Publication: Türkiye’de internet bankacılığında müşteri memnuniyeti : kamu ve özel bankaların karşılaştırılması
Abstract
Bankacılık sektörünün mevcut durumuna bakıldığında, internet hizmetlerininhızlı bir şekilde gelişme içerisinde olduğu görülmektedir. İnternet üzerinden sunulanhizmetlerin hızlı gelişimi neticesinde bankaların müşterilerine yaklaşım biçimleri de hızlıbir şekilde değişmeye başlamıştır. Bankalar tarafından söz konusu hizmetlerinin dahaetkili bir şekilde sürdürülmesi adına katlanılmakta olan tüm alt yapı çalışmalarınınmaliyetlerinin karşılanması için müşterilerin hızlı bir şekilde bu alana yönlendirilmesigerekmektedir. Teknolojide yaşanan gelişmelere uyum göstermek adına önemliçalışmalar yürütmekte olan Türk bankaları tarafından da müşterilere sunulmakta olanhizmetin kalitesi düzenli bir şekilde artmaktadır. Yaşanan gelişmelere de paralel olarakbankacılık sektörünün değişimi hızlı bir şekilde sürmektedir.Bu çalışmada Türkiye'de ikamet eden, özel ya da kamu banklarının mobilbankacılık uygulamalarını ya da internet sitelerini aktif olarak kullanan bankamüşterilerinin müşteri memnuniyetlerinin araştırılması amaçlanmıştır. Araştırmanınevrenini kamu ya da özel bankaların internet / mobil bankacılık uygulamalarındanfaydalanan, 18 yaşından büyük bireyler meydana getirmektedir. Türkiye Bankalar Birliği(2019)'nin raporuna göre Ekim-Aralık 2018 periyodu içerisinde en bir defa bankalarıninternet / mobil uygulamalarına giriş yapmış aktif bireysel dijital bankacılık müşterisitoplamda 42 milyon 288 bin kişi olarak belirlenmiştir. Örneklem sayısı 349 kişi olarakbelirlenmiş ve örneklem için hesaplanan kişi sayısına ulaşılması için kolayda örneklemeyöntemi kullanılmış ve örneklem için gerekli kriterleri sağlayan bireylere anket ifadeleriyöneltilmiştir.Araştırmanın veri toplama ve analizinde nicel yönteme başvurulmuş olup, veritoplama aracı olarak anket kullanılmıştır. Araştırmada yer alan veri toplama araçlarıbanka müşterilerine online olarak uygulanmıştır. Türkiye'de internet / mobil bankacılıkhizmeti kullanan özel ve kamu bankası müşterileri üzerine yapılan araştırmada elde edilenverilerin analizinde SPSS 20 kullanılmıştır. Müşterilerin sosyodemografik veinternet / mobil bankacılık uygulaması kullanma niteliklerine göre dağılımları yüzde ve iifrekans ile gösterilmiştir. Geçerlilik ve güvenirlik analizi sonucunda yeniden faktörleşenalt boyutlardan alınan puanların normal dağılım gösterdiği tespit edilmiş olup, çeşitlideğişkenlere göre farklılaşma durumlarının incelenmesinde parametrik testlerkullanılmıştır. Araştırma sonucunda elde edilen bulgular %95 güven düzeyindedeğerlendirilmiştir.Sonuç olarak, araştırmaya katılım gösteren mobil / internet bankacılıkuygulamaları kullanan banka müşterilerinin internet / mobil bankacılığında sık olarakyapılan üç banka işleminin sırasıyla kredi kartına ait işlemler, ödeme ile ilgili işlemler vehesapların takibi ile ilgili işlemler olduğu belirlenmiştir. Mobil / internet bankacılıkuygulamaları kullanan banka müşterilerinin banka ve uygulamalar ile ilgilideğerlendirmelerinin cinsiyete, medeni duruma ve banka türüne göre farklılaşmadığıtespit edilmiştir. Buna karşılık bu değerlendirmelerin yaşa, eğitim durumuna, aylık gelirdurumuna ve mobil / internet bankacılığı kullanım sıklığına göre farklılaştığıbelirlenmiştir.
