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Segmentation of customers based on behavioral intention to use multi-channel banking and experience

Yıl 2020, Cilt: 4 Sayı: 1, 13 - 26, 30.07.2020

Öz

This study aims to segment customers in an emerging economy based on behavioral intention to use multi-channel banking and experience. The study also profiles the customer segments in terms of perceived ease of use, perceived usefulness, perceived risk, and innovativeness by using the Extented Technology Acceptance Model. An online survey was distributed by using convenience sampling in Turkey, and a total of 164 financial customers participated in the survey. A two-step cluster analysis was conducted to segment customers on behavioral intention to use multi-channel banking and experience scores. The profiles of the clusters were then examined according to perceived ease of use, perceived usefulness, perceived risk, and innovativeness. As a result of clustering analysis, financial customers were divided into three segments including “enthusiastic experts”, which had the share of nearly half of the sample, “reluctant experts” and “reluctant amateurs”. A non-parametric one-way ANOVA on ranks revealed differences among the segments related to perceived ease of use, perceived usefulness, perceived risk, and innovativeness. The findings of this study can respond to international investors who would be interested in the banking industry in a developing country. This study also offers essential insights to understand distinct consumer segments according to behavioral intention to use multi-channel banking and experience.

Kaynakça

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Çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre müşterilerin kümelenmesi

Yıl 2020, Cilt: 4 Sayı: 1, 13 - 26, 30.07.2020

Öz

Bu çalışma, gelişmekte olan bir ekonomideki müşterileri çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre kümelere ayırmayı amaçlamaktadır. Çalışma aynı zamanda, Genişletilmiş Teknoloji Kabul Modeli kullanarak müşteri kümelerinin, algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçilik açısından da profilini çizmektedir. Türkiye’de kolayda örnekleme yöntemi kullanılarak çevrimiçi bir anket dağıtılmış ve toplamda 164 finansal müşteri ankete katılmıştır. Müşterileri çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyim skorlarına göre kümelere ayırmak için iki aşamalı kümeleme analizi yapılmıştır. Kümelerin profilleri daha sonra algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçiliğe göre incelenmiştir. Kümeleme analizi sonucunda finansal müşteriler,“isteksiz uzmanlar”, “isteksiz amatörler” ve örneklemin yaklaşık yarısını oluşturan “hevesli uzmanlar” olmak üzere üç bölüme ayrılmıştır. Parametrik olmayan tek yönlü ANOVA ile algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan risk ve yenilikçiliğe bağlı olarak kümeler arasındaki farklılıklar ortaya çıkarılmıştır. Bu çalışmanın bulguları, gelişmekte olan bir ülkede bankacılık endüstrisine ilgi duyacak uluslararası yatırımcılara fikir verebilir. Bu çalışma aynı zamanda çok kanallı bankacılığı kullanma davranışsal niyetine ve deneyime göre farklı tüketici segmentlerini anlamak için önemli öngörüler sunmaktadır.

