Segmentation of customers based on behavioral intention to use multi-channel banking and experience

Abstract

This study aims to segment customers in an emerging economy based on behavioral intention to use multi-channel banking and experience. The study also profiles the customer segments in terms of perceived ease of use, perceived usefulness, perceived risk, and innovativeness by using the Extented Technology Acceptance Model. An online survey was distributed by using convenience sampling in Turkey, and a total of 164 financial customers participated in the survey. A two-step cluster analysis was conducted to segment customers on behavioral intention to use multi-channel banking and experience scores. The profiles of the clusters were then examined according to perceived ease of use, perceived usefulness, perceived risk, and innovativeness. As a result of clustering analysis, financial customers were divided into three segments including “enthusiastic experts”, which had the share of nearly half of the sample, “reluctant experts” and “reluctant amateurs”. A non-parametric one-way ANOVA on ranks revealed differences among the segments related to perceived ease of use, perceived usefulness, perceived risk, and innovativeness. The findings of this study can respond to international investors who would be interested in the banking industry in a developing country. This study also offers essential insights to understand distinct consumer segments according to behavioral intention to use multi-channel banking and experience.

Keywords

• Multi-channel banking,intention,experience,technology acceptance model,cluster analysis,emerging economy

Çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre müşterilerin kümelenmesi

Öz

Bu çalışma, gelişmekte olan bir ekonomideki müşterileri çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre kümelere ayırmayı amaçlamaktadır. Çalışma aynı zamanda, Genişletilmiş Teknoloji Kabul Modeli kullanarak müşteri kümelerinin, algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçilik açısından da profilini çizmektedir. Türkiye’de kolayda örnekleme yöntemi kullanılarak çevrimiçi bir anket dağıtılmış ve toplamda 164 finansal müşteri ankete katılmıştır. Müşterileri çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyim skorlarına göre kümelere ayırmak için iki aşamalı kümeleme analizi yapılmıştır. Kümelerin profilleri daha sonra algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçiliğe göre incelenmiştir. Kümeleme analizi sonucunda finansal müşteriler,“isteksiz uzmanlar”, “isteksiz amatörler” ve örneklemin yaklaşık yarısını oluşturan “hevesli uzmanlar” olmak üzere üç bölüme ayrılmıştır. Parametrik olmayan tek yönlü ANOVA ile algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçiliğe bağlı olarak kümeler arasındaki farklılıklar ortaya çıkarılmıştır. Bu çalışmanın bulguları, gelişmekte olan bir ülkede bankacılık endüstrisine ilgi duyacak uluslararası yatırımcılara fikir verebilir. Bu çalışma aynı zamanda çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre farklı tüketici segmentlerini anlamak için önemli öngörüler sunmaktadır.

Anahtar Kelimeler

• Çok kanallı bankacılık,niyet,deneyim,teknoloji kabul modeli,kümeleme analizi,gelişmekte olan ekonomi

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