalty link: moderating role of motivation orientation. Journal of Service Management, 31(1), 51–78. https://doi.org/10.1108/JOSM-04-2019-0113
Suhartanto, D. A., Hadiati Farhani, N. A., & Muflih, M. A. (2018). Loyalty Intention towards Islamic Bank: The Role of Religiosity, Image, and Trust. Journal of Economics and Management, 12(1), 137–151.
Sukendi, J., Harianto, N., Wansaga, S., Gunadi, W., & Management, B. (2021). The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce. Turkish Journal of Computer and Mathematics Education, 12(3), 3170–3184.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179–193. https://doi.org/10.1016/j.jretconser.2007.04.001
Syahputra, D., & Murwatiningsih, M. (2019). Building Customer Engagement through Customer Experience, Customer Trust, and Customer Satisfaction in Kaligung Train Customers. Management Analysis Journal, 8(4). Retrieved from http://maj.unnes.ac.id
Tam, C., & Oliveira, T. (2017). Literature review of mobile banking and individual performance. International Journal of Bank Marketing, 35, 1044–1067.
Tam, J. L. M. (2012). The moderating role of perceived risk in loyalty intentions: An investigation in a service context. Marketing Intelligence and Planning, 30(1), 33–52. https://doi.org/10.1108/026.345.01211193903
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40(June 2017), 48–59. https://doi.org/10.1016/j.jretconser.2017.09.004
Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004
Thuy, P. N., & Hau, L. N. (2010). Service personal values and customer loyalty: A study of banking services in a transitional economy. International Journal of Bank Marketing, 28(6), 465–478. https://doi. org/10.1108/026.523.21011077706
TKBB. (2021). Katılım Bankacılığı Dijital Araştırma Raporu. Retrieved from https://tkbb.org.tr/Documents/ Tkbbyayinlari/EY-TKBB-Dijital-Raporu.pdf
Trivedi, J. (2019). Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. Journal of Internet Commerce, 18(1), 91–111. https://doi. org/10.1080/15332.861.2019.1567188
Türkiye Bankalar Birliği. (2020). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. Retrieved from https:// www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1582/Dijital-Internet-Mobil_Bankacilik_ Istatistikleri-Aralik_2020.pdf
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ Conscious Experience in a Coffee Shop. Procedia Manufacturing, 3(Ahfe), 618–625. https://doi.org/10.1016/j.promfg.2015.07.283
Varshneya, G., Das, G., & Khare, A. (2014). Experiential value: a review and future research directions. Marketing Intelligence & Planning, 32(4), 413–435. https://doi.org/10.1108/026.345.01011078138
Wahyuni, S., & Fitriani, N. (2017). Brand religiosity aura and brand loyalty in Indonesia Islamic banking. Journal of Islamic Marketing, 8(3), 361–372. https://doi.org/10.1108/JIMA-06-2015-0044
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2020). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. In Management Review Quarterly. Springer International Publishing. https://doi.org/10.1007/s11301.020.00182-w
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701–725. https://doi.org/10.1108/IJBM-06-2017-0121
Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/ s41262.017.0061-5
Yieh, K., Chiao, Y. C., & Chiu, Y. K. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management and Business Excellence, 18(3), 267–284. https://doi.org/10.1080/147.833.60601152400
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31–46. https://doi.org/10.1007/978-3-319-10996-1_3
Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: examining consumers’ adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279–295. https://doi. org/10.1108/IJQSS-07-2017-0067

