Perceived Credibility and Hofstede’s Cultural Dimensions as Determinants of Financial Service Needs and Willingness to Pay: An S-D Logic Perspective

Abstract

This study examines the financial service needs of Turkish immigrants living in the Netherlands and explores how cultural dimensions, operant resources, and perceived credibility influence their willingness to pay (WTP) for formal financial advisory services. Adopting a qualitative research design, data were collected through semi-structured interviews with 35 Turkish immigrants analyzed using MAXQDA. The conceptual framework integrates Hofstede’s cultural dimensions, Service-Dominant (S-D) Logic, and Source Credibility Theory. Within this framework, the financial advisor’s system knowledge, expertise, communication ability, and cross-border understanding are treated as operant resources, while perceived credibility and perceived financial needs serve as key explanatory constructs driving willingness to pay. The thematic analysis reveals that Dutch system knowledge, clear communication, cross-border/dual-system understanding, and client-tailored guidance are critical to the perceived value of financial advisory services. Furthermore, perceived credibility and situational financial needs (primarily taxes, mortgages, and pensions) act as the strongest direct precursors to willingness to pay. Cultural dimensions, particularly security orientation and family influence, conditionalize these relationships. This study contributes to the immigrant financial inclusion literature by shifting the focus from general trust to micro-level, service-driven operant interactions.

Keywords

• Cultural dimensions
• financial service needs
• Operant resources
• perceived credibility
• Service-dominant logic
• Willingness to pay

Finansal Hizmet İhtiyaçları ve Ödeme Yapma İstekliliğinin Belirleyicileri Olarak Algılanan Güvenilirlik ve Hofstede’in Kültürel Boyutları: Hizmet Baskın Mantık Perspektifi

Abstract

Bu çalışma, Hollanda’da yaşayan Türk göçmenlerin finansal hizmet ihtiyaçlarını incelemekte ve kültürel boyutlar, operant kaynaklar ve algılanan güvenilirliğin resmi finansal danışmanlık hizmetleri için ödeme yapma istekliliği (WTP) üzerindeki etkisini araştırmaktadır. Nitel araştırma deseni benimsenen çalışmada veriler, 35 Türk göçmen ile gerçekleştirilen yarı yapılandırılmış görüşmeler aracılığıyla toplanmış ve MAXQDA programı kullanılarak analiz edilmiştir. Kavramsal çerçeve, Hofstede’in kültürel boyutları, Hizmet Baskın Mantık (S-D Logic) ve Kaynak Güvenilirliği Teorisi’nin entegrasyonuna dayanmaktadır. Bu kapsamda finansal danışmanın sistem bilgisi, uzmanlığı, iletişim becerisi ve sınır ötesi anlayışı operant kaynaklar olarak ele alınırken; algılanan güvenilirlik ve algılanan finansal ihtiyaçlar, ödeme yapma istekliliğini açıklayan temel yapılar olarak değerlendirilmiştir. Tematik analiz sonuçları, Hollanda sistemine ilişkin bilgi, açık iletişim, çift sistem/sınır ötesi anlayış ve müşteriye özel yönlendirmelerin finansal danışmanlık hizmetlerinin algılanan değerinde kritik rol oynadığını göstermektedir. Ayrıca algılanan güvenilirlik ile durumsal finansal ihtiyaçların (özellikle vergi, mortgage ve emeklilik konuları) ödeme yapma istekliliğinin en güçlü doğrudan öncülleri olduğu belirlenmiştir. Güvenlik odaklılık ve aile etkisi gibi kültürel boyutların ise bu ilişkileri koşullandırdığı görülmüştür. Çalışma, göçmenlerin finansal kapsayıcılığı literatürüne, genel güven kavramı yerine hizmet odaklı mikro düzeyli operant etkileşimlere odaklanarak katkı sunmaktadır.

Keywords

• Kültürel boyutlar
• finansal hizmet ihtiyaçları
• operant kaynaklar
• algılanan güvenilirlik
• hizmet-baskın mantık
• ödeme isteği

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