Araştırma Makalesi
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Demographic characteristics and perceived value differences in mobile banking: An empirical study in Turkey

Yıl 2020, Sayı: 48, 237 - 263, 30.06.2020

Öz

This study aims to determine whether demographic
variables such as age, gender, income and education affect the experiential
value perceptions of mobile banking users. The data collected in Turkey in
August 2018 from 390 mobile banking users were analyzed by the SPSS statistical
analysis program and tested through t-test and variance (ANOVA) analysis
methods. The results indicated that
there are no significant differences in value perceptions among mobile banking
users in terms of gender and age variables. However, mobile banking users
differ significantly concerning their personal and sensory value perceptions
with a view to their income and education levels. This study revealed that
there is a statistically significant relationship between the income and education
levels of mobile banking users and their personal and sensory value
perceptions. To increase the personal and sensory value perception of low
income and low educated mobile banking customers, the banks should develop
user-friendly, customizable and appealing mobile banking applications. This research is one of the rare
studies exploring the relationship between the perception of value and
demographic variables (gender, age, income, education level) within the context
of mobile banking. If how consumers’ perceptions of value differ in terms of
demographic variables is determined, it might be possible to design a
successful market segmentation for customers, mobile marketing mix and strategy
that improve satisfaction and loyalty in mobile banking.

Proje Numarası

Bu araştırma makalesinde, Dr. Mustafa DEMİRHAN'ın "Deneyimsel Pazarlama Perspektifinden Mobil Bankacılıkta Algılanan Değer ve Davranışsal Sonuçları: Nevşehir İli Örneği" adlı doktora tezinin verilerinden yararlanılmıştır.