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

Year 2023, Volume: 8 Issue: 1, 279 - 316, 22.06.2023

Özge Subaşı , F. Müge Arslan

https://doi.org/10.54452/jrb.1201891

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

References

Agarwal, A., & Singh, M. R. P. (2018). Retail Experience, Customer Satisfaction and Behavior Intention: A Study of Tier-II City Consumers in Organized Retail Settings. Journal of Marketing Vistas, 8(1), 20–39. https:// doi.org/10.1509/jmkg.74.2.i
Akhter, W., Abbasi, A. S., Ali, I., & Afzal, H. (2010). Factors affecting customer loyalty in Pakistan. African Journal of Business Management, 5(4), 1167–1174. https://doi.org/10.5897/AJBM10.501
Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarré, C. (2011). Internet banking loyalty: Evaluating the role of trust, satisfaction, perceived risk and frequency of use. Service Industries Journal, 31(7), 1165–1190. https://doi.org/10.1080/026.420.60903433997
Al-Wugayan, A. A. A. (2019). Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks. International Journal of Bank Marketing, 37(5), 1234–1252. https://doi.org/10.1108/IJBM-09-2018-0251
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280–306. https://doi.org/10.1108/IJBM-10-2014-0139
Angur, M. G., Nataraajan, R., & Jahera, J. S. (1999). Service quality in the banking industry: an assessment in a developing economy. International Journal of Bank Marketing, 116–123.
Artusi, F., Bellini, E., Dell’Era, C., & Verganti, R. (2020). Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omniexperience, a novel customer experience innovation strategy. Research Technology Management, 63(3), 24–32. https://doi.org/10.1080/08956.308.2020.1733886
Auruskeviciene, V., Salciuviene, L., & Skudiene, V. (2010). The Relationship Quality Effect on Customer Loyalty. Pecvnia, 10, 23–36.
Bapat, D., & Kannadhasan, M. (2022). Satisfaction as a mediator between brand experience dimensions and word-of-mouth for digital banking services: do gender and age matter? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35(3).
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53(October 2019), 101985. https://doi. org/10.1016/j.jretconser.2019.101985
Başer, İ. U., Cintamür, İ. G., & Arslan, F. M. (2016). Examining The Effect of Brand Experience on Consumer Satisfaction, Brand Trust And Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2), 101. https://doi. org/10.14780/iibd.51125
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747.019.00718-x
Beltagui, A., Candi, M., & Riedel, J. C. K. H. (2015). Design in the Experience Economy: Using Emotional Design for Service Innovation. Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing, 111–135. https://doi.org/10.1108/s1474-7979(2012.000.0023020
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155–167. https://doi.org/10.1016/j.intmar.2010.02.001
Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer Experience in Online Shopping: A Structural Modeling Approach. Journal of Global Marketing, 32(1), 3–16. https://doi.org/10.1080/08911.762.2018 .1441938.
Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102–119. https://doi.org/10.1108/IJQSS-07-2015-0054.
Blázquez, M. (2014). Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience. International Journal of Electronic Commerce, 18(4), 97–116. https://doi. org/10.2753/JEC1086.441.5180404.
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/002.224.2918809930
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884–913. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216.
Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector. Decision, 42(1), 57–70. https://doi.org/10.1007/s40622.014.0069-6.
Chan, S. J., & Tan, C. L. (2016). A Model Linking Store Attributes, Service Quality and Customer Experience: A Study Among Community Pharmacies. International Journal of Economics and Management , 10(2), 321–342. Retrieved from http://www.econ.upm.edu.my/ijem321.
Cheng, Z.-F., & Kim, G.-B. (2021). The Effects of Brand Experience on the Perceived Value of Customers in China and Korea. Journal of Economics Marketing, and Management, 9, 1–9. https://doi.org/10.20482/ jemm.2021.9.3.1
Chinomona, R. (2013). The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303. https://doi. org/10.19030/iber.v12i10.8138
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does Customer Knowledge Affect How Loyalty is Formed? Journal of Service Research, 5(2), 113–124. https://doi.org/10.1177/109.467.002237494
Choudhurya, M., Singhb, R., & Saikia, H. (2016). Measuring Customer experience in bancassurance: An empirical study. Market-Trziste, 28(1), 47–62.
Coelho, F. J. F., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology and Marketing, 37(1), 41–55. https://doi.org/10.1002/mar.21279
Dabrynin, H., & Zhang, J. (2019). The Investigation of the Online Customer Experience and Perceived Risk on Purchase Intention in China. Journal of Marketing Development and Competitiveness, 13(2), 16–30. https://doi.org/10.33423/jmdc.v13i2.2005
Daqar, M. A. M. A., & Smoudy, A. K. A. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/ irmm.8166
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.5962/bhl.title.33621
Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores. International Journal of Retail and Distribution Management, 44(9), 940– 955. https://doi.org/10.1108/IJRDM-03-2016-0031
Dootson, P., Beatson, A., & Drennan, J. (2016). Financial institutions using social media – do consumers perceive value? International Journal of Bank Marketing, 34(1), 9–36. https://doi.org/10.1108/IJBM-06- 2014-0079
Durkin, M. (2007). Understanding registration influences for electronic banking. The International Review of Retail, Distribution and Consumer Research, 17(3), 219–231. https://doi.org/10.1080/095.939.60701368754
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50(January), 30–41. https:// doi.org/10.1016/j.jretconser.2019.01.018
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). London: UK: Sage.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271–282. https://doi. org/10.1016/j.chb.2017.11.014
Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89–101. https://doi.org/10.1057/palgrave.bm.2550120
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/10.1016/j. jbusres.2015.12.008
Gahler, M., Klein, J. F., & Paul, M. (2019). Measuring Customer Experiences: A Text-Based and Pictorial Scale.
Gao, L., Melero-Polo, I., & Sese, F. J. (2020). Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence. Journal of Service Research, 23(2), 174–193. https://doi.org/10.1177/109.467.0519856119
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87–117. https://doi.org/10.1108/JM2-07- 2012-0023
Garg, R., Rahman, Z., Qureshi, M. N., & Kumar, I. (2012). Identifying and ranking critical success factors of customer experience in banks: An analytic hierarchy process (AHP) approach. Journal of Modelling in Management, 7(2), 201–220. https://doi.org/10.1108/174.656.61211242813
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Giovanis, A., Athanasopoulou, P., Assimakopoulos, C., & Sarmaniotis, C. (2019). Adoption of mobile banking services: A comparative analysis of four competing theoretical models. International Journal of Bank Marketing, 37(5), 1165–1189. https://doi.org/10.1108/IJBM-08-2018-0200
Grace, D., & O’Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450–461. https://doi.org/10.1108/088.760.40410557230
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM000.000.0004784
Gu, J. C., Lee, S. C., & Suh, Y. H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications, 36(9), 11605–11616. https://doi.org/10.1016/j.eswa.2009.03.024
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th ed.). Prentice Hall.
Hakimi, H., Divandari, A., Keimasi, M., Prof, A., & Kaffash, M. H. (2019). Development of Retail Banking Customer Experience Creation Model from Manageable Factors by Organization Using Interpretive Structural Modeling (ISM). Journal of Business Management, 11(3), 565–584. https://doi.org/10.22059/ jibm.2019.267.812.3285
Hanafizadeh, P., Behboudi, M., Abedini Koshksaray, A., & Jalilvand Shirkhani Tabar, M. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62–78. https://doi.org/10.1016/j. tele.2012.11.001
Handro, P. (2018). The Role of Customer Experience in Retail Banking and the Rise of Fintechs. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, 1(1), 175–185.