The need for change due to the technology does not bring about changes in thepresent situation, however, it constitutes the infrastructure for the change of manyconcepts. Within the development policies implemented, a more challenging environmentemerged with the development of the market and the concept of time becoming moreimportant. Emerging developments made it necessary for structural banks to change andrevise the services they offer. The focus of these revisions was on internet services.When the current situation of the banking sector is analyzed, it is seen that theinternet services are developing rapidly. As a result of the rapid development of theservices offered over the internet, the approach of banks to their customers has started tochange rapidly. In order to cover the costs of all infrastructure works undertaken by banksin order to maintain these services more effectively, customers should be directed to thisarea quickly. Accordingly, the reasons why banks use internet banking should beexamined and evaluated in detail.The quality of the service offered to the customers by Turkish banks, which arecarrying out important works in order to adapt to the developments in the technology,increases regularly. In parallel with the developments, the change in the banking sectorcontinues rapidly.In this study, residing in Turkey, aimed to investigate or private bank customersactively using mobile banking applications for customer satisfaction or web sites of thepublic benches. The population of the study consists of individuals over the age of 18who use internet / mobile banking applications of public or private banks. The BanksAssociation of Turkey (2019) 's according to a report from October to December 2018period, the bank at a time in internet / logged into their mobile app active individual digitalbanking customers has been identified as 42 million 288 thousand people in total. Thesample number was determined as 349 people and the sampling method was easily usedto reach the number of people calculated for the sample and the questionnaire wasdirected to the individuals who met the criteria for sampling.ivQuantitative method was used in the data collection and analysis of the researchand a questionnaire was used as a data collection tool. The data collection tools includedin the research were applied to bank customers online. Turkey internet / mobile bankingservices to private and public banks using the research on the analysis of customer dataobtained using SPSS 20 software was used. The distribution of customers according totheir sociodemographic and internet / mobile banking application qualifications is shownin percentage and frequency. As a result of the validity and reliability analysis, it wasfound that the scores obtained from the re-factorized sub-dimensions showed normaldistribution and parametric tests were used to examine the differentiation cases accordingto various variables. Findings obtained from the study were evaluated at 95% confidencelevel.As a result, it was determined that the three bank transactions of the bankcustomers using the mobile / internet banking applications participating in the researchare the transactions related to the credit card, payment transactions and the tracking of theaccounts, respectively. It was determined that the evaluations of the bank customers usingmobile / internet banking applications regarding the bank and applications did not differaccording to gender, marital status and type of bank. On the other hand, it was determinedthat these assessments differ according to age, education, monthly income and frequencyof mobile / internet banking usage.
The need for change due to the technology does not bring about changes in thepresent situation, however, it constitutes the infrastructure for the change of manyconcepts. Within the development policies implemented, a more challenging environmentemerged with the development of the market and the concept of time becoming moreimportant. Emerging developments made it necessary for structural banks to change andrevise the services they offer. The focus of these revisions was on internet services.When the current situation of the banking sector is analyzed, it is seen that theinternet services are developing rapidly. As a result of the rapid development of theservices offered over the internet, the approach of banks to their customers has started tochange rapidly. In order to cover the costs of all infrastructure works undertaken by banksin order to maintain these services more effectively, customers should be directed to thisarea quickly. Accordingly, the reasons why banks use internet banking should beexamined and evaluated in detail.The quality of the service offered to the customers by Turkish banks, which arecarrying out important works in order to adapt to the developments in the technology,increases regularly. In parallel with the developments, the change in the banking sectorcontinues rapidly.In this study, residing in Turkey, aimed to investigate or private bank customersactively using mobile banking applications for customer satisfaction or web sites of thepublic benches. The population of the study consists of individuals over the age of 18who use internet / mobile banking applications of public or private banks. The BanksAssociation of Turkey (2019) 's according to a report from October to December 2018period, the bank at a time in internet / logged into their mobile app active individual digitalbanking customers has been identified as 42 million 288 thousand people in total. Thesample number was determined as 349 people and the sampling method was easily usedto reach the number of people calculated for the sample and the questionnaire wasdirected to the individuals who met the criteria for sampling.ivQuantitative method was used in the data collection and analysis of the researchand a questionnaire was used as a data collection tool. The data collection tools includedin the research were applied to bank customers online. Turkey internet / mobile bankingservices to private and public banks using the research on the analysis of customer dataobtained using SPSS 20 software was used. The distribution of customers according totheir sociodemographic and internet / mobile banking application qualifications is shownin percentage and frequency. As a result of the validity and reliability analysis, it wasfound that the scores obtained from the re-factorized sub-dimensions showed normaldistribution and parametric tests were used to examine the differentiation cases accordingto various variables. Findings obtained from the study were evaluated at 95% confidencelevel.As a result, it was determined that the three bank transactions of the bankcustomers using the mobile / internet banking applications participating in the researchare the transactions related to the credit card, payment transactions and the tracking of theaccounts, respectively. It was determined that the evaluations of the bank customers usingmobile / internet banking applications regarding the bank and applications did not differaccording to gender, marital status and type of bank. On the other hand, it was determinedthat these assessments differ according to age, education, monthly income and frequencyof mobile / internet banking usage.