Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim

Berrin Arzu Eren

doi:10.15659/ppad.14.2.251

Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim

Abstract

Bankalar tarafından müşterilerine sunulan, kullanıcı ve görev odaklı sanal müşteri asistanları, bankaların dijital platformları üzerinden pek çok işlemi yapabilmekte, bilgi vermekte ve müşterilerine yatırım tavsiyelerinde bulunmaktadır. Her geçen gün sanal müşteri asistanlarını deneyimleyen müşteri sayısındaki artış bankalar açısından sunulan hizmetin kalitesinin de sorgulanmasını gerektirmektedir. Bu noktada çalışmada sanal müşteri asistanlarına ilişkin faydasal ve hazsal hizmet kalitesi boyutlarının müşteri güveni, müşteri tatmini ve müşteri sadakatine etkisinin ortaya konması ile birlikte müşteri güveni, müşteri tatmini ve müşteri sadakatinin ağızdan ağıza iletişim üzerindeki etkisinin belirlenmesi amaçlanmaktadır. Bu amaçlar doğrultusunda Türkiye’de sanal müşteri asistanını deneyimleyen 346 banka müşterisinden kolayda ve tesadüfi örnekleme yöntemi kullanılarak, anket aracılığı ile veri toplanmıştır. Araştırmanın analizinde Smart PLS programı kullanılmış ve veriye Yapısal Eşitlik Modellemesi uygulanmıştır. Araştırma sonuçları sanal bankacılık müşteri asistanına yönelik hizmet kalitesi boyutlarından kullanışlılık ve eğlence boyutunun müşteri güveni, müşteri tatmini ve sadakati üzerinde etkisi olduğu ve trend olma boyutunun ise müşteri güveni üzerinde etkisi olduğu sonucuna ulaşılmıştır. Araştırma sonuçları sanal bankacılık müşteri asistanına duyulan güvenin, bu hizmete yönelik müşteri tatmini ve sadakatini olumlu yönde etkilediğini göstermektedir. Sanal bankacılık müşteri asistanı uygulamasının henüz yeni bir hizmet olması nedeniyle araştırmada ağızdan ağıza iletişim etkisi de ölçülmüş olup, müşterilerin bu hizmete yönelik duydukları güven ve sadakatin ağızdan ağıza iletişim üzerinde etkisi olduğu ortaya konmuştur. Bununla birlikte Türkiye’de bankacılık alanında sanal müşteri asistanları aracılığı ile sunulan hizmetin müşteri deneyimi boyutunu araştıran uygulama içerikli çalışmaya yapılmamış olması bu araştırmanın özgünlüğünü ortaya koymaktadır.

Keywords

References

Abbaspour, B. ve Hazarina Hashim, N. (2015). The Influence of Website Quality Dimensions On Customer Satisfaction In Travel Website. International Journal of Science Commerce and Humanities, 3(5): 6–17.
Abdullah, F. ve Ward, R. (2016). Developing a General Extended Technology Acceptance Model for E-Learning (GETAMEL) by analysing commonly used external factors. Computers in Human Behavior, 56, 238-256.
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y. ve Dastgir, S. (2019). Service Quality, Religiosity, Customer Satisfaction, Customer Engagement and Islamic Bank’s Customer Loyalty. Journal of Islamic Marketing, 11(6), 1691-1705.
Acquire (2020). Potential Use Cases of Chatbots in Banking: 12 examples. https://acquire.io/blog/use-cases-chatbots-banking/ (16.12.2020)
Afshan, S. ve Sharif, A. (2016). Acceptance of Mobile Banking Framework in Pakistan. Telematics and Informatics, 33(2): 370-387.
Agarwal, R. ve Karahanna, E. (2000). Time Files When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4): 665–694.
Aktaş, M. (2019). Türkiye’deki Bankacılık Sektöründe Chatbot Kullanım Raporu https://pazarlamasyon.com/banka-musterilerinin-yuzde-40i-chatbot-kullaniyor/ (17.12.2020)
Albayrak, T., Karasakal, S., Kocabulut, Ö. ve Dursun, A. (2020). Customer Loyalty towards Travel Agency Websites: The Role of Trust and Hedonic Value. Journal of Quality Assurance in Hospitality & Tourism, 21(1): 50-77.

