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MOBİL BANKACILIK UYGULAMALARI KALİTE FAKTÖRLERİNİN ANALİTİK HİYERARŞİ PROSESİ İLE KARŞILAŞTIRILMASI

Yıl 2016, Cilt: 4 Sayı: 3, 47 - 61, 22.12.2016

Öz


Yüksek rekabetin yaşandığı bankacılık sektöründe birçok bankacılık hizmeti mobil uygulamalar üzerinden verilmeye başlamıştır. Ancak mobil bankacılık uygulamalarından beklenen faydaların elde edilmesi, kullanıcıların bu yazılımları benimsemesine bağlıdır. Mobil bankacılık uygulamalarının kalitesi, kullanıcıların bu uygulamaları benimsemesi ile doğrudan ilişkilidir. Dolayısıyla, mobil bankacılık uygulamalarının mevcut kalite düzeyini belirlemek ve kalite ile ilgili iyileştirmelere yön vermek amacıyla hangi kalite faktörlerinin müşterilerce önemsendiğini ortaya koymak önem arz etmektedir. Bu çalışmada, müşterilerin Türkiye’de faaliyet gösteren çeşitli bankaların mobil bankacılık uygulamalarından memnuniyet düzeyleri ve farklı mobil bankacılık kalite faktörlerinin müşterilerce ne oranda önemsendiği araştırılmıştır. Bu amaçla 150 mobil bankacılık uygulaması kullanıcısından veri toplanmıştır. Elde edilen veriler, Varyans Analizi (ANOVA) ve Analitik Hiyerarşi Prosesi yöntemleri ile analiz edilmiştir. Yapılan analizler sonucunda, kullanıcıların genel olarak mobil bankacılık uygulamalarından memnun olduğu görülmüştür. Ayrıca kullanıcılara göre, kalite faktörlerinden işlevselliğin en önemli faktör olduğu, ardından sırayla içerik, müşteri hizmeti ve ara yüz tasarımı faktörlerinin geldiği tespit edilmiştir.

Kaynakça

  • Andreou, A. S., Panayidou, D., Andreou, P., ve Pitsillides, A. (2005). Preserving Quality in the Development of Mobile Commerce Services and Applications. In Automation, Control, and Information Technology (pp. 1–8).
  • Barnes, S. J., ve Corbitt, B. (2003). Mobile banking: concept and potential. International Journal of Mobile Communications, 1(3), 273–288.
  • Bhushan, N., ve Rai, K. (2004). Strategic Decision Making Applying the Analytic Hierarchy Process. London: Springer-Verlag. http://doi.org/10.1007/b97668
  • Cronin Jr, J. J., ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 55–68.
  • Dağdeviren, M. (2007). Bulanık Analitik Hiyerarşi Prosesi ile Personel Seçimi ve bir Uygulama. Gazi Üniversitesi Mühendislik-Mimarlık Fakültesi Dergisi, 22(4).
  • Goepel, K. D. (2013). Implementing the analytic hierarchy process as a standard method for multi-criteria decision making in corporate enterprises--a new AHP excel template with multiple inputs. In Proceedings of the international symposium on the analytic hierarchy process (pp. 1–10).
  • Goepel, K. D. (2016). BPMSG: Business Performance Management Concepts, Methods and Tools to manage Business Performance. Retrieved March 1, 2016, from http://bpmsg.com/
  • Kuruüzüm, A., ve Atsan, N. (2001). Analitik Hiyerarşi Yöntemi ve İşetmecilik Alanındaki Uygulamaları. Akdeniz University Faculty of Economics & Administrative Sciences Faculty Journal/Akdeniz Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, 1(1).
  • Lee, G.-G., ve Lin, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161–176.
  • Lee, K. C., ve Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5-6), 385–392.
  • Lin, H.-F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces, 35(2), 195–204.
  • Mallat, N., Rossi, M., ve Tuunainen, V. K. (2004). Mobile banking services. Communications of the ACM, 47(5), 42–46.
  • Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 5–6.
  • Parasuraman, A., Zeithaml, V. A., ve Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.
  • Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European Journal of Operational Research, 48(1), 9–26.
  • Saaty, T. L. (2003). Decision-making with the AHP: Why is the principal eigenvector necessary. European Journal of Operational Research, 145(1), 85–91.
  • Saaty, T. L. (2006). Rank from Comparisons and from Ratings in the Analytic Hierarchy. Network Processes, 168(2), 557–570.
  • Sagib, G. K., ve Zapan, B. (2014). Bangladeshi mobile banking service quality and customer satisfaction and loyalty. Management & Marketing, 9(3), 331.
  • Sharma, G., ve Malviya, S. (2011). Exploring the dimensions of mobile banking service quality. Review of Business and Technology Research, 4(1), 187–196.

