Year 2019, Volume , Issue 24, Pages 93 - 114 2019-07-24

A RESEARCH ON THE ANALYSIS OF E-SERVICE QUALITY IN ONLINE BANKING
İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA

Ümit BAŞARAN [1] , Filiz AKSOY [2]

108 64

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.

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.

Hizmet Kalitesi, Elektronik Hizmet Kalitesi, E-Hizmet Kalitesi, İnternet Bankacılığı, Yapısal Eşitlik Modellemesi
  • Akinci, S., Atilgan Inan, E. ve Aksoy, S. (2010). Re-Assessment of E-S-Qual and E-Recs-Qual in a Pure Service Setting. Journal of Business Research, 63, 232-240.
  • Anderson, J. C. ve Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
  • Barnes, S. ve Vidgen, R. (2000). WebQual: An Exploration of Web-Site Quality. 8th European Conference on Information Systems, 298-305, Vienna.
  • Bauer, H. H., Falk, T. ve Hammerschmidt, M. (2006). eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research, 59, 886-875.
  • Bauer, H. H., Hammerschmidt M. Ve Falk, T. (2005). Measuring the Quality of E-Banking Portals. International Journal of Bank Marketing, 23(2), 153-175.
  • Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92(4), 500-517.
  • Boulding, W., Kalra, A., Staelin R. ve Zeithaml V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30, 7-27.
  • Bressolles, G., Durrieu, F. ve Senecal, S. (2014). A Consumer Typology Based on E-Service Quality and E-Satisfaction. Journal of Retailing and Consumer Services, 21, 889-896.
  • Byrne, B. M. (2010). Structural Equation Modeling with Amos: Basic Concepts, Applications and Programming (2nd ed.). New York, NY: Routledge Taylor and Francis Group.
  • Carman, J. M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-55.
  • Collier, J. E. ve Bienstock, C. C. (2006). Measuring Service Quality in E-Retailing. Journal of Service Research, 8(3), 260-275.
  • Cronin, J. J. ve Taylor S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68.
  • Cronin, J. J. ve Taylor, S. A. (1994). SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58, 125-131.
  • Finn, D. W. Ve Lamb, C. W. (1991). An Evaluation of the SERVQUAL Scales in a Retailing Setting. Advances in Consumer Research, 18, 483-490.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Garvin, D. A. (1983). Quality on the Line. Harvard Business Review, September-October 1983, 65-75.
  • Hair, J. F., Anderson, R. E., Tatham, R. L., ve Black, W. C. (1998). Multivariate Data Analysis (5th ed.). New Jersey, NJ: Prentice-Hall Inc.
  • Hoffman, K. D. ve Bateson, J. E. G. (2011). Services Marketing: Concepts, Strategies and Cases (4th ed.). USA: South-Western Cengage Learning.Hoyle, D. (2007). Quality Management Essentials (1st ed.). Great Britain: Elsevier Limited.
  • Jain, S. K. ve Gupta, G. (2004). Measuring Service Quality: SERVQUAL vs. SERVPERF Scales. Vikalpa, 29(2), 25-37.
  • Kim, H. B., Kim, T. T. ve Shin, S. W. (2009). Modeling Roles of Subjective Norms and Etrust in Customers’ Acceptance of Airline B2C Ecommerce Websites. Tourism Management, 30(2), 266-277.
  • Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). New York, NY: The Guilford Press.
  • Kotler, P. ve Keller, K. L. (2016). Marketing Management (Global ed.). USA: Pearson Education Inc.Ladhari, R. ve Leclerc, A. (2013). Building Loyalty with Online Financial Services Customers: Is There a Gender Difference?. Journal of Retailing and Consumer Services, 20, 560-569.
  • Lee, F. H. ve Wu, W. Y. (2011). Moderating Effects of Technology Acceptance Perspectives on E-Service Quality Formation: Evidence from Airline Websites in Taiwan. Expert Systems with Applications, 38, 7766-7773.
  • Lee, G. G. ve Lin, H. F. (2005). Customer Perceptions of E-Service Quality in Online Shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
  • Liu, B. Q. ve Goodhue, D. L. (2008). An Exploration of the Hygiene and Motivator Aspects of WebQual Constructs in Predicting Website Reuse. Annual Hawaii International Conference on System Sciences, 280, Waikoloa, HI, USA.
  • Nunnally, J. C. ve Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York, NY: McGraw-Hill Inc.
  • Oakland, J. S. (2003). Total Quality Management: Text with Cases (3rd ed.). Great Britain: Butterwoth-Heinemann Publications.
  • Öztürk, S. A. (2008). Hizmet Pazarlaması (8. Baskı). Eskişehir: Ekin Basım Yayın Dağıtım.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
  • Parasuraman, A., Zeithaml, V. A. ve Malhotra, A. (2005). E-S-QUAL : A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
  • Raykov, T., ve Marcoulides, G. A. (2006). A First Course in Structural Equation Modeling (2nd ed.). New Jersey, NJ: Lawrence Erlbaum Associates.
  • Santos, J. (2003). E-Service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
  • Schumacker, R. E., ve Lomax, R. G. (2004). A Beginner’s Guide to Structural Equation Modelling (2nd ed.). New Jersey, NJ: Lawrence Erlbaum Associates.
  • Sekaran, U. (2013). Research Methods for Business: A Skill Building Approach (4th ed.). New York, NY: John Wiley & Sons Inc.
  • TUİK (2019). Erişim Adresi http://www.tuik.gov.tr/Start.do
  • Udo, G., Bagchi, K. K. ve Kirs, P. J. (2010). An Assessment of Customers’ E-Service Quality Perception, Satisfaction and Intention. International Journal of Information Management, 30, 481-492.
  • Wolfinbarger, M. ve Gilly, M. C. (2003). eTailQ: Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing, 79, 183-198.
  • Yang, Z. ve Jun, M. (2002). Consumer Perception of E-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives. Journal of Business Strategies, 19(1), 19-41.
  • Yoo, B. ve Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.Zeithaml, V. A., Parasuraman, A. ve Malhotra, A. (2000). A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice. Working Paper, Marketing Science Institute.
  • Zeithaml, Valarie A., Parasuraman, A. ve Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.
  • Zhang, X. ve Prybutok, V. R. (2005). A Consumer Perspective of E-Service Quality. IEEE Transactions on Engineering Management, 52(4), 461-477.
Primary Language tr
Subjects Social
Journal Section Articles
Authors

