Fijital Bankacılık Hizmetlerini Kullanma Niyeti: Algılanan Değer ve Güvenin Rolü

Öz

Fiziksel ve dijital temas noktalarının bütünleşmesiyle ortaya çıkan fijital hizmet sistemleri, bankacılık sektöründe müşteri deneyimini yeniden şekillendirmektedir. Bu araştırmanın amacı, fijital hizmet özelliklerinin (entegrasyon, tutarlılık, esneklik ve kişiselleştirme) fijital bankacılık hizmetlerini kullanma niyeti üzerindeki etkilerini incelemek ve bu ilişkilerde algılanan müşteri değeri ile müşteri güveninin aracılık rollerini ortaya koymaktır. Araştırma modeli Araç-Amaç Teorisi temel alınarak geliştirilmiştir. Veriler, hem mobil bankacılık hem de fiziksel şube hizmetlerini kullanan 362 katılımcıdan çevrimiçi anket yöntemiyle toplanmış ve SmartPLS 4 programı kullanılarak PLS-SEM yöntemiyle analiz edilmiştir. Bulgular, entegrasyon, tutarlılık, esneklik ve kişiselleştirmenin algılanan müşteri değerini anlamlı biçimde artırdığını göstermektedir. Ayrıca entegrasyon, esneklik ve kişiselleştirme müşteri güvenini olumlu etkilerken, tutarlılığın güven üzerindeki etkisi anlamlı bulunmamıştır. Algılanan müşteri değeri ve güvenin kullanım niyeti üzerinde pozitif etkileri olduğu belirlenmiştir. Aracılık analizleri, algılanan değer ve güvenin hem bağımsız hem de ardışık biçimde kullanım niyetinin oluşumunda önemli rol oynadığını ortaya koymuştur. Çalışma, Araç-Amaç Teorisi’ni fijital bankacılık bağlamında genişleterek literatüre katkı sağlamakta ve bankalara müşteri değeri ile güveni güçlendirmeye yönelik stratejik öneriler sunmaktadır.

Anahtar Kelimeler

• Fijital bankacılık
• fijital hizmet özellikleri
• algılanan müşteri değeri
• müşteri güveni
• kullanım niyeti

Etik Beyan

• Onayın alındığı kurumun adı: "Beykoz Üniversitesi Bilimsel Araştırma ve Yayın Etiği Kurulu" • Karar tarihi ve numarası: Kurulun 09.04.2026 tarih ve 04 sayılı toplantısında alınan Karar No: 05

Intention to Use Phygital Banking Services: The Roles of Perceived Value and Trust

Öz

The convergence of physical and digital service channels has transformed the delivery of banking services by enabling seamless customer experiences across multiple touchpoints. This study investigates how four key phygital service characteristics—integration, consistency, flexibility, and personalization—influence customers’ intentions to use phygital banking services. In addition, it examines the parallel and sequential mediating roles of perceived value and trust within these relationships. Drawing on Means–End Theory, the proposed research model was tested using data collected through an online survey of 362 individuals who regularly use both mobile banking applications and physical bank branches. The data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The findings indicate that all four service characteristics positively contribute to customers’ perceived value. While integration, flexibility, and personalization significantly strengthen customer trust, consistency does not exhibit a significant direct effect on trust. Furthermore, both perceived value and trust positively influence customers’ intentions to adopt phygital banking services. The mediation analyses reveal that these two constructs explain the influence of phygital service characteristics on usage intention through both independent and sequential mediation mechanisms. Overall, the study extends Means–End Theory within the context of phygital banking and offers practical implications for financial institutions aiming to enhance customer value perceptions, reinforce trust, and promote greater adoption of integrated banking services.

Anahtar Kelimeler

• Phygital banking
• phygital service characteristics
• perceived value
• trust
• usage intention.

Kaynakça

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