Al-Jabri, I. ve Sohail, M. S. (2012). Mobile Banking Adoption: Application of Diffusion of Innovation Theory. Journal of Electronic Commerce Research, 13(4): 379–391.
Alonso-Dos-Santos, M., Soto-Fuentes, Y. ve Valderrama-Palma, V.A. (2020). Determinants of Mobile Banking Users’ Loyalty. Journal of Promotion Management, 1-19.
Amin, M., Isa, Z., ve Fontaine, R. (2013). Islamic Banks: Contrasting the Drivers of Customer Satisfaction on Image, Trust, and Loyalty of Muslim and Non-Muslim Customers in Malaysia. International Journal of Bank Marketing, 31(2): 79–97.
Anderson, R. ve Srinivasan, S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2): 123-138.
Arcand, M., PromTep, S., Brun, I. ve Rajaobelina, L. (2016). Mobile Banking Service Quality and Customer Relationships. İnternational Journal of Bank Marketing, 35(7): 1068-1089.
Berraies, S., Ben, Y. K. ve Hannachi, M. (2017). Identifying the Effects of Perceived Values of Mobile Banking Applications on Customers: Comparative Study between Babyboomers, Generation X and Generation Y. International Journal of Bank Marketing, 35(6): 1018–1038.
Bilgihan, A. (2016). Gen Y Customer Loyalty in Online Shopping: An Integrated Model of Trust, User Experience and Branding. Computers in Human Behavior, 61: 103–113.
Bolar, K. (2014). End-User Acceptance of Technology Interface in Transaction Based Environment. Journal of Internet Banking and Commerce, 19(1): 2-16.
Boonlertvanich, K. (2019). Service Quality, Satisfaction, Trust, and Loyalty: The Moderating Role of Mainbank and Wealth Status. International Journal of Bank Marketing, 37(1): 278-302.
Bowen, John T. ve Chen S.L. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5): 213-217.
Bright Local (2017). Local Consumer Review Survey 2017 https://www.brightlocal.com/learn/local-consumer-review-survey/ (22.04.2020)
Butt, M.M. ve Aftab, M. (2013). Incorporating Attitude towards Halal Banking in an Integrated Service Quality, Satisfaction, Trust and Loyalty Model in Online Islamic Banking Context. International Journal of Bank Marketing, 31(1): 6-23.
Carlson, J. ve O’Cass, A. (2010). Exploring the Relationships between E-Service Quality, Satisfaction, Attitudes and Behaviour in Content-Driven E-Service Web Sites. Journal of Services Marketing, 24(2): 112-127.
CBOT (2019). Türkiye’deki Banka Müşterileri Chatbot İletişimini Benimsedi. https://www.cbot.ai/tr/turkiyedeki-banka-musterileri-chatbot-iletisimini-benimsedi/ (17.12.2020).
CBOT (2020). Bankacilik Chatbotu https://www.cbot.ai/tr/bankacilik-chatbotu/ (22.06.2020)
Chang, E. C. ve Tseng, Y. F. (2013). Research Note: E-Store Image, Perceived Value and Perceived Risk. Journal of Business Research, 66(7): 864–870.
Chen, Y.-H. ve Barnes, S. (2007). Initial Trust and Online Buyer Behavior. Industrial Management & Data Systems, 107(l): 21-36.
Chung, M., Ko, E., Joung, H., ve Kim, S. J. (2018). Chatbot E-Service and Customer Satisfaction Regarding Luxury Brands. Journal of Business Research, 1-9.
Cooper, R. B. ve Zmud, R. W. (1990). Information Technology Implementation Research: A Technological Diffusion Approach. Management Science, 36(2):.123-139.
Cyr, D., Head, M. ve Ivanov, A. (2006). Design Aesthetics Leading to M-Loyalty in Mobile Commerce. Information & Management, 43(8): 950-963.
Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları. Ankara: Pegem Akademi.
Dale, R. (2016). The Return of the Chatbots. Natural Language Engineering, 22 (5): 811–817.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, And User Acceptance of Information Technology. MIS Quarterly, 13(3): 319–340.
Davis, F. D., Bagozzi, R. P. ve Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14): 1111-1132.