Holbrook, M. B., & Hirschman, C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. JOURNAL OF CONSUMER RESEARCH, 9(2), 132–140.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi. org/10.1007/s11747.015.0460-7
Hoq, M. Z., Sultana, N., & Amin, M. (2012). The Effect of Trust, Customer Satisfaction and Image on Customers’ Loyalty in Islamic Banking Sector. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1851427
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Izogo, E. E., Jayawardhena, C., & Kalu, A. O. U. (2018). Examining customers’ experience with the Nigerian Bank Verification Number (BVN) policy from the perspective of a dual-lens theory. International Journal of Emerging Markets, 13(4), 709–730. https://doi.org/10.1108/IJoEM-09-2016-0246
Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(1), 25–31.
Jain, R., & Bagdare, S. (2009). Determinants of Customer Experience in New Format Retail Stores. Journal of Marketing & Communication, 5(2), 34–44.
Jiang, B., Lan, S., Wilt, K., Ni, J., Yadav, R. N., Ghosh, A., … Langen, H. H. (2018). The Service Quality Drivers Of Customer Experience The Case Of Islamic Banks In Indonesia. International Journal of Machine Tools and Manufacture, 5(1), 86–96. https://doi.org/10.1016/j.ijmachtools.2009.09.004
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122
Johnston, R., & Kong, X. (2011). The Customer Experience : A Road Map for Improvement. Managing Service Quality: An International Journal, 21(1), 5–24.
Karataş, G., Dursun, İ., & Gökmen Köksal, C. (2022). Fenomen Pazarlamasında Tüketici Satın Alma Niyetine Etki Eden Faktörler: Parasosyal Etkileşimin Etkileri ve Öncülleri. Journal of Research in Business. https:// doi.org/10.54452/jrb.1125520
Karatepe, O. M., & Aga, M. (2016). The effects of organization mission fulfillment and perceived organizational support on job performance: The mediating role of work engagement. International Journal of Bank Marketing, 34(3), 368–387. https://doi.org/10.1108/IJBM-12-2014-0171
Karatepe, O. M., Yavas, U., & Babakus, E. (2005). Measuring service quality of banks: Scale development and validation. Journal of Retailing and Consumer Services, 12(5), 373–383. https://doi.org/10.1016/j. jretconser.2005.01.001
Kaura, V. (2013). Service Convenience, Customer Satisfaction, and Customer Loyalty: Study of Indian Commercial Banks. Journal of Global Marketing, 26(1), 18–27. https://doi.org/10.1080/08911.762.201 3.779405
Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404–422. https://doi.org/10.1108/IJBM-04-2014-0048
Keisidou, E., Sarigiannidis, L., Maditinos, D. I., & Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance: A holistic approach of the Greek banking sector. International Journal of Bank Marketing, 31(4), 259–288. https://doi.org/10.1108/IJBM-11-2012-0114
Kesharwani, A., & Bisht, S. S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303–322. https://doi.org/10.1108/026.523.21211236923
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102219
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544– 564. https://doi.org/10.1016/j.dss.2007.07.001
Klaus, Phil, & Nguyen, B. (2013). Exploring the role of the online customer experience in firms’ multi-channel strategy: An empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429–442. https://doi.org/10.1080/0965254X.2013.801610
Klaus, Philipp. (2013). The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443–457. https://doi.org/10.1108/JSM-02-2012-0030
Klaus, Philipp, Gorgoglione, M., Buonamassa, D., Panniello, U., & Nguyen, B. (2013). Are you providing the “right” customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506–528.
Klaus, Philipp, & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/IJMR-2013-021
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102. https://doi.org/10.1108/IJBM- 11-2017-0245
Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277–1297.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(3), 364–378. https://doi. org/10.1108/JSM-11-2020-0447
Kyguolienė, A., & Makutėnas, N. (2018). Measuring Gen-Y Customer Experience in the Banking Sector. Management of Organizations: Systematic Research, 78(1), 77–93. https://doi.org/10.1515/mosr-2017- 0017
Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5–6), 385– 392. https://doi.org/10.1016/j.intcom.2009.06.004
Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141. https://doi.org/10.1016/j.elerap.2008.11.006
Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7), 927–937. https://doi.org/10.1108/JPBM-03-2019-2298
Lin, H. F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards and Interfaces, 35(2), 195–204. https://doi.org/10.1016/j.csi.2012.07.003
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail & Distribution Management, 42(10), 929–947. https://doi. org/10.1108/IJRDM-11-2013-0208
Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2016). Online customer experience and its relationship to repurchase intention: An empirical case of online travel agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085–1099. https://doi.org/10.1080/10941.665.2015.1094495
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems, 49(2), 222–234. https://doi.org/10.1016/j.dss.2010.02.008
Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2020). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799–822. https://doi.org/10.1108/IJBM-07- 2019-0272
Maklan, S., Antonetti, P., & Whitty, S. (2017). A better way to manage customer experience: Lessons from the royal bank of Scotland. California Management Review, 59(2), 92–115. https://doi. org/10.1177/000.812.5617695285
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771. https://doi.org/10.2501/IJMR-53-6-771-792
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). New Jersey:USA: Pearson.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81–95. https://doi. org/10.1016/j.jretconser.2015.03.008
Maryanto, R. H., & Kaihatu, T. S. (2021). Customer Loyalty as an Impact of Perceived Usefulness to Grab Users, Mediated by Customer Satisfaction and Moderated by Perceived Ease of Use. Binus Business Review, 12(1), 31–39. https://doi.org/10.21512/bbr.v12i1.6293
Mason, C. H., & Perreault, W. D. (1991). Collinearity, Power, and Interpretation of Multiple Regression Analysis. In Source: Journal of Marketing Research (Vol. 28).
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56. https:// doi.org/10.1016/S0022-4359(00)00045-2
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & Pederzoli, D. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 9(3), 270–286. https://doi.org/10.1080/20932.685.2018.1461022
Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International Journal of Bank Marketing, 36(2), 230–255. https://doi.org/ http://dx.doi.org/10.1108/MRR-09-2015-0216
McLean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a Mobile Applications Customer Experience Model (MACE) – Implications for Retailers. Journal of Business Research, 85(February 2017), 325–336. https://doi.org/10.1016/j.jbusres.2018.01.018
Meyer, C., & Schwager, A. (2007). Understanding Customer experience _2007. Harvard Business Review, 15(2), 85–88. https://doi.org/10.1057/palgrave.bm.2550127
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651–675. https://doi.org/10.1007/s11365.019.00564-x
Moden, N., & Neufeld, P. (2020). How COVID-19 has sped up digitization for the banking sector. Retrieved from https://www.ey.com/en_gl/financial-services-emeia/how-covid-19-has-sped-up-digitization-forthe- banking-sector#:~:text=COVID%2D19%20has%20accelerated%20digitization,environment%20 the%20pandemic%20has%20brought.
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail and Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27. https://doi.org/10.1016/j.jbusres.2011.07.019
Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave.bm.2550124
Mullan, J., Bradley, L., & Loane, S. (2017). Bank adoption of mobile banking: stakeholder perspective. International Journal of Bank Marketing, 35(7), 1152–1172. https://doi.org/10.1108/IJBM-09-2015-0145
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22–42. https://doi.org/10.1287/ mksc.19.1.22.15184
Nunnally, J. C. (1978). Psychometric Theory. New York:USA: McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing.
PACE. (2019). ABD’de Banka Kanalları Kullanım Alışkanlıkları. Retrieved from https://empower1.fisglobal. com/rs/650-KGE-239/images/PACE_2019_US_Consumer.pdf
Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: Exploring OCE dimensions and their impact on satisfaction and loyalty – Does gender matter? International Journal of Retail and Distribution Management, 46(3), 323–346. https://doi.org/10.1108/IJRDM-01-2017-0005
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/ S0148-2963(99)00084-3
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/109.467.0504271156
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, (August).
Pinto, G. L., Dell’Era, C., Verganti, R., & Bellini, E. (2017). Innovation strategies in retail services: solutions, experiences and meanings. European Journal of Innovation Management, 20(2), 190–209. https://doi. org/http://dx.doi.org/10.1108/MRR-09-2015-0216
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated by Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ ub.jam.2021.019.02.07
Rahman, Z. (2005). Customer experience management — A case study of an Indian bank. Journal of Database Marketing & Customer Strategy Management, 13(3), 203–221. https://doi.org/10.1057/palgrave.dbm.3240298
Rajaobelina, L., Brun, I., Prom Tep, S., & Arcand, M. (2018). Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment. Journal of Financial Services Marketing, 23(3–4), 141–152. https://doi.org/10.1057/s41264.018.0051-z
Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9).
Rehman, K. U., Naveed, T., & Akhtar, I. (2012). The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad The Impact of Innovation on Customer Satisfaction and Brand loyalty: a case study of Student of Faisalabad Pakistan. Retrieved from https://mpra.ub.uni-muenchen.de/id/eprint/53197
Richardson, A. (2010). Understanding customer experience_2010. Harvard Business Review, 85(6), 137.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j. jretai.2012.03.001
Rose, S., Hair, N., & Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13(1), 24–39. https://doi. org/10.1111/j.1468-2370.2010.00280.x
Roy, Sanjit K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.164.2937
Roy, Sanjit Kumar, Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257–270. https://doi.org/10.1016/j.techfore.2016.09.022
Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290–298.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia – Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621–1631. https://doi.org/10.5829/idosi. wasj.2013.21.11.1681
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53–67.
Selin, S. W., Howard, D. R., Udd, E., & Cable, T. T. (1988). An analysis of consumer loyalty to municipal recreation programs. Leisure Sciences, 10(3), 217–223. https://doi.org/10.1080/014.904.08809512191
Shams, G., Rehman, M. A., Samad, S., & Oikarinen, E. L. (2020). Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. Journal of Financial Services Marketing, 25(1–2). https://doi.org/10.1057/s41264.020.00071-z
Shareef, M. A., Baabdullah, A., Dutta, S., Kumar, V., & Dwivedi, Y. K. (2018). Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages. Journal of Retailing and Consumer Services, 43, 54–67. https://doi.org/10.1016/j.jretconser.2018.03.003
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65–75. https://doi.org/10.1016/j.ijinfomgt.2018.09.013
Shobeiri, S., Mazaheri, E., & Laroche, M. (2018). Creating the right customer experience online: The influence of culture. Journal of Marketing Communications, 24(3), 270–290. https://doi.org/10.1080/13527.266.2 015.1054859
Siqueira, J. R., Peña, N. G., ter Horst, E., & Molina, G. (2019). Spreading the Word: How Customer Experience in a Traditional Retail Setting Influences Consumer Traditional and Electronic Word-of-mouth Intention. Electronic Commerce Research and Applications, 37(40), 100870. https://doi.org/10.1016/j. elerap.2019.100870
Sondoh, S. L., Omar, M. W., & Wahid, N. A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in The Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
Sorooshian, S., Salimi, M., Salehi, M., Nia, N. B., & Asfaranjan, Y. S. (2013). Customer Experience about Service Quality in Online Environment: A Case of Iran. – ProcediaSocial and Behavioral Sciences, 93, 1681– 1695. https://doi.org/10.1016/j.sbspro.2013.10.101
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028–1037. https://doi. org/10.1016/j.jretconser.2014.04.007
Stafford, T. F., Turan, A. H., & Raisinghani, M. S. (2004). International and cross-cultural influences on online shopping behavior. Journal of Global Information Technology Management, 7(2), 70–87. https://doi. org/10.1080/1097198X.2004.108.56373
Stavljanin, V., & Pantovic, V. (2017). Online customer experience: Implications for digital banking. Bankarstvo, 46(2), 100–129. https://doi.org/10.5937/bankarstvo1702100s
Stein, A., & Ramaseshan, B. (2019). The customer experience – loyalty link: moderating role of motivation orientation. Journal of Service Management, 31(1), 51–78. https://doi.org/10.1108/JOSM-04-2019-0113
Suhartanto, D. A., Hadiati Farhani, N. A., & Muflih, M. A. (2018). Loyalty Intention towards Islamic Bank: The Role of Religiosity, Image, and Trust. Journal of Economics and Management, 12(1), 137–151.
Sukendi, J., Harianto, N., Wansaga, S., Gunadi, W., & Management, B. (2021). The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce. Turkish Journal of Computer and Mathematics Education, 12(3), 3170–3184.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179–193. https://doi.org/10.1016/j.jretconser.2007.04.001
Syahputra, D., & Murwatiningsih, M. (2019). Building Customer Engagement through Customer Experience, Customer Trust, and Customer Satisfaction in Kaligung Train Customers. Management Analysis Journal, 8(4). Retrieved from http://maj.unnes.ac.id
Tam, C., & Oliveira, T. (2017). Literature review of mobile banking and individual performance. International Journal of Bank Marketing, 35, 1044–1067.
Tam, J. L. M. (2012). The moderating role of perceived risk in loyalty intentions: An investigation in a service context. Marketing Intelligence and Planning, 30(1), 33–52. https://doi.org/10.1108/026.345.01211193903
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40(June 2017), 48–59. https://doi.org/10.1016/j.jretconser.2017.09.004
Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004
Thuy, P. N., & Hau, L. N. (2010). Service personal values and customer loyalty: A study of banking services in a transitional economy. International Journal of Bank Marketing, 28(6), 465–478. https://doi. org/10.1108/026.523.21011077706
TKBB. (2021). Katılım Bankacılığı Dijital Araştırma Raporu. Retrieved from https://tkbb.org.tr/Documents/ Tkbbyayinlari/EY-TKBB-Dijital-Raporu.pdf
Trivedi, J. (2019). Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. Journal of Internet Commerce, 18(1), 91–111. https://doi. org/10.1080/15332.861.2019.1567188
Türkiye Bankalar Birliği. (2020). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. Retrieved from https:// www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1582/Dijital-Internet-Mobil_Bankacilik_ Istatistikleri-Aralik_2020.pdf
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ Conscious Experience in a Coffee Shop. Procedia Manufacturing, 3(Ahfe), 618–625. https://doi.org/10.1016/j.promfg.2015.07.283
Varshneya, G., Das, G., & Khare, A. (2014). Experiential value: a review and future research directions. Marketing Intelligence & Planning, 32(4), 413–435. https://doi.org/10.1108/026.345.01011078138
Wahyuni, S., & Fitriani, N. (2017). Brand religiosity aura and brand loyalty in Indonesia Islamic banking. Journal of Islamic Marketing, 8(3), 361–372. https://doi.org/10.1108/JIMA-06-2015-0044
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2020). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. In Management Review Quarterly. Springer International Publishing. https://doi.org/10.1007/s11301.020.00182-w
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701–725. https://doi.org/10.1108/IJBM-06-2017-0121
Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/ s41262.017.0061-5
Yieh, K., Chiao, Y. C., & Chiu, Y. K. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management and Business Excellence, 18(3), 267–284. https://doi.org/10.1080/147.833.60601152400
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31–46. https://doi.org/10.1007/978-3-319-10996-1_3
Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: examining consumers’ adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279–295. https://doi. org/10.1108/IJQSS-07-2017-0067