Kaynakça

  • Abayomi, O.J., Olabode, A.C., Reyad, M.A.H., Tetteh Teye, E., & Haq, M.N., Mensah, E.T. (2019). Effects of demographic factors on customers’ mobile banking services adoption in Nigeria, International Journal of Business and Social Science, 10 (1), 63-77.
  • Agapito, D., Pinto, P., & Mendes, J. (2017). Tourists’ memories, sensory impressions and loyalty: in loco and post-visit study in Southwest Portugal, Tourism Management, (58), 108-118.
  • Alkhaldi, A.N. & Kharma, Q.M. (2019). Customer's intention to adopt mobile banking services: the moderating influence of demographic factors, International Journal of Innovation and Technology Management, 16 (5), 1-26.
  • Arnold, M.J. & Reynolds, K.E. (2003). Hedonic shopping motivations, Journal of Retailing, (79), 77-9.
  • Barjaktarovic, L., Njegus, A., & Durovic, S. (2016). Current issues and comparative analysis of mobile banking in Serbia, Proceedings of the International Scientific Conference, Singidunum University, Sinteza, Belgrade, Serbia, 453-459.
  • Berry, L.L., Carbone, L.P. & Haeckel, S.H. (2002). Managing the total customer experience, MIT Sloan Management Review, 43 (3). 85–89.
  • Chen, C.F. & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists, Tourism Management, (31), 29-35.
  • Çoban, S. & Demirhan, M. (2019a). The moderating role of trust in the effect of perceived experiential value on satisfaction and loyalty in mobile banking, Journal of Social Sciences of Nevsehir Haci Bektas Veli University, 9 (1), 135-155.
  • Çoban, S. & Demirhan, M. (2019b). The perceived experiential value and behavioral effects on mobile banking: the case of Nevsehir, BMIJ, 7(1), 78-101.
  • Datta, V. & Vasantha, S. (2016). Role of demographic variable on customer perception of experiential value, Indian Journal of Science and Technology, 9 (36), 1-7.
  • Demirhan, M. (2019). Perceived value in mobile banking from the experiential marketing perspective and its’ behavioral consequences: the case of Nevsehir, Doctoral Thesis, Institute of Social Sciences, Nevsehir Haci Bektas Veli University, Nevsehir.
  • Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores, International Journal of Retail & Distribution Management, 44 (9), 940-955.
  • Doyle, P. (2003). Value-based marketing, Translated by Gülfidan Barış. Istanbul: Kapital Media Services.
  • Flavian, C., Guinaliu, M. & Torres, E. (2006). How bricks‐and‐mortar attributes affect online banking adoption, International Journal of Bank Marketing, 24 (6), 406-423.
  • George, S. (2016). Mobile banking in the present scenario, International Journal of Research In Commerce And Management, 7 (2), 61-64.
  • Gilmore, J.H. & Pine, B.J. (2002). Customer experience places: the new offering frontier, Strategy & Leadership, 30 (4), 4-11.
  • Gupta, M. & Panchal, N. (2019). An analysis of perception of customers towards mobile banking services, Research Guru: Online Journal of Multidisciplinary Subjects, 13 (1), 434-441.
  • Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun, Journal of Consumer Research. (9), 132–140.
  • Jalal, A.M., Jassim, N. & Hassan, A. (2011). Evaluating the impacts of online banking factors on motivating the process of e-banking, Journal of Management and Sustainability, 1 (1), 32-42.
  • Jun, M. & Palacios, S. (2016). Examining the key dimensions of mobile banking service quality: an exploratory study, International Journal of Bank Marketing, 34 (3), 307-326.
  • Kotler, P. (2001). Marketing management, New Delhi: Prentice Hall of India.
  • Laforet, S. & Li, X. (2011). Consumers’ attitudes towards online and mobile banking in china, Journal of Bank Marketing, 23 (5), 362-380.
  • Laukkanen, T. & Lauronen, J. (2005). Consumer value creation in mobile banking services, International Journal of Mobile Communications, 3 (4) 325-338.
  • Lusch, R.F. & Vargo, S.L. (2006). Service-dominant logic: reactions, reflections and refinements, Marketing theory, 6 (3), 281-288.
  • Malik, S. (2012). Customer satisfaction, perceived service quality and mediating role of perceived value, International Journal of Marketing Studies, 4 (1), 68-76.
  • Mathwick, C., Malhotra N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment, Journal of Retailing, 77 (1), 39–56.
  • Medberg, G. & Heinonen, K. (2014). Invisible value formation: a netnography in retail banking, International Journal of Bank Marketing 32 (6), 590-607.