Davis, F.D. (1989). Perceived Usefulness, Perceived Ease-Of-Use and User Acceptance. MIS Quarterly, 13(3): 319-340.
Doney, P.M. ve Cannon, J.P. (1997). An Examination of the Nature of the Trust in Buyer-Seller Relationship. Journal of Marketing, 61: 35-51.
Esch, P.V. ve Mente, M. (2018). Marketing Video-Enabled Social Media as Part of Your E-Recruitment Strategy: Stop Trying to Be Trendy. Journal of Retailing and Consumer Services, 44: 266-273.
Fang, Y., Qureshi, I., McCole, P., Ramsey, E., ve Lim, K. H. (2014). Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional. MIS Quarterly, 38(2): 407–427.
Felix, R. (2017). Service Quality and Customer Satisfaction in Selected Banks in Rwanda. Journal of Business and Financial Affairs, 6(1): 246-256.
Flavián, C., Guinalíu, M. ve Gurrea, R. (2006). The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty. Information & Management, 43(1): 1-14.
Fornell, C. ve Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
Fornell, C., Johnson, M.D. Anderson, E.W., Cha, J. ve Bryantve, B.E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing,60(4), 7-18.
Garanti BBVA (2020). Yapay Zekânın Sesi: Mobil Asistanlar ve Özellikleri https://www.garantibbva.com.tr/tr/blog/mobil-asistanlar.page (07.06.2020)
Gefen, D. ve Straub, D. (2004). Consumer Trust in B2C E-commerce and the Importance of Social Presence: Experiments in E-products and E-services. Omega, 31: 407–424
George, D. ve Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference 17.0 Update. Boston: Pearson.
Ghafari, F., Jafari, P. ve Amir Madhi, A. (2013). Investigate Dimensions Relationship of Service Quality and Customer Satisfaction in Banking Industrial: Comparative Model of Traditional and E-Services. Iranian Journal of Management Sciences, 6(24): 41-66.
Ghane, S., Fathian, M. ve Gholamian, M. R. (2011). Full Relationship among E-Satisfaction, E-Trust, E-Service Quality, and E-Loyalty: The Case of Iran E-Banking. Journal of Theoretical and Applied Information Technology, 33(1): 1–6.
Giao, H.N.K., Vuong, B.N. ve Quan, T.N. (2020). The Influence of Website Quality on Consumer’s E-Loyalty Through the Mediating Role of E-Trust and E-Satisfaction: An Evidence from Online Shopping in Vietnam. Uncertain Supply Chain Management, 8, 351–370.
Giovanis, A. N., ve Athanasopoulou, P. (2018). Consumer-Brand Relationships and Brand Loyalty in Technology-Mediated Services. Journal of Retailing and Consumer Services, 40: 287–294.
Giovannini, C.J., Ferreira, J.B., Silva, J.F.D. ve Ferreira, D.B. (2015). The Effects of Trust Transference, Mobile Attributes and Enjoyment on Mobile Trust. Brazilian Administration Review, 12(1): 90-108.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, Donvito, R. ve Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. J. Bus. Res., 69(12): 5833–5841.
Gounaris, S. P., ve Venetis, K. (2002). Trust in Industrial Service Relationships: Behavioral Consequences, Antecedents and The Moderating Effect of the Duration of the Relationship. Journal of Services Marketing, 16(7): 636–655.
Gregg, D. G. ve Walczak, S. (2010). The Relationship between Website Quality, Trust and Price Premiums at Online Auctions. Electronic Commerce Research, 10(1): 1–25.
Gumelar, A., Nasution, M.I., Oesman, I.F. Ramadini, F. Irfan, M. ve Nurliana, M. (2020). Technology Mobile Banking On Customer Satisfaction. Journal of Physics: Conference Series, 1-7.
Hair, J. F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (2009). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall
Hapsari, R., Hussein, A.S. ve Handrito, R.P. (2020). Being Fair to Customers: A Strategy in Enhancing Customer Engagement and Loyalty in the Indonesia Mobile Telecommunication Industry. Services Marketing Quarterly, 41(1): 49-67.
Hassan, H.E. ve Wood, R. (2020). Does Country Culture İnfluence Consumers' Perceptions Toward Mobile Banking? A Comparison Between Egypt and The United States. Telematics and Informatics, 46: 1-14.
Ho, C. T. B., ve Lin, W. C. (2010). Measuring the Service Quality of Internet Banking: Scale Development and Validation. European Business Review, 22(1): 5–24.
Hong, I. B. ve Cho, H. (2011). The Impact of Consumer Trust On Attitudinal Loyalty and Purchase Intentions in B2C E-Marketplaces: Intermediary Trust vs. Seller Trust. International Journal of Information Management, 31(5): 469–479.
Hosseiny, S. ve Sohrabi, A. (2013). A Survey On the Service Quality of Persian Bank in Hamedan Province. Iranian Public Administration, 5(3): 23-42.
Hsieh, Y.-C. ve Hiang, S.-T. (2004). A Study of the Impacts of Service Quality On Relationship Quality in Search-Experience-Credence Services. Total Quality Management and Business Excellence, 15: 43-58.
Hsin Chang, H. ve Wen Chen, S. (2008). The Impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk as a Mediator. Online Information Review, 32(6): 818-841.
Hsu, C. L., Chang, K. C. ve Chen, M. C. (2012). The Impact of Website Quality On Customer Satisfaction and Purchase Intention: Perceived Playfulness and Perceived Flow as Mediators. Information Systems and e-Business Management, 10(4): 549–570.
Hsu, S.H. (2007). Developing an Index for Online Customer Satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34: 3033-42.
Hwang, Y., ve Kim, D. J. (2007). Customer Self-Service Systems: The Effects of Perceived Web Quality with Service Contents on Enjoyment, Anxiety, and E-Trust. Decision Support Systems, 43(3): 746–760.
Ibrahim, E. E., Joseph, M. ve Ibeh, K. I. (2006). Customers' Perception of Electronic Service Delivery in The UK Retail Banking Sector. International Journal of Bank Marketing, 24(7): 475–493. Jones, T. ve Sasser, W.E.Jr. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(6):88-99. Juniper Research (2019). AI in Fintech https://www.juniperresearch.com/researchstore/fintech-payments/ai-in-fintech-research-report?utm_campaign=aiinfintech19pr1&utm_source=businesswire&utm_medium=email (09.04.2020)
Juniper Research (2020). Chatbots Trends https://www.juniperresearch.com/researchstore/devices-technology/chatbots-Trends-research-report (16.05.2020)
Kazi, A. K. ve Mannan, M. A. (2013). Factors Affecting Adoption of Mobile Banking in Pakistan: Empirical Evidence. International Journal of Research in Business and Social Science, 2(3): 54–61.
Kim, J., Jin, B. ve Swinney, J. L. (2009). The Role of Etail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process. Journal of Retailing and Consumer Services, 16(4): 239–247.
Kim, A.J ve Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3): 164-171.
Kim, M. J., Chung, N. ve Lee, C. K. (2011). The Effect of Perceived Trust On Electronic Commerce: Shopping Online for Tourism Products and Services in South Korea. Tourism Management, 32(2): 256–265.
Kline, P. (1994). An Easy Guide to Factor Analysis. New York: Routledge.
Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. New York: Guilford Press.
Komiak, S.Y.X. (2003). The impact of internalization and familiarity on trust and adoption of recommendation agents. Doktora Tezi, The University of British Columbia
Konuk, F.A. (2018). The Role of Store Image, Perceived Quality, Trust and Perceived Value in Predicting Consumers’ Purchase Intentions Towards Organic Private Label Food. Journal of Retailing and Consumer Services, 43: 304-310.
