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

Yıl 2021, Cilt: 14 Sayı: 2, 239 - 283, 18.05.2021

Berrin Arzu Eren

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

Öz

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.

Anahtar Kelimeler

Sanal müşteri asistanları, chatbotlar, hizmet kalitesi, müşteri güveni, müşteri tatmini, müşteri sadakati, ağızdan ağıza iletişim

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