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

Year 2023, Volume: 8 Issue: 1, 279 - 316, 22.06.2023

Özge Subaşı , F. Müge Arslan

https://doi.org/10.54452/jrb.1201891

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

References

Agarwal, A., & Singh, M. R. P. (2018). Retail Experience, Customer Satisfaction and Behavior Intention: A Study of Tier-II City Consumers in Organized Retail Settings. Journal of Marketing Vistas, 8(1), 20–39. https:// doi.org/10.1509/jmkg.74.2.i
Akhter, W., Abbasi, A. S., Ali, I., & Afzal, H. (2010). Factors affecting customer loyalty in Pakistan. African Journal of Business Management, 5(4), 1167–1174. https://doi.org/10.5897/AJBM10.501
Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarré, C. (2011). Internet banking loyalty: Evaluating the role of trust, satisfaction, perceived risk and frequency of use. Service Industries Journal, 31(7), 1165–1190. https://doi.org/10.1080/026.420.60903433997
Al-Wugayan, A. A. A. (2019). Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks. International Journal of Bank Marketing, 37(5), 1234–1252. https://doi.org/10.1108/IJBM-09-2018-0251
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280–306. https://doi.org/10.1108/IJBM-10-2014-0139
Angur, M. G., Nataraajan, R., & Jahera, J. S. (1999). Service quality in the banking industry: an assessment in a developing economy. International Journal of Bank Marketing, 116–123.
Artusi, F., Bellini, E., Dell’Era, C., & Verganti, R. (2020). Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omniexperience, a novel customer experience innovation strategy. Research Technology Management, 63(3), 24–32. https://doi.org/10.1080/08956.308.2020.1733886
Auruskeviciene, V., Salciuviene, L., & Skudiene, V. (2010). The Relationship Quality Effect on Customer Loyalty. Pecvnia, 10, 23–36.
Bapat, D., & Kannadhasan, M. (2022). Satisfaction as a mediator between brand experience dimensions and word-of-mouth for digital banking services: do gender and age matter? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35(3).
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53(October 2019), 101985. https://doi. org/10.1016/j.jretconser.2019.101985
Başer, İ. U., Cintamür, İ. G., & Arslan, F. M. (2016). Examining The Effect of Brand Experience on Consumer Satisfaction, Brand Trust And Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2), 101. https://doi. org/10.14780/iibd.51125
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747.019.00718-x
Beltagui, A., Candi, M., & Riedel, J. C. K. H. (2015). Design in the Experience Economy: Using Emotional Design for Service Innovation. Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing, 111–135. https://doi.org/10.1108/s1474-7979(2012.000.0023020
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155–167. https://doi.org/10.1016/j.intmar.2010.02.001
Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer Experience in Online Shopping: A Structural Modeling Approach. Journal of Global Marketing, 32(1), 3–16. https://doi.org/10.1080/08911.762.2018 .1441938.
Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102–119. https://doi.org/10.1108/IJQSS-07-2015-0054.
Blázquez, M. (2014). Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience. International Journal of Electronic Commerce, 18(4), 97–116. https://doi. org/10.2753/JEC1086.441.5180404.
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/002.224.2918809930
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884–913. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216.
Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector. Decision, 42(1), 57–70. https://doi.org/10.1007/s40622.014.0069-6.
Chan, S. J., & Tan, C. L. (2016). A Model Linking Store Attributes, Service Quality and Customer Experience: A Study Among Community Pharmacies. International Journal of Economics and Management , 10(2), 321–342. Retrieved from http://www.econ.upm.edu.my/ijem321.
Cheng, Z.-F., & Kim, G.-B. (2021). The Effects of Brand Experience on the Perceived Value of Customers in China and Korea. Journal of Economics Marketing, and Management, 9, 1–9. https://doi.org/10.20482/ jemm.2021.9.3.1
Chinomona, R. (2013). The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303. https://doi. org/10.19030/iber.v12i10.8138
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does Customer Knowledge Affect How Loyalty is Formed? Journal of Service Research, 5(2), 113–124. https://doi.org/10.1177/109.467.002237494
Choudhurya, M., Singhb, R., & Saikia, H. (2016). Measuring Customer experience in bancassurance: An empirical study. Market-Trziste, 28(1), 47–62.
Coelho, F. J. F., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology and Marketing, 37(1), 41–55. https://doi.org/10.1002/mar.21279
Dabrynin, H., & Zhang, J. (2019). The Investigation of the Online Customer Experience and Perceived Risk on Purchase Intention in China. Journal of Marketing Development and Competitiveness, 13(2), 16–30. https://doi.org/10.33423/jmdc.v13i2.2005
Daqar, M. A. M. A., & Smoudy, A. K. A. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/ irmm.8166
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.5962/bhl.title.33621
Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores. International Journal of Retail and Distribution Management, 44(9), 940– 955. https://doi.org/10.1108/IJRDM-03-2016-0031
Dootson, P., Beatson, A., & Drennan, J. (2016). Financial institutions using social media – do consumers perceive value? International Journal of Bank Marketing, 34(1), 9–36. https://doi.org/10.1108/IJBM-06- 2014-0079
Durkin, M. (2007). Understanding registration influences for electronic banking. The International Review of Retail, Distribution and Consumer Research, 17(3), 219–231. https://doi.org/10.1080/095.939.60701368754
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50(January), 30–41. https:// doi.org/10.1016/j.jretconser.2019.01.018
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). London: UK: Sage.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271–282. https://doi. org/10.1016/j.chb.2017.11.014
Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89–101. https://doi.org/10.1057/palgrave.bm.2550120
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/10.1016/j. jbusres.2015.12.008
Gahler, M., Klein, J. F., & Paul, M. (2019). Measuring Customer Experiences: A Text-Based and Pictorial Scale.
Gao, L., Melero-Polo, I., & Sese, F. J. (2020). Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence. Journal of Service Research, 23(2), 174–193. https://doi.org/10.1177/109.467.0519856119
