Kalite Boyutlarının Kurumsal İmaj ve Müşteri Sadakatine Etkisi: Mobil Bankacılık Üzerine Bir Uygulama

Öz

Bu çalışmada hizmet kalitesi, bilgi kalitesi ve sistem kalitesinin kurumsal imaj ve müşteri sadakati üzerinde bir etkiye sahip olup olmadığı incelenmiştir. Ayrıca kurumsal imajın bu ilişkilerde bir aracı rolünün olup olmadığı test edilmiştir. Araştırmada yer alan değişkenler arasındaki ilişkileri incelemek adına 479 mobil bankacılık uygulaması kullanan katılımcıdan hazırlanan anket aracılığıyla toplanan araştırma verisi çoklu doğrusal regresyon analizi ile test edilmiştir. Hizmet kalitesi, bilgi kalitesi ve sistem kalitesinin kurumsal imaj üzerinde anlamlı ve pozitif bir etkiye sahip olduğu görülmüştür. Benzer şekilde, hizmet kalitesi, bilgi kalitesi ve sistem kalitesinin müşteri sadakati üzerinde anlamlı ve pozitif bir etkiye sahip olduğu görülmüştür. Kurumsal imaj hizmet kalitesi ve bilgi kalitesinin müşteri sadaki üzerindeki etkisinde kısmı aracılık rolüne sahipken, sistem kalitesinin müşteri sadakati üzerindeki etkisinde tam aracılık rolüne sahiptir. Kurumsal imaj üzerinde en güçlü etkiye sistem kalitesi sahipken, müşteri sadakati üzerinde en güçlü etkiye hizmet kalitesi sahiptir

Anahtar Kelimeler

• Sistem Kalitesi
• Hizmet Kalitesi
• Bilgi Kalitesi
• Kurumsal İmaj
• Müşteri Sadakati.

The Impact of Quality Dimensions on Corporate Image and Customer Loyalty: An Application in Mobile Banking

Öz

The study investigates whether service quality, information quality, and system quality have an impact on corporate image and customer loyalty. Additionally, it tests whether corporate image plays a mediating role in these relationships. Research data collected from 479 participants using mobile banking applications was analyzed using multiple linear regression analysis to examine the relationships between the variables. It was found that service quality, information quality, and system quality have a significant and positive impact on corporate image. Similarly, service quality, information quality, and system quality significantly and positively affect customer loyalty. Corporate image has a partial mediating role in the effect of service quality and information quality on customer loyalty, while it has a full mediating role in the effect of system quality on customer loyalty. Among the variables, system quality has the strongest influence on corporate image, while service quality has the strongest effect on customer loyalty

Anahtar Kelimeler

• System Quality
• Service Quality
• Information Quality
• Corporate Image
• Customer Loyalty

Kaynakça

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