THE EFFECT OF COVID-19 FEAR ON THE INTERNET BANKING AND MOBILE BANKING USAGE EXPERIENCES OF THE BABY BOOMERS GENERATION

Öz

This study is aimed to reveal the internet banking/mobile banking usage behavior of the Baby Boomers generation, whose technology adoption and usage level is relatively poor compared to other generations in the pandemic, on the axis of customer experience and Covid-19. For this purpose, the data collected from 176 participants with convenience sampling method was analyzed using Structural Equation Model. The results of the study show that as the positive perceptions of Baby Boomers generation customers about their internet banking/mobile banking experience increased, their trust in the bank also increased; similarly, the higher the trust of the customers in the bank where they use this service, the higher their commitment to the bank. While the study results do not reflect a direct relationship between customer experience and customer commitment, it shows that these customers' Covid-19 fear during the pandemic strengthens the relationship between experience and trust and experience and commitment.

Anahtar Kelimeler

• Baby boomers generation
• customer experience
• customer trust
• customer commitment
• covid-19 fear

THE EFFECT OF COVID-19 FEAR ON THE INTERNET BANKING AND MOBILE BANKING USAGE EXPERIENCES OF THE BABY BOOMERS GENERATION

Öz

Çalışmada diğer kuşaklara göre teknoloji benimseme ve kullanma düzeyi görece daha zayıf olan Baby Boomers kuşağının pandemi sürecinde internet bankacılığı/mobil bankacılık kullanım davranışının müşteri deneyimi ve Covid-19 ekseninde ortaya konması amaçlanmaktadır. Bu amaç doğrultusunda kolayda örnekleme yöntemi ile 176 katılımcıdan toplanan veri Yapısal Eşitlik Modellemesi kullanılarak analiz edilmiştir. Çalışma sonuçları Baby Boomers kuşağı müşterilerin internet bankacılığı/mobil bankacılık deneyimine ilişkin olumlu algıları arttıkça, bankaya olan güvenlerinin de arttığını ve bu hizmeti kullandıkları bankaya olan güvenleri ne kadar yüksekse, bankaya bağlılıklarının da o oranda yüksek olacağına işaret etmektedir. Çalışmada müşteri deneyimi ile müşteri bağlılığı arasında direkt bir ilişki bulgusu olmamasına rağmen, sonuçlar bu müşterilerin pandemi sürecinde Covid-19’a yakalanma korkusunun, deneyim ile güven ve deneyim ile bağlılık arasındaki ilişkiyi güçlendirdiğini göstermektedir.

Anahtar Kelimeler

• Baby boomers kuşağı
• müşteri deneyimi
• müşteri güveni
• müşteri bağlılığı
• covid-19 korkusu

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