  • Mkpojiogu, E.O.C., Hashim, N.L. & Adamu, R. (2016). Observed demographic differentials in user perceived satisfaction on the usability of mobile banking applications, Knowledge Management International Conference (Kmice), August 2016, Chiang Mai, Thailand, 263-268.
  • Nakip, M. (2013). Marketing researches, Seckin Publications: Ankara.
  • Nasuminnisa, A., Dawood D, A.K. & Sowmya, K.R. (2014). Influence of demographic factors on e-banking service quality in banking sector, Indian Journal of Applied Sciences, 4 (3), 235-237.
  • Ntseme, O.J., Namatsagang, A. & Chukwuere, J.E. (2016). Risks and benefits from using mobile banking in an emerging country. Risk Governance and Control: Financial Markets & Institutions, 6 (4), 355-363.
  • Parasuraman, A., Zeithaml, V. & Malhotra, A. (2005). A multiple-item scale for assessing electronic service quality, Journal of Research, 7 (10), 1-21. Park, J.H. (2014). The effects of personalization on user continuance in social networking sites, Information Processing & Management, 50 (3), 462-475.
  • Pine, J. & Gilmore, J. (1998). Welcome to the experience economy, Harward Business Review, No. July-August, 97-105.
  • Prahalad, C. K. & Ramaswamy, V. (2004). Co‐creation experiences: The next practice in value creation, Journal of interactive marketing, 18 (3), 5-14.
  • Schmitt, B. (1999), Experiential marketing, Journal of Marketing Management, 15 (1–3), 53–67.
  • Schmitt, B. (2010). Experience marketing: concepts, frameworks and consumer insights, Foundations and Trends In Marketing, 5 (2), 55-112.
  • Shankar, V., Venkatesh, A., Hofacker, C. & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues, Journal of Interactive Marketing, 24 (2), 111-120.
  • Sharma, H. (2011). Bankers’ perspectives on e-banking, National Journal of Research In Management, 1 (1), 1-15.
  • Sheth, J., Newman, B. & Gross, B. (1991). What we buy and why we buy: a theory of consumption values, Journal of Business Research, 22 (2), 159-170.
  • Sindwani, R. (2017). The effect of demographic characteristics on mb-loyalty: a study of mobile banking customers, International Journal of Applied Marketing & Management, 2 (1), 9-17.
  • Thakur, R. (2014). What keeps mobile banking customers loyal?, International Journal of Bank Marketing, 32 (7), 628-646.
  • Tong, C., Wong, S.K.S. & Lui, K.P.H. (2012). The influences of service personalization, customer satisfaction and switching costs on e-loyalty, International Journal of Economics and Finance, 4 (3), 105-114.
  • Varshneya, G. & Das, G. (2017). Experiential value: multi-item scale development and validation, Journal of Retailing and Consumer Services, 34 (March 2016), 48-57.
  • Verissimo, J.M.C. (2016). Enablers and restrictors of mobile banking app use: a fuzzy set qualitative comparative analysis (fsQCA), Journal of Business Research, 69 (11), 5456-5460.
  • Wu, M.Y. & Tseng, L.H. (2015). Customer satisfaction and loyalty in an online shop: an experiential marketing perspective, International Journal of Business and Management, 10 (1), 104–114.
  • Xiong, S. (2013). Adoption of mobile banking model based on perceived value and trust, 6th International Conference on Information Management, Innovation Management and Industrial Engineering, Xi'an, China, 23-24 Nov. 2013, 632-635.
  • Yıldırım K., Kubulay, C. & Hidayetoğlu, L.M., (2015). The effect of age, gender and education level on customer evaluations of retail furniture store atmospheric attributes, International Journal of Retail & Distribution Management, 43 (8), 712-726.
  • Zarifopoulos, M. & Economides, A.A. (2009). Evaluating mobile banking portals, International Journal of Mobile Communications, 7 (1), 66-90.
  • Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, 52 (3), 2-22.
  • Zeithaml, V., Parasuraman. A. & Malhotra, A. (2000). E-service quality: definition, dimensions and conceptual model, working paper, Cambridge University, Marketing Science Institute.
  • Graside, J. (2017). The impact of our digital channels, available at: https://bankingly.com/impact/ (accessed 26 January 2020).
  • Juniper Research (2018). Retail banking: digital transformation and disruptor opportunities 2018-2022 available at: https://www.businesswire.com/news/home/20180227005693/en/ (accessed 14 February 2020).
  • Turkish Banking Association, (2020). The number of banking personnel and branches, digital, internet and mobile banking statistics, available at: https://www.tbb.org.tr/tr/bankacilik/banka-ve-sektor-bilgileri/istatistiki-raporlar/59 (accessed 26 January 2020)..

