TY  - JOUR
T1  - MOBİL BANKACILIKTA MÜŞTERİ DENEYİMİ ÖNCÜLLERİ VE MÜŞTERİ DENEYİMİ İLE SADAKAT NİYETİNE ETKİSİ
TT  - THE ANTECEDENTS OF CUSTOMER EXPERIENCE IN MOBILE BANKING AND THEIR EFFECT ON CUSTOMER EXPERIENCE AND LOYALTY INTENTION
AU  - Subaşı, Özge
AU  - Arslan, F. Müge
PY  - 2023
DA  - June
Y2  - 2023
DO  - 10.54452/jrb.1201891
JF  - Journal of Research in Business
JO  - JRB
PB  - Marmara Üniversitesi
WT  - DergiPark
SN  - 2630-6255
SP  - 279
EP  - 316
VL  - 8
IS  - 1
LA  - tr
AB  - 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.
KW  - Müşteri deneyimi
KW  - mobil bankacılık
KW  - sadakat niyeti
KW  - müşteri deneyimi öncülleri
KW  - kontrol değişkenleri
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