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87–117. https://doi.org/10.1108/JM2-07- 2012-0023
Garg, R., Rahman, Z., Qureshi, M. N., & Kumar, I. (2012). Identifying and ranking critical success factors of customer experience in banks: An analytic hierarchy process (AHP) approach. Journal of Modelling in Management, 7(2), 201–220. https://doi.org/10.1108/174.656.61211242813
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Giovanis, A., Athanasopoulou, P., Assimakopoulos, C., & Sarmaniotis, C. (2019). Adoption of mobile banking services: A comparative analysis of four competing theoretical models. International Journal of Bank Marketing, 37(5), 1165–1189. https://doi.org/10.1108/IJBM-08-2018-0200
Grace, D., & O’Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450–461. https://doi.org/10.1108/088.760.40410557230
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM000.000.0004784
Gu, J. C., Lee, S. C., & Suh, Y. H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications, 36(9), 11605–11616. https://doi.org/10.1016/j.eswa.2009.03.024
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th ed.). Prentice Hall.
Hakimi, H., Divandari, A., Keimasi, M., Prof, A., & Kaffash, M. H. (2019). Development of Retail Banking Customer Experience Creation Model from Manageable Factors by Organization Using Interpretive Structural Modeling (ISM). Journal of Business Management, 11(3), 565–584. https://doi.org/10.22059/ jibm.2019.267.812.3285
Hanafizadeh, P., Behboudi, M., Abedini Koshksaray, A., & Jalilvand Shirkhani Tabar, M. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62–78. https://doi.org/10.1016/j. tele.2012.11.001
Handro, P. (2018). The Role of Customer Experience in Retail Banking and the Rise of Fintechs. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, 1(1), 175–185.
Holbrook, M. B., & Hirschman, C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. JOURNAL OF CONSUMER RESEARCH, 9(2), 132–140.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi. org/10.1007/s11747.015.0460-7
Hoq, M. Z., Sultana, N., & Amin, M. (2012). The Effect of Trust, Customer Satisfaction and Image on Customers’ Loyalty in Islamic Banking Sector. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1851427
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Izogo, E. E., Jayawardhena, C., & Kalu, A. O. U. (2018). Examining customers’ experience with the Nigerian Bank Verification Number (BVN) policy from the perspective of a dual-lens theory. International Journal of Emerging Markets, 13(4), 709–730. https://doi.org/10.1108/IJoEM-09-2016-0246
Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(1), 25–31.
Jain, R., & Bagdare, S. (2009). Determinants of Customer Experience in New Format Retail Stores. Journal of Marketing & Communication, 5(2), 34–44.
Jiang, B., Lan, S., Wilt, K., Ni, J., Yadav, R. N., Ghosh, A., … Langen, H. H. (2018). The Service Quality Drivers Of Customer Experience The Case Of Islamic Banks In Indonesia. International Journal of Machine Tools and Manufacture, 5(1), 86–96. https://doi.org/10.1016/j.ijmachtools.2009.09.004
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. https://doi.org/10.1509/jmkg.70.2.122
Johnston, R., & Kong, X. (2011). The Customer Experience : A Road Map for Improvement. Managing Service Quality: An International Journal, 21(1), 5–24.
Karataş, G., Dursun, İ., & Gökmen Köksal, C. (2022). Fenomen Pazarlamasında Tüketici Satın Alma Niyetine Etki Eden Faktörler: Parasosyal Etkileşimin Etkileri ve Öncülleri. Journal of Research in Business. https:// doi.org/10.54452/jrb.1125520
Karatepe, O. M., & Aga, M. (2016). The effects of organization mission fulfillment and perceived organizational support on job performance: The mediating role of work engagement. International Journal of Bank Marketing, 34(3), 368–387. https://doi.org/10.1108/IJBM-12-2014-0171
Karatepe, O. M., Yavas, U., & Babakus, E. (2005). Measuring service quality of banks: Scale development and validation. Journal of Retailing and Consumer Services, 12(5), 373–383. https://doi.org/10.1016/j. jretconser.2005.01.001
Kaura, V. (2013). Service Convenience, Customer Satisfaction, and Customer Loyalty: Study of Indian Commercial Banks. Journal of Global Marketing, 26(1), 18–27. https://doi.org/10.1080/08911.762.201 3.779405
Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404–422. https://doi.org/10.1108/IJBM-04-2014-0048
Keisidou, E., Sarigiannidis, L., Maditinos, D. I., & Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance: A holistic approach of the Greek banking sector. International Journal of Bank Marketing, 31(4), 259–288. https://doi.org/10.1108/IJBM-11-2012-0114
Kesharwani, A., & Bisht, S. S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303–322. https://doi.org/10.1108/026.523.21211236923
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102219
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544– 564. https://doi.org/10.1016/j.dss.2007.07.001
Klaus, Phil, & Nguyen, B. (2013). Exploring the role of the online customer experience in firms’ multi-channel strategy: An empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429–442. https://doi.org/10.1080/0965254X.2013.801610
Klaus, Philipp. (2013). The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443–457. https://doi.org/10.1108/JSM-02-2012-0030
Klaus, Philipp, Gorgoglione, M., Buonamassa, D., Panniello, U., & Nguyen, B. (2013). Are you providing the “right” customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506–528.
Klaus, Philipp, & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/IJMR-2013-021
Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102. https://doi.org/10.1108/IJBM- 11-2017-0245
Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277–1297.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(3), 364–378. https://doi. org/10.1108/JSM-11-2020-0447
Kyguolienė, A., & Makutėnas, N. (2018). Measuring Gen-Y Customer Experience in the Banking Sector. Management of Organizations: Systematic Research, 78(1), 77–93. https://doi.org/10.1515/mosr-2017- 0017
Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5–6), 385– 392. https://doi.org/10.1016/j.intcom.2009.06.004
Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141. https://doi.org/10.1016/j.elerap.2008.11.006
Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7), 927–937. https://doi.org/10.1108/JPBM-03-2019-2298