Mobil Bankacılıkta Algılanan Değerler ve Demografik Farklılıklar: Türkiye'den Ampirik Bir Çalışma

Yıl 2020, Sayı: 48, 237 - 263, 30.06.2020

Öz

Bu çalışma yaş, cinsiyet, gelir ve eğitim gibi demografik değişkenlerin mobil bankacılık kullanıcılarının deneyimsel değer algılarını etkileyip etkilemediğini belirlemeyi amaçlamaktadır. Ağustos 2018’de Türkiye’de 390 mobil bankacılık kullanıcısından toplanan veriler, SPSS istatistiksel analiz programı kullanılarak t-testi ve varyans (ANOVA) analiz yöntemleri ile test edilmiştir. Sonuçlar, mobil bankacılık kullanıcıları arasında cinsiyet ve yaş değişkenleri açısından değer algılarında anlamlı bir farklılık olmadığını göstermektedir. Ancak, mobil bankacılık kullanıcıları gelir ve eğitim düzeyleri bakımından kişisel ve duyusal değer algıları yönüyle önemli ölçüde farklılık göstermektedir. Bu çalışma, mobil bankacılık kullanıcılarının gelir ve eğitim düzeyleri ile kişisel ve duyusal değer algıları arasında istatistiksel olarak anlamlı bir ilişki olduğunu ortaya koymaktadır. Bankalar düşük gelirli ve düşük eğitimli mobil bankacılık müşterilerinin kişisel ve duyusal değer algısını artırmak için kullanıcı dostu, özelleştirilebilir ve duyusal yönden cazip mobil bankacılık uygulamaları geliştirmelidir. Bu araştırma, mobil bankacılık bağlamında değer algısı ile demografik değişkenler (cinsiyet, yaş, gelir, eğitim düzeyi) arasındaki ilişkiyi araştıran nadir çalışmalardan biridir. Tüketicilerin değer algılarının demografik değişkenler açısından farklılıkları belirlenebilirse başarılı bir pazar bölümlemesi ile mobil bankacılıkta memnuniyet ve sadakati artıran pazarlama karması ve stratejilerini tasarlamak mümkün olabilir.

Proje Numarası

Bu araştırma makalesinde, Dr. Mustafa DEMİRHAN'ın "Deneyimsel Pazarlama Perspektifinden Mobil Bankacılıkta Algılanan Değer ve Davranışsal Sonuçları: Nevşehir İli Örneği" adlı doktora tezinin verilerinden yararlanılmıştır.

