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

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

Mustafa Demirhan

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.

Anahtar Kelimeler

Mobile Marketing, Mobile Banking, Perceived Value, Demographic Characteristics

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.

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

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.

Anahtar Kelimeler

Mobil Bankacılık, Mobil Pazarlama, Algılanan Değer, Demografik Özellikler

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.

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