MOBİL BANKACILIK UYGULAMALARININ SADAKAT TUTUMUNA ETKİSİ: NİCEL BİR ARAŞTIRMA

Year 2020, Volume: 23 Issue: 44, 977 - 999, 31.12.2020

Ece Armağan , Yeliz Çal

https://doi.org/10.31795/baunsobed.698255

Cited By: 1

Abstract

Mobil teknolojilerin hızlı bir biçimde yaygınlaşması ve günlük yaşamın ayrılmaz bir parçası haline gelmesiyle beraber ticari bankalar, inovatif stratejiler doğrultusunda bankacılık işlemlerini mobil platforma taşıyan kullanıcı dostu mobil uygulamalar geliştirmek konusunda rekabet içerisine girmiş durumdadır. Standartlaşmış ürünlerin hâkim olduğu bankacılık sektöründe tüketicinin bankaya olan sadakatini etkileyebilecek faktörlerden birinin de mobil bankacılık uygulamaları olduğu düşünülmektedir.
Bu çalışmada, bankaların mobil bankacılık uygulamaları odak noktasına alınmış ve bu uygulamalara yönelik geliştirilen performans algısının, bankaya karşı sadakat tutumuna olan etkisi nicel bir araştırma kapsamında incelenmiştir. Araştırmada, 18 yaş üzeri mobil bankacılık uygulamalarını kullanan tüketicilerden oluşan 212 katılımcıya ulaşılmıştır. Anket uygulamasından elde edilen materyal üzerinde araştırma değişkenleri arasındaki ilişkilere yönelik yapılan korelasyon ve regresyon analizleri sonucunda mobil bankacılık uygulamalarının performansını içeren değişkenlerin tamamının sadakat tutumu ile güçlü düzeyde ilişkili olduğu tespit edilmiştir.

Keywords

Mobil Bankacılık Uygulamaları, Performans, Sadakat

Supporting Institution

Adnan Menderes Üniversitesi

Project Number

0000-0001

The Effect of Mobile Banking Applications on Loyalty Attitude: A Quantitative Research

Abstract

With the rapid spread of mobile technologies and becoming an inseparable part of daily life, commercial banks have entered into competition to develop user-friendly mobile applications that carry banking transactions to the mobile platform in line with innovative strategies. In the banking sector where standardized products dominate, one of the factors that may affect consumer loyalty to the bank is thought to be mobile banking applications. In this study, mobile banking applications have been taken into focus and the effect of performance perception developed on these applications on loyalty towards the bank has been examined within the scope of a quantitative research. Within the framework of the quantitative research, 212 participants were reached from consumers using mobile banking applications over the age of 18. As a result of the correlation and regression analyzes on the relationships between research variables on the material obtained from the survey application, it was found that all variables including the performance of mobile banking applications were strongly related to loyalty attitude of mobile banking users.

Keywords

Mobile Banking Applications, Performance, Loyalty

Project Number

0000-0001

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