Kaynakça

  • Abayomi, O.J., Olabode, A.C., Reyad, M.A.H., Tetteh Teye, E., & Haq, M.N., Mensah, E.T. (2019). Effects of demographic factors on customers’ mobile banking services adoption in Nigeria, International Journal of Business and Social Science, 10 (1), 63-77.
  • Agapito, D., Pinto, P., & Mendes, J. (2017). Tourists’ memories, sensory impressions and loyalty: in loco and post-visit study in Southwest Portugal, Tourism Management, (58), 108-118.
  • Alkhaldi, A.N. & Kharma, Q.M. (2019). Customer's intention to adopt mobile banking services: the moderating influence of demographic factors, International Journal of Innovation and Technology Management, 16 (5), 1-26.
  • Arnold, M.J. & Reynolds, K.E. (2003). Hedonic shopping motivations, Journal of Retailing, (79), 77-9.
  • Barjaktarovic, L., Njegus, A., & Durovic, S. (2016). Current issues and comparative analysis of mobile banking in Serbia, Proceedings of the International Scientific Conference, Singidunum University, Sinteza, Belgrade, Serbia, 453-459.
  • Berry, L.L., Carbone, L.P. & Haeckel, S.H. (2002). Managing the total customer experience, MIT Sloan Management Review, 43 (3). 85–89.
  • Chen, C.F. & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists, Tourism Management, (31), 29-35.
  • Çoban, S. & Demirhan, M. (2019a). The moderating role of trust in the effect of perceived experiential value on satisfaction and loyalty in mobile banking, Journal of Social Sciences of Nevsehir Haci Bektas Veli University, 9 (1), 135-155.
  • Çoban, S. & Demirhan, M. (2019b). The perceived experiential value and behavioral effects on mobile banking: the case of Nevsehir, BMIJ, 7(1), 78-101.
  • Datta, V. & Vasantha, S. (2016). Role of demographic variable on customer perception of experiential value, Indian Journal of Science and Technology, 9 (36), 1-7.
  • Demirhan, M. (2019). Perceived value in mobile banking from the experiential marketing perspective and its’ behavioral consequences: the case of Nevsehir, Doctoral Thesis, Institute of Social Sciences, Nevsehir Haci Bektas Veli University, Nevsehir.
  • Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores, International Journal of Retail & Distribution Management, 44 (9), 940-955.
  • Doyle, P. (2003). Value-based marketing, Translated by Gülfidan Barış. Istanbul: Kapital Media Services.
  • Flavian, C., Guinaliu, M. & Torres, E. (2006). How bricks‐and‐mortar attributes affect online banking adoption, International Journal of Bank Marketing, 24 (6), 406-423.
  • George, S. (2016). Mobile banking in the present scenario, International Journal of Research In Commerce And Management, 7 (2), 61-64.
  • Gilmore, J.H. & Pine, B.J. (2002). Customer experience places: the new offering frontier, Strategy & Leadership, 30 (4), 4-11.
  • Gupta, M. & Panchal, N. (2019). An analysis of perception of customers towards mobile banking services, Research Guru: Online Journal of Multidisciplinary Subjects, 13 (1), 434-441.
  • Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun, Journal of Consumer Research. (9), 132–140.
  • Jalal, A.M., Jassim, N. & Hassan, A. (2011). Evaluating the impacts of online banking factors on motivating the process of e-banking, Journal of Management and Sustainability, 1 (1), 32-42.
  • Jun, M. & Palacios, S. (2016). Examining the key dimensions of mobile banking service quality: an exploratory study, International Journal of Bank Marketing, 34 (3), 307-326.
  • Kotler, P. (2001). Marketing management, New Delhi: Prentice Hall of India.
  • Laforet, S. & Li, X. (2011). Consumers’ attitudes towards online and mobile banking in china, Journal of Bank Marketing, 23 (5), 362-380.
  • Laukkanen, T. & Lauronen, J. (2005). Consumer value creation in mobile banking services, International Journal of Mobile Communications, 3 (4) 325-338.
  • Lusch, R.F. & Vargo, S.L. (2006). Service-dominant logic: reactions, reflections and refinements, Marketing theory, 6 (3), 281-288.
  • Malik, S. (2012). Customer satisfaction, perceived service quality and mediating role of perceived value, International Journal of Marketing Studies, 4 (1), 68-76.
  • Mathwick, C., Malhotra N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment, Journal of Retailing, 77 (1), 39–56.
  • Medberg, G. & Heinonen, K. (2014). Invisible value formation: a netnography in retail banking, International Journal of Bank Marketing 32 (6), 590-607.
  • Mkpojiogu, E.O.C., Hashim, N.L. & Adamu, R. (2016). Observed demographic differentials in user perceived satisfaction on the usability of mobile banking applications, Knowledge Management International Conference (Kmice), August 2016, Chiang Mai, Thailand, 263-268.
  • Nakip, M. (2013). Marketing researches, Seckin Publications: Ankara.
  • Nasuminnisa, A., Dawood D, A.K. & Sowmya, K.R. (2014). Influence of demographic factors on e-banking service quality in banking sector, Indian Journal of Applied Sciences, 4 (3), 235-237.
