İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2019, Sayı: 24, 93 - 114, 24.07.2019

Ümit Başaran , Filiz Aksoy

https://doi.org/10.18092/ulikidince.558876

Öz

Bu çalışmada internet bankacılığında e-hizmet kalitesi
bileşenlerinin hangi değişkenlerden meydana geldiği araştırılmakta ve bu
bileşenlerin müşterilerin genel e-hizmet kalitesi algısı üzerindeki etkileri belirlenmeye
çalışılmaktadır. Bununla birlikte, internet bankacılığında genel e-hizmet
kalitesi, müşteri memnuniyeti, tekrar satın alma niyeti ve ağızdan ağıza
iletişim değişkenleri arasındaki ilişkiler incelenmektedir. Bu amaçlarla kota
örneklemesi yöntemiyle seçilen ve internet bankacılığı kullanan 875 tüketici
üzerinde anket uygulaması gerçekleştirilmiştir. Elde edilen veriler
çerçevesinde çalışmanın hipotezleri yapısal eşitlik modellemesi ile analiz
edilmiştir. Çalışma bulguları e-hizmet kalitesi bileşenlerinin bilgi kalitesi,
estetik, işlem süreci, uygunluk, hizmet çeşitliliği, fiyat teklifleri,
kişiselleştirme, işlem doğruluğu, hizmet seviyesi, iade politikaları, güvenlik
ve gizlilik değişkenlerinden oluştuğunu göstermektedir. Genel e-hizmet kalitesi
üzerinde işlem doğruluğu, gizlilik, estetik, işlem süreci, güvenlik, bilgi
kalitesi, kişiselleştirme ve fiyat teklifleri değişkenlerinin etkili olduğu
tespit edilmiştir. Genel e-hizmet kalitesi, müşteri memnuniyeti, tekrar satın
alma niyeti ve ağızdan ağıza iletişim değişkenleri arasında yüksek etkili
ilişkiler saptanmıştır. Elde edilen bu bulgulardan yola çıkılarak literatüre ve
uygulamaya yönelik birtakım çıkarım ve önerilerde bulunulmaktadır.

Anahtar Kelimeler

Hizmet Kalitesi, Elektronik Hizmet Kalitesi, E-Hizmet Kalitesi, İnternet Bankacılığı, Yapısal Eşitlik Modellemesi

A RESEARCH ON THE ANALYSIS OF E-SERVICE QUALITY IN ONLINE BANKING

Öz

In this study, components of the e-service quality in online banking are
investigated and the effects of these components on the perception of
customers' overall e-service quality are tried to be determined. In addition, the relationships between general e-service quality,
customer satisfaction, repurchase intention and word of mouth communication are
examined. For these purposes, a survey is conducted
on 875 consumers using online banking, and selected by quota sampling. The hypotheses of the study are tested by structural equation modeling. The findings show that e-service quality
components consist of information quality, aesthetics, transaction process,
convenience, service selection, price offerings, personalization, transaction
accuracy, service level, return policies, security and privacy variables. It is determined that transaction accuracy, privacy, aesthetics,
transaction process, security, information quality, personalization and price
offerings have an effect on the overall e-service quality. Also, highly
effective relationships are stated between overall e-service quality, customer
satisfaction, repurchase intention and word of mouth communication. Based on
these findings, several implications and suggestions are made for the literature
and the practice.

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