Determining the Factors Affecting Customers’ Satisfaction with Mobile Applications: A Study on Generation Z

Yıl 2022, , 63 - 89, 31.03.2022

Buket Bora Semiz

https://doi.org/10.15869/itobiad.879819

Cited By: 1

Öz

Known for using technology, the internet, and mobile devices very well and keeping up with technological developments, Z generation consumers frequently use mobile channels and applications for shopping. Considering that this generation, a small part of which is still economically free, will become economically independent quickly, it becomes a consumer group that should be emphasized, especially in terms of mobile retailers. Therefore, it becomes essential to determine the factors that affect the satisfaction of the Z generation as mobile customers. This study examines the factors that affect consumers' satisfaction with mobile applications in terms of Z generation consumers. In this context, data were collected from 311 participants aged between 15 and 20 by adopting the convenience sampling method through online surveys between January 01 and February 01, 2021. According to the research findings, it has been concluded that the perceived benefit, social impact, application design, time-saving, and trust are practical on consumers' satisfaction with mobile applications. Perceived ease of use and product variety was not found to affect customer satisfaction for mobile applications. In addition, it was concluded in the research that perceived ease of use affects perceived usefulness and application design, and perceived usefulness and perceived ease of use affect trust. In the context of these findings, making mobile applications more useful and easier will benefit businesses in terms of profitability. At the same time, it will also create social benefits by enabling consumers to both shops and socialize more.

Anahtar Kelimeler

Mobile Customer Satisfaction, Time Saved, Product Variety, Application Design, Trust

Tüketicilerin Mobil Uygulamalara Yönelik Memnuniyetlerini Etkileyen Faktörlerin Belirlenmesi: Z Kuşağı Üzerine Bir Araştırma

Öz

Teknolojiyi, interneti ve mobil araçları çok iyi kullanmaları ve teknolojik gelişmelere kolay ayak uydurmalarıyla bilinen Z kuşağı tüketicileri alışveriş için de mobil kanalları ve uygulamaları sıklıkla kullanmaktadır. Henüz çok az bir kısmı ekonomik anlamda özgür olan bu kuşağın kısa bir zaman sonra ekonomik anlamda bağımsız hale geleceği düşünüldüğünde özellikle mobil perakendeciler açısından üzerinde durulması gereken bir tüketici grubunu haline gelmektedir. Dolayısıyla Z kuşağının mobil müşteriler olarak memnuniyetleri üzerinde etkili olan faktörlerin belirlenmesi de oldukça önemli hale gelmektedir. Bu çalışmanın amacı, tüketicilerin mobil uygulamalara yönelik memnuniyetini etkileyen faktörleri Z kuşağı tüketicileri açısından incelemektir. Bu bağlamda 01 Ocak- 01 Şubat 2021 tarihlerinde çevrimiçi anketler aracılığıyla kolayda örnekleme yöntemi benimsenerek yaşları 15 ile 20 arasında değişen 311 katılımcıdan veri toplanmıştır. Araştırma bulgularına göre, tüketicilerin mobil uygulamalara yönelik memnuniyeti üzerinde algılanan fayda, sosyal etki, uygulama dizaynı, zaman tasarrufu ve güvenin etkili olduğu sonucuna ulaşılmıştır. Algılanan kullanım kolaylığı ve ürün çeşitliliğinin ise mobil uygulamalara yönelik müşteri memnuniyeti üzerinde etkisine rastlanamamıştır. Ayrıca araştırmada, algılanan kullanım kolaylığının algılanan fayda ve uygulama dizaynını etkilediği, algılanan fayda ve algılanan kullanım kolaylığının da güveni etkilediği sonucuna ulaşılmıştır. Bu bulgular bağlamında mobil uygulamaların daha kullanışlı ve daha kolay hale getirilmesi işletmelerin karlılıkları açısından fayda sağlarken tüketicilerin de hem daha fazla alışveriş yapmasına hem de sosyalleşmelerine imkân sağlayarak toplumsal açıdan da fayda yaratacaktır.

Anahtar Kelimeler

Mobil Müşteri Memnuniyeti, Zaman Tasarrufu, Ürün Çeşitliliği, Uygulama Dizaynı, Güven

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