İNTERNET BANKACILIĞI HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİ ÜZERİNE ETKİSİNDE BULUT HİZMETLERİNİN, SİSTEM GÜVENLİĞİNİN VE E-ÖĞRENMENİN ARACILIK ROLÜ

Öz

Günümüzde teknolojinin gelişmesine bağlı olarak internet uygulamalarının yaygınlaşmasının hizmet sektörü üzerinde önemli bir etkisi olmuştur. Bankaların internet uygulamalarıyla yüksek kalitede hizmet sunma çabası ve yeni ortamın benzersiz özelliklerinden dolayı hem banka çalışanları hem de tüketiciler yeni zorluklarla karşı karşıya kalmaktadır. Hizmet kalitesi, güvenliği ve ergonomisi açılarından geliştirilen her uygulamanın müşteri ve banka arasındaki iletişimin tüm süreçlerini desteklemesi gerekmektedir. Bu doğrultuda araştırmanın amacı, internet bankacılığının hizmet kalitesinin müşteri memnuniyeti üzerine etkisini belirlemek ve bulut hizmetlerinin, sistem güvenliğinin, e-öğrenmenin aracılık rolünün olup olmadığını tespit etmektir. Araştırma nicel olarak tasarlanmış ve anket tekniği kullanılmıştır. Anket formu çevrimiçi olarak hazırlanmış ve uygulanmadan önce “Etik Kurul İzni” alınmıştır. Elde edilen 569 anket formundan oluşturulan veri seti ile katılımcıların demografik özellikleri, banka kullanımlarına yönelik vermiş oldukları yanıtlar, oluşturulan hipotezleri test etmek amacıyla regresyon analizi, Bootstrap yöntemi ve VAF (Hesaplanan Varyans Oranı) değerleri hesaplanmıştır. Sonuç olarak internet bankacılığı hizmet kalitesinin müşteri memnuniyeti üzerine etkisinde e-öğrenmenin aracılık etkisi olduğu tespit edilirken, bulut hizmetlerinin ve sistem güvenliğinin aracılık etkisinin olmadığı tespit edilmiştir. Elde edilen bulgular literatürdeki çalışmaların sonuçlarıyla karşılaştırılarak öneriler oluşturulmuştur.

Anahtar Kelimeler

• Dijital Bankacılık
• Hizmet Kalitesi
• Müşteri Memnuniyeti
• Bulut Hizmetleri
• Sistem Güvenliği
• E-Öğrenme

THE MEDIATING ROLE OF CLOUD SERVICES, SYSTEM SECURITY AND E-LEARNING IN THE EFFECT OF INTERNET BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION

Öz

Today, the widespread use of internet applications due to the development of technology has had a significant impact on the service sector. Due to the banks' efforts to provide high quality service through internet applications and the unique features of the new environment, both bank employees and consumers are faced with new challenges. Every application developed in terms of service quality, security and ergonomics should support all communication processes between the customer and the bank. In this context, the aim of the research is to determine the effect of internet banking's service quality on customer satisfaction and to determine whether cloud services, system security and e-learning have a mediating role. The research was designed quantitatively and a survey technique was used. The survey form was prepared online and “Ethics Committee Permission” was obtained before it was implemented. With the data set created from the 569 survey forms obtained, demographic characteristics of the participants, their responses regarding bank usage, regression analysis, Bootstrap method and VAF (Variance Accounted For) values were calculated in order to test the hypotheses created. As a result, it was determined that e-learning had a mediating effect on the effect of internet banking service quality on customer satisfaction, while cloud services and system security did not have a mediating effect. The findings were compared with the results of the studies in the literature and suggestions were created.

Anahtar Kelimeler

• Digital Banking
• Service Quality
• Customer Satisfaction
• Cloud Services
• System Security
• E-Learning

Kaynakça

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