  • Ntseme, O.J., Namatsagang, A. & Chukwuere, J.E. (2016). Risks and benefits from using mobile banking in an emerging country. Risk Governance and Control: Financial Markets & Institutions, 6 (4), 355-363.
  • Parasuraman, A., Zeithaml, V. & Malhotra, A. (2005). A multiple-item scale for assessing electronic service quality, Journal of Research, 7 (10), 1-21. Park, J.H. (2014). The effects of personalization on user continuance in social networking sites, Information Processing & Management, 50 (3), 462-475.
  • Pine, J. & Gilmore, J. (1998). Welcome to the experience economy, Harward Business Review, No. July-August, 97-105.
  • Prahalad, C. K. & Ramaswamy, V. (2004). Co‐creation experiences: The next practice in value creation, Journal of interactive marketing, 18 (3), 5-14.
  • Schmitt, B. (1999), Experiential marketing, Journal of Marketing Management, 15 (1–3), 53–67.
  • Schmitt, B. (2010). Experience marketing: concepts, frameworks and consumer insights, Foundations and Trends In Marketing, 5 (2), 55-112.
  • Shankar, V., Venkatesh, A., Hofacker, C. & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues, Journal of Interactive Marketing, 24 (2), 111-120.
  • Sharma, H. (2011). Bankers’ perspectives on e-banking, National Journal of Research In Management, 1 (1), 1-15.
  • Sheth, J., Newman, B. & Gross, B. (1991). What we buy and why we buy: a theory of consumption values, Journal of Business Research, 22 (2), 159-170.
  • Sindwani, R. (2017). The effect of demographic characteristics on mb-loyalty: a study of mobile banking customers, International Journal of Applied Marketing & Management, 2 (1), 9-17.
  • Thakur, R. (2014). What keeps mobile banking customers loyal?, International Journal of Bank Marketing, 32 (7), 628-646.
  • Tong, C., Wong, S.K.S. & Lui, K.P.H. (2012). The influences of service personalization, customer satisfaction and switching costs on e-loyalty, International Journal of Economics and Finance, 4 (3), 105-114.
  • Varshneya, G. & Das, G. (2017). Experiential value: multi-item scale development and validation, Journal of Retailing and Consumer Services, 34 (March 2016), 48-57.
  • Verissimo, J.M.C. (2016). Enablers and restrictors of mobile banking app use: a fuzzy set qualitative comparative analysis (fsQCA), Journal of Business Research, 69 (11), 5456-5460.
  • Wu, M.Y. & Tseng, L.H. (2015). Customer satisfaction and loyalty in an online shop: an experiential marketing perspective, International Journal of Business and Management, 10 (1), 104–114.
  • Xiong, S. (2013). Adoption of mobile banking model based on perceived value and trust, 6th International Conference on Information Management, Innovation Management and Industrial Engineering, Xi'an, China, 23-24 Nov. 2013, 632-635.
  • Yıldırım K., Kubulay, C. & Hidayetoğlu, L.M., (2015). The effect of age, gender and education level on customer evaluations of retail furniture store atmospheric attributes, International Journal of Retail & Distribution Management, 43 (8), 712-726.
  • Zarifopoulos, M. & Economides, A.A. (2009). Evaluating mobile banking portals, International Journal of Mobile Communications, 7 (1), 66-90.
  • Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, 52 (3), 2-22.
  • Zeithaml, V., Parasuraman. A. & Malhotra, A. (2000). E-service quality: definition, dimensions and conceptual model, working paper, Cambridge University, Marketing Science Institute.
  • Graside, J. (2017). The impact of our digital channels, available at: https://bankingly.com/impact/ (accessed 26 January 2020).
  • Juniper Research (2018). Retail banking: digital transformation and disruptor opportunities 2018-2022 available at: https://www.businesswire.com/news/home/20180227005693/en/ (accessed 14 February 2020).
  • Turkish Banking Association, (2020). The number of banking personnel and branches, digital, internet and mobile banking statistics, available at: https://www.tbb.org.tr/tr/bankacilik/banka-ve-sektor-bilgileri/istatistiki-raporlar/59 (accessed 26 January 2020)..
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler / Articles
Yazarlar

Mustafa Demirhan 0000-0003-3650-8159

Proje Numarası Bu araştırma makalesinde, Dr. Mustafa DEMİRHAN'ın "Deneyimsel Pazarlama Perspektifinden Mobil Bankacılıkta Algılanan Değer ve Davranışsal Sonuçları: Nevşehir İli Örneği" adlı doktora tezinin verilerinden yararlanılmıştır.
Yayımlanma Tarihi 30 Haziran 2020
Gönderilme Tarihi 2 Mart 2020
Kabul Tarihi 1 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Sayı: 48

Kaynak Göster

APA Demirhan, M. (2020). Demographic characteristics and perceived value differences in mobile banking: An empirical study in Turkey. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(48), 237-263.

ERCİYES AKADEMİ | 2021 | sbedergi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.