İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA

Year 2019, Issue: 24, 93 - 114, 24.07.2019

Ümit Başaran , Filiz Aksoy

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

Abstract

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.

Keywords

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

Abstract

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.

References

• 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.