Kumar, N. (1996). The Power of Trust in Manufacturer-Retailer Relationships. Harvard Business Review, 74(6): 92-106.
Kumar, R.R., Israel, D. ve Malik, G. (2018). Explaining Customer’s Continuance Intention to Use Mobile Banking Apps with an Integrative Perspective of ECT and Self-Determination Theory. Pacific Asia Journal of the Association for Information Systems, 10: 79-112.
Kumar, S. A., Mani, B. T., Mahalingam, S. ve Vanjikovan, M. (2010). Influence of Service Quality on Attitudinal Loyalty in Private Retail Banking: An Empirical Study. IUP Journal of Management Research, 9(4): 21–38.
Lee, C. S., ve L. Ma. (2012). News Sharing in Social Media: The Effect of Gratifications and Prior Experience. Computers in Human Behavior, 28 (2): 331–339.
Levesque, T.J. ve McDougall, G.H.G. (1992). Managing Customers Satisfaction: The Nature of Service Problems and Customers Exit, Voice and Loyalty. Asia-Pacific Journal of Quality Management, 2(2): 40-58.
Li, C.H, Yeh, S.F., Chang, T.J., Tsai, M.H., Chen, K.ve Chang, Y.J. (2020). A Conversation Analysis of Non-Progress and Coping Strategies with a Banking Task-Oriented Chatbot, CHI 2020, April 25–30, 2020, Honolulu, HI, USA.
Liebana-Cabanillas, F., Munoz-Leiva, F. ve Sanchez-Fernandez, J. (2015). Payment Systems in New Electronic Environments: Consumer Behavior in Payment Systems Via SMS. International Journal of Information Technology & Decision Making, 14(2): 421–449.
Liebana-Cabanillas, F., Munoz-Leiva, F. ve Rejo´n-Guardia, F. (2013). The Determinants of Satisfaction with E-banking. Industrial Management & Data Systems, 113(5): 750-767.
Lin, H. (2013). Determining The Relative Importance of Mobile Banking Quality Factors. Computer Standards & İnterfaces Journal, 35(2): 195-204.
Lin, J.-S.C. ve Hsieh, P.-L. (2007), The Influence of Technology Readiness on Satisfaction and Behavioral Intentions Toward Self-Service Technologies. Computers in Human Behavior, 23(3): 1597-1615.
Luarn, P. ve Lin, H.H. (2005). Toward an Understanding of the Behavioral Intention to Use Mobile Banking. Comput. Hum. Behav., 21(6): 873-891.
Luo, X., Li, H., Zhang, J. ve 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.
Marakanon, L. ve Panjakajornsak, V. (2017). Perceived Quality, Perceived Risk and Customer Trust Affecting Customer Loyalty of Environmentally Friendly Electronics Products. Kasetsart Journal of Social Sciences, 38(1): 24-30.
Marimon, F., Petnji Yaya, L. H. ve Casadesus Fa, M. (2012). Impact of E-Quality and Service Recovery on Loyalty: A Study of E-Banking in Spain. Total Quality Management & Business Excellence, 23(7/8): 769–787.
Masrek, N.M, Mohamed, I.S., Daud, N.M. ve Omar, N. (2014). Technology Trust and Mobile Banking Satisfaction: A Case of Malaysian Consumers. Procedia - Social and Behavioral Sciences, 129: 53- 58.
McKnight, D.H., Choudhury, V. ve Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An İntegrative Typology. Information Systems Research, 13(3): 334-359.
Mcllroy, A. ve Barnett, S. (2000). Building Customer Relationships: Do Discount Cards Work? Managing Service Quality: An International Journal, 10(6): 346-355.
Morgan, R.M. ve Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3): 20-38.
Muslim, A. (2016). Internet Banking Service Quality and Its Implication on E-Customer Satisfaction and E-Customer Loyalty. International Journal of Bank Marketing, 3(34): 280-306.
Myers, C., Furqan, A., Nebolsky, J., Caro, K. ve Zhu, J. (2018). Patterns for How Users Overcome Obstacles in Voice User Interfaces, CHI Conference on Human Factors in Computing Systems (CHI ’18), 6:1–6:7
Odabaşı, Y. (2015). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM) (9. Basım). İstanbul: Aura Yayıncılık.