Kaynakça

  • Abadi, H. R. D., Ranjbarian, B. and Zade, F. K. (2012) ‘Investigate the Customers’ Behavioral Intention to Use Mobile Banking Based on TPB, TAM and Perceived Risk (A Case Study in Meli Bank)’, International Journal of Academic Research in Business and Social Sciences.
  • Abbas, S. K. et al. (2018) ‘What are the key determinants of mobile banking Adoption in Pakistan?’, International Journal of Scientific & Engineering Research. doi: 10.14299/ijser.2018.02.012.
  • Adams, D. A., Nelson, R. R. and Todd, P. A. (1992) ‘Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication’, MIS Quarterly, 16(2), p. 227. doi: 10.2307/249577.
  • Alalwan, A. A. et al. (2016) ‘Consumer adoption of mobile banking in Jordan’, Journal of Enterprise Information Management. doi: 10.1108/jeim-04-2015-0035.
  • Alalwan, A. A. et al. (2018) ‘Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk’, Journal of Retailing and Consumer Services. doi: 10.1016/j.jretconser.2017.08.026.
  • Aldás-Manzano, J. et al. (2009) ‘The role of consumer innovativeness and perceived risk in online banking usage’, International Journal of Bank Marketing. doi: 10.1108/02652320910928245.
  • Alsamydai, M. J. (2014) ‘Adaptation of the Technology Acceptance Model (TAM) to the Use of Mobile Banking Services’, International Review of Management and Business Research.
  • Alsheikh, L. and Bojei, J. (2014) ‘Determinants affecting customer’s intention to adopt mobile banking in Saudi Arabia’, International Arab Journal of e-Technology.
  • Amin, H. et al. (2008) ‘The Adoption of Mobile Banking in Malaysia: The Case of Bank Islam Malaysia Berhad (Bimb)’, International Journal of Business and Society.
  • Arora, S. and Sahney, S. (2018) ‘Antecedents to consumers’ showrooming behaviour: an integrated TAM-TPB framework’, Journal of Consumer Marketing. doi: 10.1108/JCM-07-2016-1885.
  • Baabdullah, A. M. et al. (2019) ‘Consumer Adoption of Self-Service Technologies in the Context of the Jordanian Banking Industry: Examining the Moderating Role of Channel Types’, Information Systems Management. Taylor & Francis, 36(4), pp. 286–305. doi: 10.1080/10580530.2019.1651107.
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Toplam 105 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Büşra Oktay Bu kişi benim 0000-0002-8037-9385

Raife Meltem Yetkin Özbük

Yayımlanma Tarihi 30 Temmuz 2020
Gönderilme Tarihi 31 Mayıs 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 4 Sayı: 1

Kaynak Göster

APA Oktay, B., & Yetkin Özbük, R. M. (2020). Segmentation of customers based on behavioral intention to use multi-channel banking and experience. Pazarlama İçgörüsü Üzerine Çalışmalar, 4(1), 13-26.
AMA Oktay B, Yetkin Özbük RM. Segmentation of customers based on behavioral intention to use multi-channel banking and experience. SOMI. Temmuz 2020;4(1):13-26.
Chicago Oktay, Büşra, ve Raife Meltem Yetkin Özbük. “Segmentation of Customers Based on Behavioral Intention to Use Multi-Channel Banking and Experience”. Pazarlama İçgörüsü Üzerine Çalışmalar 4, sy. 1 (Temmuz 2020): 13-26.
EndNote Oktay B, Yetkin Özbük RM (01 Temmuz 2020) Segmentation of customers based on behavioral intention to use multi-channel banking and experience. Pazarlama İçgörüsü Üzerine Çalışmalar 4 1 13–26.
IEEE B. Oktay ve R. M. Yetkin Özbük, “Segmentation of customers based on behavioral intention to use multi-channel banking and experience”, SOMI, c. 4, sy. 1, ss. 13–26, 2020.
ISNAD Oktay, Büşra - Yetkin Özbük, Raife Meltem. “Segmentation of Customers Based on Behavioral Intention to Use Multi-Channel Banking and Experience”. Pazarlama İçgörüsü Üzerine Çalışmalar 4/1 (Temmuz 2020), 13-26.
JAMA Oktay B, Yetkin Özbük RM. Segmentation of customers based on behavioral intention to use multi-channel banking and experience. SOMI. 2020;4:13–26.
MLA Oktay, Büşra ve Raife Meltem Yetkin Özbük. “Segmentation of Customers Based on Behavioral Intention to Use Multi-Channel Banking and Experience”. Pazarlama İçgörüsü Üzerine Çalışmalar, c. 4, sy. 1, 2020, ss. 13-26.
Vancouver Oktay B, Yetkin Özbük RM. Segmentation of customers based on behavioral intention to use multi-channel banking and experience. SOMI. 2020;4(1):13-26.