A COMPARISON OF QUALITY FACTORS OF MOBILE BANKING APPLICATIONS USING ANALYTIC HIERARCHY PROCESS

Yıl 2016, Cilt: 4 Sayı: 3, 47 - 61, 22.12.2016

Öz

In banking industry where there is a high competition, many banking services are now being given
using mobile applications. However, the expected benefit from mobile banking applications can be
gained if bank customers adopt these applications. The quality of mobile banking applications is
directly related to their adoption. Therefore, it is important to determine the quality level of mobile
banking applications and the relative importance given by users to different quality factors of such
applications so that improvement efforts can be rightly guided. In this study, customer satisfaction
from mobile banking applications of several banks operating in Turkey and the importance given by
them to different quality factors are investigated. For this purpose, data were collected from 150
mobile banking users. The collected data were analyzed using ANOVA and Analytic Hierarchy
Process (AHP). The analyses show that customers are generally satisfied with mobile banking
applications. Also, according to users, functionality is the most important quality factor followed in
order by content, customer service and interface design.

Kaynakça

  • Andreou, A. S., Panayidou, D., Andreou, P., ve Pitsillides, A. (2005). Preserving Quality in the Development of Mobile Commerce Services and Applications. In Automation, Control, and Information Technology (pp. 1–8).
  • Barnes, S. J., ve Corbitt, B. (2003). Mobile banking: concept and potential. International Journal of Mobile Communications, 1(3), 273–288.
  • Bhushan, N., ve Rai, K. (2004). Strategic Decision Making Applying the Analytic Hierarchy Process. London: Springer-Verlag. http://doi.org/10.1007/b97668
  • Cronin Jr, J. J., ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 55–68.
  • Dağdeviren, M. (2007). Bulanık Analitik Hiyerarşi Prosesi ile Personel Seçimi ve bir Uygulama. Gazi Üniversitesi Mühendislik-Mimarlık Fakültesi Dergisi, 22(4).
  • Goepel, K. D. (2013). Implementing the analytic hierarchy process as a standard method for multi-criteria decision making in corporate enterprises--a new AHP excel template with multiple inputs. In Proceedings of the international symposium on the analytic hierarchy process (pp. 1–10).
  • Goepel, K. D. (2016). BPMSG: Business Performance Management Concepts, Methods and Tools to manage Business Performance. Retrieved March 1, 2016, from http://bpmsg.com/
  • Kuruüzüm, A., ve Atsan, N. (2001). Analitik Hiyerarşi Yöntemi ve İşetmecilik Alanındaki Uygulamaları. Akdeniz University Faculty of Economics & Administrative Sciences Faculty Journal/Akdeniz Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, 1(1).
  • Lee, G.-G., ve Lin, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161–176.
  • Lee, K. C., ve Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5-6), 385–392.
  • Lin, H.-F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces, 35(2), 195–204.
  • Mallat, N., Rossi, M., ve Tuunainen, V. K. (2004). Mobile banking services. Communications of the ACM, 47(5), 42–46.
  • Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 5–6.
  • Parasuraman, A., Zeithaml, V. A., ve Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.
  • Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European Journal of Operational Research, 48(1), 9–26.
  • Saaty, T. L. (2003). Decision-making with the AHP: Why is the principal eigenvector necessary. European Journal of Operational Research, 145(1), 85–91.
  • Saaty, T. L. (2006). Rank from Comparisons and from Ratings in the Analytic Hierarchy. Network Processes, 168(2), 557–570.
  • Sagib, G. K., ve Zapan, B. (2014). Bangladeshi mobile banking service quality and customer satisfaction and loyalty. Management & Marketing, 9(3), 331.
  • Sharma, G., ve Malviya, S. (2011). Exploring the dimensions of mobile banking service quality. Review of Business and Technology Research, 4(1), 187–196.
Toplam 19 adet kaynakça vardır.

Ayrıntılar

Bölüm MAKALELER
Yazarlar

İbrahim Halil Seyrek Bu kişi benim

Arzu Akşahin Bu kişi benim

Yayımlanma Tarihi 22 Aralık 2016
Gönderilme Tarihi 19 Ekim 2016
Kabul Tarihi 23 Kasım 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 4 Sayı: 3

Kaynak Göster

APA Seyrek, İ. H., & Akşahin, A. (2016). MOBİL BANKACILIK UYGULAMALARI KALİTE FAKTÖRLERİNİN ANALİTİK HİYERARŞİ PROSESİ İLE KARŞILAŞTIRILMASI. International Review of Economics and Management, 4(3), 47-61.