Ofori, K. S., Boakye, K. ve Narteh, B. (2018). Factors Influencing Consumer Loyalty To-Wards 3G Mobile Data Service Providers: Evidence from Ghana. Total QualityManagement & Business Excellence, 29(5–6): 580–598.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Customer. New York: McGraw Hill.
Oliver, R.L. (1999). Whence Customer Loyalty? Journal of Marketing, 63: 33-44.
Park, E., Kim, K. J. ve Kwon, S. J. (2017). Corporate Social Responsibility as A Determinant of Consumer Loyalty: An Examination of Ethical Standard, Satisfaction, And Trust. Journal of Business Research, 76: 8–13.
Petzer, D. J. ve van Tonder, E. (2019). Loyalty Intentions and Selected Relationship Quality Constructs: The Mediating Effect of Customer Engagement. International Journal of Quality and Reliability Management, 36(4): 601–619.
Ponte, E. B., Carvajal-Trujillo, E. ve Escobar-Rodríguez, T. (2015). Influence of Trust and Perceived Value On The Intention to Purchase Travel Online: Integrating The Effects of Assurance on Trust Antecedents. Tourism Management, 47: 286–302.
Pooya, A., Khorasani, M.A. ve Ghouzhd, S.G. (2020). Investigating the Effect of Perceived Quality of Self-Service Banking on Customer Satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2): 263-28.
Prayag, G., Hosany, S., Muskat, B., vd. (2017). Understanding the Relationships Between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1): 41-54.
Rahi, S., Ghani, M.A. ve Ngah, A.H. (2020). Factors Propelling the Adoption of Internet Banking: The Role of E-Customer Service, Website Design, Brand Image and Customer Satisfaction. Int. J. Business Information Systems, 10: 1-21.
Ranaweera, C. ve Prabhu, J. (2003). The Influence of Satisfaction, Trust and Switching Barriers On Customer Retention in A Continuous Purchasing Setting. International Journal of Service Industry Management, 14(4): 374-95.
Reichheld, F. ve Sasser Jr., W.E. (1990). Zero Defections: Quality Comes to Services. Harward Business Review, 68 (5): 105-111.
Roman, S., ve Cuestas, P. J. (2008). The Perceptions of Consumers Regarding Online Re-Tailers’ Ethics and Their Relationship with Consumers’general Internet Expertise and Word of Mouth: A Preliminary Analysis. Journal of Business Ethics, 83: 641–656.
Roy, S.K. ve Butaney, G.T. (2014). Customer's Relative Loyalty: An Empirical Examination. Journal of Strategic Marketing, 22(3): 206-221.
Safa, N. S. ve Solms, R. V. (2016). Customers Repurchase Intention Formation in E-Commerce. South African Journal of Information Management, 18(1): 1-9.
Samar, R., Norjaya, M.Y. ve Feras, M.A. (2017). Measuring The Role of Website Design, Assurance, Customer Service and Brand Image Towards Customer Loyalty and Intention to Adopt Internet Banking. The Journal of Internet Banking and Commerce, 22(8): 1–18.
Sanchez-Franco, M.J. (2009). The Moderating Effects of Involvement on the Relationships between Satisfaction, Trust and Commitment in e-Banking. Journal of Interactive Marketing, 23: 247–258.
Sang, C.K.K. ve Rono, L.J. (2015). Determinants of Self-Service Banking Technology in Kenya. Global Conference on Business and Finance Proceedings, 10(1): 99-111.
Saunders, M., Lewis, P. ve Thornhill, A. (2003). Research Methods for Business Students. London: Financial Times Prentice-Hall.
Schumacker, R.E. ve Lomax, R.G. (1996). A Beginner’s Guide to Structural Equation Modeling. New Jersey: Lawrence Erlbaum Associates.
Serra-Cantallops, A., Ramon-Cardona, J. ve Salvi, F. (2018). The Impact of Positive Emotional Experiences On E-WOM Generation and Loyalty. Spanish Journal of Marketing.