Author: Ümit BAŞARAN (Primary Author)
Country: Turkey


Author: Filiz AKSOY

Dates

Publication Date: July 24, 2019

Bibtex @research article { ulikidince558876, journal = {Uluslararası İktisadi ve İdari İncelemeler Dergisi}, issn = {1307-9832}, eissn = {1307-9859}, address = {Kenan ÇELİK}, year = {2019}, volume = {}, pages = {93 - 114}, doi = {10.18092/ulikidince.558876}, title = {İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA}, key = {cite}, author = {BAŞARAN, Ümit and AKSOY, Filiz} }
APA BAŞARAN, Ü , AKSOY, F . (2019). İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (24), 93-114. DOI: 10.18092/ulikidince.558876
MLA BAŞARAN, Ü , AKSOY, F . "İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA". Uluslararası İktisadi ve İdari İncelemeler Dergisi (2019): 93-114 <http://dergipark.org.tr/ulikidince/issue/47284/558876>
Chicago BAŞARAN, Ü , AKSOY, F . "İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA". Uluslararası İktisadi ve İdari İncelemeler Dergisi (2019): 93-114
RIS TY - JOUR T1 - İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA AU - Ümit BAŞARAN , Filiz AKSOY Y1 - 2019 PY - 2019 N1 - doi: 10.18092/ulikidince.558876 DO - 10.18092/ulikidince.558876 T2 - Uluslararası İktisadi ve İdari İncelemeler Dergisi JF - Journal JO - JOR SP - 93 EP - 114 VL - IS - 24 SN - 1307-9832-1307-9859 M3 - doi: 10.18092/ulikidince.558876 UR - https://doi.org/10.18092/ulikidince.558876 Y2 - 2019 ER -
EndNote %0 International Journal of Economics and Administrative Studies İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA %A Ümit BAŞARAN , Filiz AKSOY %T İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA %D 2019 %J Uluslararası İktisadi ve İdari İncelemeler Dergisi %P 1307-9832-1307-9859 %V %N 24 %R doi: 10.18092/ulikidince.558876 %U 10.18092/ulikidince.558876
ISNAD BAŞARAN, Ümit , AKSOY, Filiz . "İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA". Uluslararası İktisadi ve İdari İncelemeler Dergisi / 24 (July 2019): 93-114. https://doi.org/10.18092/ulikidince.558876
AMA BAŞARAN Ü , AKSOY F . İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA. IJEAS. 2019; (24): 93-114.
Vancouver BAŞARAN Ü , AKSOY F . İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA. Uluslararası İktisadi ve İdari İncelemeler Dergisi. 2019; (24): 114-93.