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

Yıl 2021, Cilt: 12 Sayı: 24, 680 - 701, 21.12.2021

Berrin Arzu Eren

https://doi.org/10.36543/kauiibfd.2021.028

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

Kaynakça

• Abbott, L. (1955). Quality and competition. New York: Columbia Press.
• Adhikari, A., & Bhattacharya, S. (2016). Appraisal of literature on customer experience in tourism sector: Review and framework. Current Issues in Tourism, 19(4), 296–321.
• Agarwal, A., & Singh, M. R. (2018). The relationship between retail experience, customer satisfaction, and behavioral intentions: exploring the consumer shopping behavior in unorganized retail settings. Indian Journal of Marketing, 48 (1), 9–27.
• Alalwan, A.A., Dwivedi, Y.K., Rana, N.P., & Simintiras, A.C. (2016). Jordanian consumers’ adoption of telebanking ınfluence of perceived usefulness, trust and self-efficacy. International Journal of Bank Marketing, 34 (5), 690-709.
• Alavi, S., & Ahuja, V. (2016). An empirical segmentation of users of mobile banking apps. Journal of Internet Commerce, 15 (4), 390–407.
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
• Beit-Hallahmi, B. (2012). Fear of the dead, fear of death: ıs ıt biological or psychological?. Mortality, 17(4), 322-337.
• Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1), 211–241.
• Choudrie, J., Banerjee, S., Kotecha, K.., Walambe, R., Karende, H., & Am, J. (2021). Machine learning techniques and older adults processing of online information and misinformation: A covid 19 study. Computers in Human Behavior, 119 (2021).
• Chung, J.E., Park, N., Wang, H., Fulk, J., & McLaughlin, M. (2010). Age differences in perceptions of online community participation among non-users: an extension of the technology acceptance model. Computers in Human Behavior, 26(6),1674-1684.
• Finextra. World retail banking report 2020: 57% of consumers prefer ınternet banking in the covid-19 era. Retrieved from https://www.finextra.com/pressarticle/82863/world-retail-banking-report-2020-57-of-consumers-prefer-internet-banking-in-the-covid-19-era (2021, 26 January).
• Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14.
• Garanti BBVA. Retrieved from https://www.garantibbva.com.tr/subesiz (2021, 28 January)
• Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. Database for Advances in Information Systems, 33(3), 38–53.
• Gefen, D., & Straub, D. (2001). Managing user trust in b2c e-service (online). Retrieved from https://www.researchgate.net/publication/246757911_Managing_User_Trust_in_B2C_e-Services/link/59e29dfd458515393d57f878/download (2021, 21 January)
• Gefen, D., Karahanna, E., & Straub, D.W. (2003). In experience and experience with online stores: the importance of tam and trust. IEEE Transactions on Engineering Management, 50(3), 307-321.
• Gentile, C., Spiller, N., & Noci. G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395–410.
• Geyskens, I., Steenkamp, J.E.M., Scheer, K.L., & Kumar, N. (1996). The effects of trust and ınterdependence on relationship commitment: a trans-atlantic study. International Journal of Research in Marketing, 13(4), 303–317.
• Ha, H.-Y. (2004). Factors influencing consumer perception on brand trust on the online. Journal of Product and Brand Management, 13(5), 329–342.
• Ha, H.-Y. , & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452.
• Hair, J.F. Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). CA: SAGE Publications.
• Haq, M.A., & Abbasi, S. (2016). Indirect impact of hedonic consumption and emotions on impulse purchase behavior: a double mediation model. Journal of Management Science, 3(2), 108-122.
• Harris, M., Cox, K.C., Musgrove, C.F., & Ernstberger, K.W. (2016). Consumer preferences for banking technologies by age groups. International Journal of Bank Marketing, 34(4), 587-602.
• Hoffman, D.L. Novak, T.P., & Peralta, M. (1999). Building consumer trust in online environments: the case for information privacy. Communications of the ACM, 42(4), 80-85.
• Hollebeek, L.D. (2019). Developing business customer engagement through social mediaengagement-platforms: an integrative s-d logic/rbv-ınformed model. Industrial Marketing Management, 81, 89–98.
• Iglesias, O., Singh, J.J., & Batista-Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty, Journal of Brand Management, 18(8), 570-582.
• Johnson, M. J., & Moore, E. C. (2001). Apparel product development. N.J.: Prentice Hall, Englewood Cliffs.
• Keiningham, T., Ball, J., Benoit (née Moeller), S., Bruce, H.L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y.-C., & Zaki, M. (2017). The ınterplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148-160.