Silverman, G. (2011). Secrets of Word-of-Mouth Marketing: How To Trigger Exponential Sales Through Runaway Word of Mouth. Amacom books.
Singh, S. ve Srivastava, R.K. (2014). Factors Influencing The Adoption of Mobile Banking in India. International Journal of E-Services and Mobile Applications, 6(4): 1-15.
Sinha, S., Basak, S., Dey, Y. ve Mondal, A. (2018). An Educational Chatbot for Answering Queries. Emerging Technology in Modelling and Graphics, Ed. Mandal, J.K. & Bhattacharya, D. s. 55-60. Singapore: Springer.
Srinivasan, S.S., Anderson, R. ve Ponnavolu, K. (2002). Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences. Journal of Retailing, 78 (1): 41-50.
Tabachnich, B. G. ve Fidell, L. S. (2013). Using Multivariate Statistics. Boston: Pearson/Allyn ve Bacon.
TBBa (2019). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1137/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Mart_2019.pdf (18.12.2020)
TBBb (2020). Banka Bilgileri https://www.tbb.org.tr/modules/banka-bilgileri/banka_Listesi.asp?tarih=5/6/2020 (15.05.2020)
TBB (2020). İstatistiki Raporlar https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1295/Banka_Calisan_ve_Sube_Sayilari-Mart_2020.pdf (15.05.2020)
Tonder, E., Petzer, D.J., Vuuren, N. ve Beer, L.T. (2017). Perceived Value, Relationship Quality and Positive WOM Intention in Banking. International Journal of Bank Marketing, 36(7): 1347-1366.
Tran, G.A. ve Stratton, D. (2020). Comparing E-Mail and SNS Users: Investigating E-Service Scape, Customer Reviews, Trust, Loyalty and E-WOM. Journal of Retailing and Consumer Services, 53: 1-17. Tsang, N. K. F., Lai, M. T. ve Law, R. (2010). Measuring E-Service Quality for Online Travel Agencies. Journal of Travel & Tourism Marketing, 27(3): 306–323.
Vazifehdoost, H., Akbarpour, Z., Hamdi, K. ve Mohammadzadeh Rostami, J. (2014). The Examination of the Relationship Between Customer Satisfaction of Service Quality in Iranian Private Banking Industry (Analysis Based On Integrated SERVQUAL Model). Journal of Marketing Management, 9(25): 1-24.
Vollmer, C. ve Precourt, G. (2008). Always on: Advertising Marketing and Media in an Era of Consumer Control. New York: McGraw-Hill.
Wang, L., Law, R., Guillet, B. D., Hung, K. ve Fong, D. K. C. (2015). Impact of Hotel Website Quality On Online Booking Intentions: E-trust as A Mediator. International Journal of Hospitality Management, 47: 108–115.
Williams, D. (2006). On and Off The ‘Net: Scales for Social Capital in an Online Era”. Journal of Computer-Mediated Communication, 11(2): 593-628.
Wirtz, J. (1993). A Critical Review of Models in Consumer Satisfaction. Asian Journal of Marketing, 2(1): 7-22.
Xiao, S. ve Benbasat, I. (2002). The Impact of Internalization and Familiarity On Trust and Adoption of Recommendation Agents. Unpublished Working Paper, University of British Columbia, Vancouver, Canada.
Yap, B.W., Ramayah, T. ve Shahidan, W.N.W. (2012). Satisfaction and Trust on Customer Loyalty: A PLS Approach. Business Strategy Series Journal, 13(4): 154-167.
Yen, C. ve Chiang, M.C. (2020). Trust Me, If You Can: A Study on the Factors That Influence Consumers’ Purchase Intention Triggered by Chatbots Based on Brain Image Evidence and Self-Reported Assessments. Behaviour & Information Technology,1-18.
Yi, Y. (1990). The Effects of Contextual Priming in Print Avertisements. Journal of Consumer Research, 17 (2): 215-222.
Yapı Kredi Bankası (2020). Akıllı Asistan https://www.yapikredi.com.tr/sinirsiz-bankacilik/hatirlatma-ve-bilgi-servisleri/akilli-asistan (07.06.2020)
Yoo, C.W., Sanders, G.L. ve Moon, J. (2013). Exploring the Effect of E-WOM Participation on E-Loyalty in E-Commerce. Decision Support Systems, 55: 669-678.

Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Berrin Arzu Eren This is me
0000-0003-0839-5302
Türkiye

Publication Date

May 18, 2021

Submission Date

July 21, 2020

Acceptance Date

March 18, 2021

Published in Issue

Year 2021 Volume: 14 Number: 2

DOI

https://doi.org/10.15659/ppad.14.2.251

IZ

https://izlik.org/JA87XB29WF

Cite

RIS / Bibtex

APA

Eren, B. A. (2021). Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 14(2), 239-283. https://doi.org/10.15659/ppad.14.2.251

AMA

1.Eren BA. Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021;14(2):239-283. doi:10.15659/ppad.14.2.251

Chicago

Eren, Berrin Arzu. 2021. “Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini Ve Müşteri Sadakatine Etkisi Ve Ağızdan Ağıza İletişim”. Pazarlama Ve Pazarlama Araştırmaları Dergisi 14 (2): 239-83. https://doi.org/10.15659/ppad.14.2.251.

EndNote

Eren BA (May 1, 2021) Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim. Pazarlama ve Pazarlama Araştırmaları Dergisi 14 2 239–283.

IEEE

[1]B. A. Eren, “Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim”, Pazarlama ve Pazarlama Araştırmaları Dergisi, vol. 14, no. 2, pp. 239–283, May 2021, doi: 10.15659/ppad.14.2.251.

ISNAD

Eren, Berrin Arzu. “Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini Ve Müşteri Sadakatine Etkisi Ve Ağızdan Ağıza İletişim”. Pazarlama ve Pazarlama Araştırmaları Dergisi 14/2 (May 1, 2021): 239-283. https://doi.org/10.15659/ppad.14.2.251.

JAMA

1.Eren BA. Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021;14:239–283.

MLA

Eren, Berrin Arzu. “Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini Ve Müşteri Sadakatine Etkisi Ve Ağızdan Ağıza İletişim”. Pazarlama Ve Pazarlama Araştırmaları Dergisi, vol. 14, no. 2, May 2021, pp. 239-83, doi:10.15659/ppad.14.2.251.

Vancouver

1.Berrin Arzu Eren. Sanal Bankacılık Müşteri Asistanlarına İlişkin Hizmet Kalitesinin Müşteri Güveni, Müşteri Tatmini ve Müşteri Sadakatine Etkisi ve Ağızdan Ağıza İletişim. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021 May 1;14(2):239-83. doi:10.15659/ppad.14.2.251