AN EXAMINATION OF THE FACTORS SHAPING CONSUMERS' BANKING SERVICE PREFERENCES IN DIGITALIZATION PROCESS

Öz

With a focus on banking services specifically, this study attempts to investigate the variables influencing consumers' choices for services during the digitalization process. A review of the literature was done for this purpose, and the data gathered was arranged and given as a summary of the literature. Within the scope of the research, firstly, the factors shaping consumers' digital banking service preference were discussed in a general framework, subsequently the subject was detailed around the determined headings. In this context, the subject is discussed in terms of search, experience and credence properties of service products, perceived risk, privacy, and security concern (and privacy paradox) and consumer characteristics, suggestions for future research are presented in the conclusion section. With the goal of addressing the consumer's service choice in the digitalization process with a holistic approach and current concepts, particularly for financial services, it is assessed that the study will provide a distinctive contribution. The study is the product of a comprehensive literature review; therefore care was taken to ensure that the elements identified were comprehensive, both in terms of digital services in general and in banking services in particular. However, it is possible to talk about different factors that are likely to shape consumer behavior in the digitalization process and are beyond the scope of this study. In addition, the rapid change and transformation environment caused by digitalization brings with it the need to constantly address the issue with new research.

Anahtar Kelimeler

• digitalization
• banking services
• consumer behavior
• services marketing

DİJİTALLEŞME SÜRECİNDE TÜKETİCİLERİN BANKACILIK HİZMET TERCİHİNİ ŞEKİLLENDİREN UNSURLARA YÖNELİK BİR İNCELEME

Öz

Bu çalışmanın amacı dijitalleşme sürecinde tüketicilerin hizmet tercihlerini şekillendiren unsurları bankacılık hizmetleri özelinde ele almaktır. Bu amaçla bir literatür taraması gerçekleştirilmiş ve elde edilen bilgiler düzenlenerek literatür derlemesi şeklinde sunulmuştur. Araştırma kapsamında öncelikle tüketicilerin dijital bankacılık hizmeti tercihini şekillendiren unsurlar genel bir çerçeveyle ele alınmış, ardından konu belirlenen başlıklar ekseninde detaylandırılmıştır. Bu kapsamda, konu hizmet ürünlerinin arama, deneyim ve güvenirlik özellikleri, algılanan risk, gizlilik ve güvenlik endişesi (ve gizlilik paradoksu) ve tüketici özellikleri açısından ele alınmış ve sonuç bölümünde gelecek araştırmalar yönelik öneriler sunulmuştur. Çalışmanın dijitalleşme sürecinde tüketicinin hizmet tercihini, bankacılık hizmetleri özelinde bütünsel bir bakış açısıyla ve güncel kavramlarla ele alma hedefinin özgün katkısını da oluşturacağı değerlendirilmiştir. Çalışma kapsamlı bir literatür taramasının ürünüdür, dolayısıyla hem genel olarak dijital hizmetler açısından hem de bankacılık hizmetleri özelinde belirlenen unsurların kapsayıcı olmasına özen gösterilmiştir. Yine de dijitalleşme sürecinde tüketici davranışını şekillendirmesi muhtemel ve bu çalışmanın kapsamı dışında kalan farklı unsurlardan da bahsetmek mümkündür. Buna ek olarak dijitalleşmenin sebep olduğu hızlı değişim ve dönüşüm ortamı da konunun sürekli olarak yeni araştırmalarla ele alınması gerekliliğini beraberinde getirmektedir.

Anahtar Kelimeler

• dijitalleşme
• bankacılık hizmetleri
• tüketici davranışı
• hizmet pazarlaması

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