Lin, H. F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards and Interfaces, 35(2), 195–204. https://doi.org/10.1016/j.csi.2012.07.003
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail & Distribution Management, 42(10), 929–947. https://doi. org/10.1108/IJRDM-11-2013-0208
Liu, Y., Pu, B., Guan, Z., & Yang, Q. (2016). Online customer experience and its relationship to repurchase intention: An empirical case of online travel agencies in China. Asia Pacific Journal of Tourism Research, 21(10), 1085–1099. https://doi.org/10.1080/10941.665.2015.1094495
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems, 49(2), 222–234. https://doi.org/10.1016/j.dss.2010.02.008
Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2020). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799–822. https://doi.org/10.1108/IJBM-07- 2019-0272
Maklan, S., Antonetti, P., & Whitty, S. (2017). A better way to manage customer experience: Lessons from the royal bank of Scotland. California Management Review, 59(2), 92–115. https://doi. org/10.1177/000.812.5617695285
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771. https://doi.org/10.2501/IJMR-53-6-771-792
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). New Jersey:USA: Pearson.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81–95. https://doi. org/10.1016/j.jretconser.2015.03.008
Maryanto, R. H., & Kaihatu, T. S. (2021). Customer Loyalty as an Impact of Perceived Usefulness to Grab Users, Mediated by Customer Satisfaction and Moderated by Perceived Ease of Use. Binus Business Review, 12(1), 31–39. https://doi.org/10.21512/bbr.v12i1.6293
Mason, C. H., & Perreault, W. D. (1991). Collinearity, Power, and Interpretation of Multiple Regression Analysis. In Source: Journal of Marketing Research (Vol. 28).
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56. https:// doi.org/10.1016/S0022-4359(00)00045-2
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & Pederzoli, D. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 9(3), 270–286. https://doi.org/10.1080/20932.685.2018.1461022
Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International Journal of Bank Marketing, 36(2), 230–255. https://doi.org/ http://dx.doi.org/10.1108/MRR-09-2015-0216
McLean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a Mobile Applications Customer Experience Model (MACE) – Implications for Retailers. Journal of Business Research, 85(February 2017), 325–336. https://doi.org/10.1016/j.jbusres.2018.01.018
Meyer, C., & Schwager, A. (2007). Understanding Customer experience _2007. Harvard Business Review, 15(2), 85–88. https://doi.org/10.1057/palgrave.bm.2550127
Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651–675. https://doi.org/10.1007/s11365.019.00564-x
Moden, N., & Neufeld, P. (2020). How COVID-19 has sped up digitization for the banking sector. Retrieved from https://www.ey.com/en_gl/financial-services-emeia/how-covid-19-has-sped-up-digitization-forthe- banking-sector#:~:text=COVID%2D19%20has%20accelerated%20digitization,environment%20 the%20pandemic%20has%20brought.
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail and Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27. https://doi.org/10.1016/j.jbusres.2011.07.019
Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave.bm.2550124
Mullan, J., Bradley, L., & Loane, S. (2017). Bank adoption of mobile banking: stakeholder perspective. International Journal of Bank Marketing, 35(7), 1152–1172. https://doi.org/10.1108/IJBM-09-2015-0145
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22–42. https://doi.org/10.1287/ mksc.19.1.22.15184
Nunnally, J. C. (1978). Psychometric Theory. New York:USA: McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing.
PACE. (2019). ABD’de Banka Kanalları Kullanım Alışkanlıkları. Retrieved from https://empower1.fisglobal. com/rs/650-KGE-239/images/PACE_2019_US_Consumer.pdf
Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: Exploring OCE dimensions and their impact on satisfaction and loyalty – Does gender matter? International Journal of Retail and Distribution Management, 46(3), 323–346. https://doi.org/10.1108/IJRDM-01-2017-0005
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/ S0148-2963(99)00084-3
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/109.467.0504271156
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, (August).
Pinto, G. L., Dell’Era, C., Verganti, R., & Bellini, E. (2017). Innovation strategies in retail services: solutions, experiences and meanings. European Journal of Innovation Management, 20(2), 190–209. https://doi. org/http://dx.doi.org/10.1108/MRR-09-2015-0216
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated by Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ ub.jam.2021.019.02.07
Rahman, Z. (2005). Customer experience management — A case study of an Indian bank. Journal of Database Marketing & Customer Strategy Management, 13(3), 203–221. https://doi.org/10.1057/palgrave.dbm.3240298
Rajaobelina, L., Brun, I., Prom Tep, S., & Arcand, M. (2018). Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment. Journal of Financial Services Marketing, 23(3–4), 141–152. https://doi.org/10.1057/s41264.018.0051-z
Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9).
Rehman, K. U., Naveed, T., & Akhtar, I. (2012). The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad The Impact of Innovation on Customer Satisfaction and Brand loyalty: a case study of Student of Faisalabad Pakistan. Retrieved from https://mpra.ub.uni-muenchen.de/id/eprint/53197
Richardson, A. (2010). Understanding customer experience_2010. Harvard Business Review, 85(6), 137.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j. jretai.2012.03.001
Rose, S., Hair, N., & Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13(1), 24–39. https://doi. org/10.1111/j.1468-2370.2010.00280.x
Roy, Sanjit K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.164.2937
Roy, Sanjit Kumar, Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257–270. https://doi.org/10.1016/j.techfore.2016.09.022
Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290–298.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia – Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621–1631. https://doi.org/10.5829/idosi. wasj.2013.21.11.1681
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53–67.
Selin, S. W., Howard, D. R., Udd, E., & Cable, T. T. (1988). An analysis of consumer loyalty to municipal recreation programs. Leisure Sciences, 10(3), 217–223. https://doi.org/10.1080/014.904.08809512191
