THE ATTITUDES, BEHAVIOURS AND VIEWSOF ACADEMICIANS ABOUT INTERNET BANKING:THE CASE OF ERZINCAN UNIVERSITY, TURKEY

Yıl 2012, Cilt: 12 Sayı: 23, 103 - 124, 01.06.2012

Orhan Çınar Selahattin Yavuz İmran Aslan

Öz

Technology has been making a deep impact in service sector and it determines the
way to deliver services. The rapid development of the technology infrastructure has
resulted in increase of the number of personal computers, quality of internet connections
and facilitated more widespread use of the internet. With the increasing role of
technology, the cost of services in banking has been decreased and the uncertainty is
eliminated, which require less staff and fewer physical branches.
It is almost accepted by everyone that internet brings many advantages to people and
companies. Internet banking was introduced in the 1980s and people have been using
online banking more than 20 years. Phone banking, electronic payment, electronic purse
cards or Points of Sale (POS), Automated Teller Machines (ATM), PC banking, Internet
banking, mobile banking, Personal Digital Assistant banking and interactive Digital TV
banking are examples of the multitude of channels and technologies used.
Internet banking is a key element of current bank strategies and still has huge
development potential. Thus, banks are not just searching for new internet banking users
but also do not want to lose their existing customers as the users increased. In particular,
banks provide internet banking mainly to increase cost-effectiveness, increase customer
reach, and retain market share. With standardize services;customers can easily do many
banking operations via internet banking. The question raises that to what extent different
banking customers may actually prefer remote banking channels rather than face to face
service interaction.
According to many research related to internet banking, the most determinant factor
that affect the customers to use (or don’t use) internet banking is trust (security) issue. The
factors that affect the use of internet banking are below:
- Trust (security)
- Easiness of using the system
- Individual behaviors and beliefs
- Quality of service
- Saving of time, 24 hour service
- Cheaper cost
- The ability to use information technologies
The quality of internet banking services which has become an integral part of daily
life with advances in information technologies and widespread of personal computers
affect the image of banks and this issue gains strategic importance to the competitiveness
of banks.
Identifying the attitudes, views and behaviors of different human groups about
internet banking was considered to be beneficial and for this purpose academicians
working at Erzincan University units located in the center of the province of Erzincan
were surveyed in May 2011. Using descriptive survey design the sample of the study was 140 respondents of 387 academicians working at the Erzincan University. The study held
in eight departments of Erzincan University located in the city center.
The main purpose of this study was to find out academician’s views, attitudes and the
level of using internet banking. Secondly we aimed to make comparisons according to
their demographic characteristics and the use of internet banking.
The questionnaire used to collect the data was generated by researchers utilizing other
studies held in Turkey related to internet banking. The questionnaire specifically designed
and divided into five sections. The first section collected information about demographic
characteristics and the use of internet banking of participants. The second section
contained eight items about the types and frequency of internet banking transactions
carried out by participants. The third section included eight items asking why they prefer
using internet banking. The fourth section was about their thoughts on internet banking
and there were ten items. Finally, the last section including eight items was directed to
non-user of internet banking investigating the factors that stop them using internet
banking.
250 questionnaires were randomly distributed to academicians and 140 fully answered
of 147 collected questionnaires were evaluated. Descriptive statistics such as percentage
and frequency table mean and for classification t-test and one-way Anova were applied to
analyze the collected data. Only observed statistically significant differences were
tabulated.
According to the findings, the most frequent internet banking transactions are
checking account information, credit card transactions, money transfers and bill
payments. Respondents evaluate the internet banking that provides many advantages to
users such as saving time, making transactions easily and quickly, instant accessibility and
receiving the document of processing readily. 22.9 % of the study sample does not use
internet banking. To them, trust (security) issue is the most important reason not to prefer
using internet banking.

Anahtar Kelimeler

Internet, Information Technology, Internet Banking, Academician, Erzincan University

AKADEMİSYENLERİN İNTERNET BANKACILIĞI HAKKINDAKİ TUTUM, DÜŞÜNCE ve DAVRANIŞLARI: ERZİNCAN ÜNİVERSİTESİ ÖRNEĞİ

Öz

Bilişim teknolojisindeki gelişmeler ve kişisel bilgisayarların yaygınlaşmasıyla birlikte günlük yaşamın bir parçası haline gelen internet bankacılığı hizmetlerinin kalitesi bankaların imajını etkilemekte dolayısıyla bu konu bankaların rekabet edebilirliklerinde stratejik bir önem kazanmaktadır. Toplumun çeşitli kesimlerin internet bankacılığı ile ilgili düşünce, tutum ve davranışlarının tespit ve analiz edilmesi, banka sektörü açısından oldukça önemlidir. Çünkü günümüzde müşteri memnuniyetini sürdürülebilir kılmak ve ayrıca rekabet edebilmek ancak hizmetlerden yararlanan kesimlerin algı ve düşüncelerinin tespit ve analiz edilmesinden geçmektedir. Bu bağlamda internet bankacılığı hizmetini sunan bankalar açısından müşterilerinin bu konudaki düşüncelerinin analiz edilmesi stratejik öneme sahiptir. Çalışma akademisyenlerin internet bankacılığı ile ilgili düşünce, tutum ve davranışlarını tespit ve analiz etme amacına odaklanmıştır. Algı ve tutumları ölçmeye yönelik yapılan çalışmalarda en çok kullanılan öznel ölçüt türü anket çalışmalarıdır. Dolayısıyla çalışmada katılımcıların internet bankacılığı konusundaki algı ve tutumları tespit ve analiz edilmeye çalışıldığı için anket yöntemi tercih edilmiştir. Bu bağlamda Mayıs 2011 tarihinde Erzincan Üniversitesi’nde görev yapan akademisyenlerin internet bankacılığı konusundaki algı ve düşüncelerini analiz edebilmek amacıyla bir alan araştırması gerçekleştirilmiştir. Araştırmanın evreni Erzincan Üniversitesi’nin çeşitli birimlerinde çalışan 387 akademisyen olarak belirlenmiştir. Tesadüfî örneklem yöntemi ile belirlenen 140 akademisyen ise araştırmanın örneklemini oluşturmuştur. Araştırma kapsamında dağıtılan anket formlarından geri dönen ve tutarlı cevaplara sahip anketlerdeki veriler SPSS 17.00 programına yüklenmiş ve analiz edilmiştir.

Anahtar Kelimeler

İnternet, Bilişim Teknolojisi, İnternet Bankacılığı, Akademisyen, Erzincan Üniversitesi