• Klaus, P.P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Marketing Research, 55(2), 227-246.
• Kline, P. (1994). An easy guide to factor analysis. New York: Routledge.
• Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press.
• Lariviere, B., Keiningham, T.L., Cooil, B., Aksoy, L., & Malthouse, E.C. (2014). A longitudinal examination of customer commitment and loyalty. Journal of Service Management, 25(1), 75-100.
• Lee, M.K.O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75–91.
• Lemon, K.N. and Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
• Liang, C and Chen, H. (2009). How to lengthen, deepen and broaden customer–firm relationships with online financial services?. Journal of Financial Services Marketing, 14(3), 18–231.
• Magsamen-Conrad, K., & Dillon, J.M. (2020). Mobile technology adoption across the lifespan: a mixed methods investigation to clarify adoption stages, and the influence of diffusion attributes. Computers in Human Behavior, 112, 1-15.
• McKnight, D.H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: an integrative typology. Information Systems Research, 13(3), 334-359.
• Mitic, I. (2021, 26 January). Everything you need to know about online banking: statistics and facts. Retrieved from https://fortunly.com/statistics/online-mobile-banking-statistics/
• Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
• Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57 (January), 81-101.
• Morgan, R.M., & Hunt S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Morris, M.G., & Venkatesh, V. (2000). Age differences in technology adoption decisions: implications for a changing work force. Personnel Psychology, 53(2), 375-403.
• Norum, P. S. (2003). Examination of generational differences in household apparel expenditures. Family and Consumer Sciences Research Journal, 32(1), 52-75.
• OECD (2021). Elderly population. Retrievd from https://data.oecd.org/pop/elderly-population.htm (2021, 06 May)
• Rajaobelina, L., Brun, I., Tep, S.P., & Arcand, M. (2018). Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment. Journal of Financial Service Marketing, 23, 141–152.
• Randall, A, & O’Driscoll, M. (1997). Affective versus calculative commitment: human resource ımplications. The Journal of Social Psychology, 137(5), 606-617.
• Raza, S.A. , Qazi, W., Khan, K.A., & Salam, J. (2020). Social ısolation and acceptance of the learning management system (lms) in the tme of covıd-19 pandemic: an expansion of the utaut model. Journal of Educational Computing Research, 1–26.
• Reichheld, F.F, & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harward Business Review, July-August, 105-113.
• Roberts, K. (2012). The End of the Long Baby-Boomer Generation. Journal of Youth Studies, 15(4), 479-497.
• Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308–322.
• San-Marti´n, S., Prodanova, J., & Jime´nez, N. (2015). The ımpact of age in the generation of satisfaction and wom in mobile shopping. Journal of Retailing and Consumer Services, 23, 1–8.
• Story, J. and Hess, J. (2010). Ethical brand management: customer relationships and ethical duties. Journal of Product & Brand Management, 19(4), 240-249.
• TBB, (2020). Dijital, internet ve mobil bankacılık istatistikleri-eylül 2020. Retrieved from https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1434/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Eylul_2020.pdf (2021, 26 January)
• Türkiye İş Bankası. Retrieved from https://www.isbank.com.tr/bankamizi-taniyin/is-bankasi-bireysel-internet-subesi-yenilikler-sunmaya-devam-ediyor (2021 (2021, 28 January)
• Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41.
• Wang, K.H., Chen, G., & Chen, H.G. (2017). A Model of technology adoption by older adults. Social Behavior and Personality, 45(4), 563–572.
• Westbrook, R.A., & Oliver, R.L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18 (June), 84-91.
• White, C. and Yu, T. (2005). Satisfaction emotions and consumer behavioral intentions, Journal of Services Marketing. 19(6), 411- 420.
• Worldbank (2020). Population ages 65 and above (% of total population). Retrieved from https://data.worldbank.org/indicator/SP.POP.65UP.TO.ZS?end=2019&most_recent_year_desc=false&start=1960 (2021, 15 April)
• World Health Organisation, (2021). Retrieved from Who coronavirus disease (covid-19) dashboard. Retrieved from https://covid19.who.int/ (2021, 08 February)
• Yapı Kredi Bankası. Retrieved from https://www.yapikredi.com.tr/yapi-kredi-hakkinda/haberler/detay/59539 (2021, 28 February)
• Zeithaml, V.A. (2000). Service Quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67-85.