Shams, G., Rehman, M. A., Samad, S., & Oikarinen, E. L. (2020). Exploring customer’s mobile banking experiences and expectations among generations X, Y and Z. Journal of Financial Services Marketing, 25(1–2). https://doi.org/10.1057/s41264.020.00071-z
Shareef, M. A., Baabdullah, A., Dutta, S., Kumar, V., & Dwivedi, Y. K. (2018). Consumer adoption of mobile banking services: An empirical examination of factors according to adoption stages. Journal of Retailing and Consumer Services, 43, 54–67. https://doi.org/10.1016/j.jretconser.2018.03.003
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65–75. https://doi.org/10.1016/j.ijinfomgt.2018.09.013
Shobeiri, S., Mazaheri, E., & Laroche, M. (2018). Creating the right customer experience online: The influence of culture. Journal of Marketing Communications, 24(3), 270–290. https://doi.org/10.1080/13527.266.2 015.1054859
Siqueira, J. R., Peña, N. G., ter Horst, E., & Molina, G. (2019). Spreading the Word: How Customer Experience in a Traditional Retail Setting Influences Consumer Traditional and Electronic Word-of-mouth Intention. Electronic Commerce Research and Applications, 37(40), 100870. https://doi.org/10.1016/j. elerap.2019.100870
Sondoh, S. L., Omar, M. W., & Wahid, N. A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in The Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
Sorooshian, S., Salimi, M., Salehi, M., Nia, N. B., & Asfaranjan, Y. S. (2013). Customer Experience about Service Quality in Online Environment: A Case of Iran. – ProcediaSocial and Behavioral Sciences, 93, 1681– 1695. https://doi.org/10.1016/j.sbspro.2013.10.101
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028–1037. https://doi. org/10.1016/j.jretconser.2014.04.007
Stafford, T. F., Turan, A. H., & Raisinghani, M. S. (2004). International and cross-cultural influences on online shopping behavior. Journal of Global Information Technology Management, 7(2), 70–87. https://doi. org/10.1080/1097198X.2004.108.56373
Stavljanin, V., & Pantovic, V. (2017). Online customer experience: Implications for digital banking. Bankarstvo, 46(2), 100–129. https://doi.org/10.5937/bankarstvo1702100s
Stein, A., & Ramaseshan, B. (2019). The customer experience – loyalty link: moderating role of motivation orientation. Journal of Service Management, 31(1), 51–78. https://doi.org/10.1108/JOSM-04-2019-0113
Suhartanto, D. A., Hadiati Farhani, N. A., & Muflih, M. A. (2018). Loyalty Intention towards Islamic Bank: The Role of Religiosity, Image, and Trust. Journal of Economics and Management, 12(1), 137–151.
Sukendi, J., Harianto, N., Wansaga, S., Gunadi, W., & Management, B. (2021). The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce. Turkish Journal of Computer and Mathematics Education, 12(3), 3170–3184.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179–193. https://doi.org/10.1016/j.jretconser.2007.04.001
Syahputra, D., & Murwatiningsih, M. (2019). Building Customer Engagement through Customer Experience, Customer Trust, and Customer Satisfaction in Kaligung Train Customers. Management Analysis Journal, 8(4). Retrieved from http://maj.unnes.ac.id
Tam, C., & Oliveira, T. (2017). Literature review of mobile banking and individual performance. International Journal of Bank Marketing, 35, 1044–1067.
Tam, J. L. M. (2012). The moderating role of perceived risk in loyalty intentions: An investigation in a service context. Marketing Intelligence and Planning, 30(1), 33–52. https://doi.org/10.1108/026.345.01211193903
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40(June 2017), 48–59. https://doi.org/10.1016/j.jretconser.2017.09.004
Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004
Thuy, P. N., & Hau, L. N. (2010). Service personal values and customer loyalty: A study of banking services in a transitional economy. International Journal of Bank Marketing, 28(6), 465–478. https://doi. org/10.1108/026.523.21011077706
TKBB. (2021). Katılım Bankacılığı Dijital Araştırma Raporu. Retrieved from https://tkbb.org.tr/Documents/ Tkbbyayinlari/EY-TKBB-Dijital-Raporu.pdf
Trivedi, J. (2019). Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. Journal of Internet Commerce, 18(1), 91–111. https://doi. org/10.1080/15332.861.2019.1567188
Türkiye Bankalar Birliği. (2020). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. Retrieved from https:// www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1582/Dijital-Internet-Mobil_Bankacilik_ Istatistikleri-Aralik_2020.pdf
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ Conscious Experience in a Coffee Shop. Procedia Manufacturing, 3(Ahfe), 618–625. https://doi.org/10.1016/j.promfg.2015.07.283
Varshneya, G., Das, G., & Khare, A. (2014). Experiential value: a review and future research directions. Marketing Intelligence & Planning, 32(4), 413–435. https://doi.org/10.1108/026.345.01011078138
Wahyuni, S., & Fitriani, N. (2017). Brand religiosity aura and brand loyalty in Indonesia Islamic banking. Journal of Islamic Marketing, 8(3), 361–372. https://doi.org/10.1108/JIMA-06-2015-0044
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2020). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. In Management Review Quarterly. Springer International Publishing. https://doi.org/10.1007/s11301.020.00182-w
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701–725. https://doi.org/10.1108/IJBM-06-2017-0121
Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/ s41262.017.0061-5
Yieh, K., Chiao, Y. C., & Chiu, Y. K. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management and Business Excellence, 18(3), 267–284. https://doi.org/10.1080/147.833.60601152400
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31–46. https://doi.org/10.1007/978-3-319-10996-1_3
Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: examining consumers’ adoption of mobile banking services. International Journal of Quality and Service Sciences, 10(3), 279–295. https://doi. org/10.1108/IJQSS-07-2017-0067

There are 161 citations in total.

Details

Primary Language	Turkish
Subjects	Business Administration
Journal Section	Articles
Authors	Özge Subaşı 0000-0003-1630-6613 F. Müge Arslan 0000-0003-1665-348X
Publication Date	June 22, 2023
Submission Date	November 9, 2022
Acceptance Date	May 25, 2023
Published in Issue	Year 2023 Volume: 8 Issue: 1

Cite

APA	Subaşı, Ö., & Arslan, F. M. (2023). MOBİL BANKACILIKTA MÜŞTERİ DENEYİMİ ÖNCÜLLERİ VE MÜŞTERİ DENEYİMİ İLE SADAKAT NİYETİNE ETKİSİ. Journal of Research in Business, 8(1), 279-316. https://doi.org/10.54452/jrb.1201891

Article Files

Full Text