MÜŞTERİLERİN INTERNET BANKACİLİĞİNİ KULLANMASINI ETKİLEYEN FAKTÖRLER: KAYSERİ İLİNDE BİR UYGULAMA

Öz

Araştırmada, müşterilerin, internet bankacılığını kullanmasını etkileyen faktörler incelenmiştir. Araştırma kapsamında, önce mevcut literatür özetlenmiş, sonrasında Kayseri’deki tüketicilerin, internet bankacılığını kullanmasını etkileyen faktörleri belirleme amacıyla bir anket uygulaması yapılmıştır. Araştırma sonuçlarına göre, internet bankacılığını tercih edenler, genellikle daha genç, yüksek eğitimli ve yüksek gelir seviyesine sahip insanlardan oluşmaktadır. Internet bankacılığının tercih edilmesi için bir çok neden vardır ve bu nedenlerin hemen hepsi, örnek kütle tarafından önemli olarak algılanmaktadır. Internet bankacılığının kullanımına engel olarak ise, sadece riskli olduğu şeklindeki algılama ve bilgi eksikliği konulan görülmektedir. Aynca internet bağlantısı olanlann ve interneti daha sık kullananların internet bankacılığını çok daha yüksek oranlarda tercih etmeleri, internet kullanımının yaygınlaşmasıyla internet bankacılığının kullanımının da giderek artacağı şeklinde değerlendirilebilir

Anahtar Kelimeler

• İnternet bankacılığı, e-ticaret

FACTORS EFFECTING THE USAGE OF INTERNET BANKING BY THE CUSTOMERS: AN APPLICATION IN KAYSER

Öz

In this paper, factors effecting the usage of internet banking by the customers are investigated. In the scope of the paper, first the present literature is summarized and then the factors effecting the usage of internet banking by the people live in Kayseri are investigated by a questionnaire. According to the findings, customers who use the internet banking are younger, well educated, and have higher income. There are many reasons to use the internet banking, and all of the six reasons of preferance of internet banking are percieved as very important by the customers. Only two disadvantages of internet banking are seen as important: perception as risky and lack of knowledge. In addition, it can be evaluted that, the usage of internet banking will rise as the internet usage become widespread, because the customers who have internet connection and who use the internet frequently, use the internet banking with higher percent.

Anahtar Kelimeler

• Internet banking, e-commerce

Kaynakça

1. Altan Mikail ve Fehmi Karasio lu (2004) nternet Bankac l n n Toplum Katmanlar nca Kullan m Üzerine Bir Ara t rma , 3.Ulusal Bilgi, Ekonomi ve Yönetim Kongresi, Eski ehir, 601-611.
2. Burgmann Inga, Philip J.Kitchen ve Russel Williams (2006) Does Culture Matter on the Web? , Marketing Intelligence & Planning, 24(1), 62-76. Chen Yu-Hui ve Stuart Barnes (2007) Initial Trust and Online Buyer Behaviour , Industrial Management & Data Systems, 107(1), 21-36.
3. Choi Jayoung ve Jihye Park (2006) Multichannel Retailing in Korea: Effects of Shopping Orientations and Information Seeking Patterns on Channel Choice Behavior , International Journal of Retail & Distribution Management, 34(8), 577-596.
4. Constantinides Efthymios (2004) Influencing the Online Consumer s Behavior: The Web Experience , Internet Research, 14(2), 111-126.
5. Durkin Mark (2007) On the Role of Bank Staff in Online Customer Purchase , Marketing Intelligence & Planning, 25(1), 82-97.
6. Eriksson Kent, Katri Kerem ve Daniel Nilsson (2005) Customer Acceptance of Internet Banking in Estonia , International Journal of Bank Marketing, 23(2), 200-216.
7. Gerrard Philip, J. Barton Cunningham ve James F.Devlin (2006) Why Consumers are not Using Internet Banking: A Qualitative Study , Journal of Services Marketing, 20(3), 160-168.
8. Goetzinger Lynn, Jung Kun Park ve Richard Widdows (2006) E-customers Third Party Complaining and Complimenting Behavior , International Journal of Service Industry Management, 17(2), 193-206.

9. Guriting Petrus ve Nelson Oly Ndubisi (2006) Borneo Online Banking:Evaluating Customer Perceptions and Behavioural Intention , Management Research News, 29(1/2), 6-15.
10. Gülmez Mustafa ve Olgun Kitapç (2006) nternet Bankac l ve Mü teri Davran lar : Cumhuriyet Üniversitesi Akademik ve dari Personeline Yönelik Bir Uygulama , C.Ü. ktisadi ve dari Bilimler Dergisi, 7(2), 83-100.
11. Hernandez Jose´ Mauro C. ve Jose´ Afonso Mazzon (2007) Adoption of Internet Banking: Proposition and Implementation of an Integrated Methodology Approach , International Journal of Bank Marketing, 25(2), 72-88.
12. Hughes Tim (2006) New Channels / Old Channels: Customer Management and Multi-channels , European Journal of Marketing, 40(1/2), 113-129. K rcova brahim (2002) nternette Pazarlama. stanbul: Beta Yay nc l k.
13. Lee Gwo-Guang ve Hsiu-Fen Lin (2005) Customer Perceptions of E-service Quality in Online Shopping , International Journal of Retail & Distribution Management, 33(2), 161-176.
14. Louvieris Panos ve John Driver (2001) New Frontiers in Cybersegmentation: Marketing Success in Cyberspace Depends on IP Address , Qualitative Market Research: An International Journal, 4(3), 169-181.
15. Mattila Minna (2003) Internet Banking Adoption Among Mature Customers: Early Majority or Laggards? , Journal of Services Marketing, 17(5), 514528.
16. Ndubisi Nelson Oly ve Queenie Sinti (2006) Consumer Attitudes, System s Characteristics and Internet Banking Adoption in Malaysia , Management Research News, 29(1/2), 16-27.
17. Rugimbana Robert (2007) Youth Based Segmentation in the Malaysian Retail Banking Sector: The Relationship Between Values and Personal E-banking Service Preferences , International Journal of Bank Marketing, 25(1), 621.
18. Samaniego M. Jose´ Garrido, Ana M. Gutie´rrez Arranz ve Rebeca San Jose´ Cabezudo (2006) Determinants of Internet Use in the Purchasing Process , Journal of Business & Industrial Marketing, 21(3), 164-174.
19. Santonen Teemu (2007) Price Sensitivity as an Indicator of Customer Defection in Retail Banking , International Journal of Bank Marketing, 25(1), 39-55.
20. Tüik web sitesi, http://www.tuik.gov.tr/BolgeselIstatistik/menuAction.do, Eri im tarihi:30.01.2008.
21. Usta Resul (2005) Tüketicilerin nternet Bankac l n Kullanmama Nedenleri Üzerine Bir Ara t rma , Dogus Üniversitesi Dergisi, 6(2), 279-290.
22. Vrechopoulos Adam P., George J. Siomkos ve Georgios I. Doukidis (2001) Internet Shopping Adoption by Grek Consumers , European Journal of Innovation Management, 4(3), 142-152.
23. Yu Jun (2006) Marketing to Chinese Consumers on the Internet , Marketing Intelligence & Planning, 24(4), 380-392.