Publication: Bankacılık sektöründe dijitalleşme sürecinin müşteri deneyimi ve hizmet kalitesi üzerindeki etkisi
Abstract
Bu çalışmada dijital bankacılıkta algılanan hizmet kalitesi ile algılanan müşteri deneyimi kavramları arasındaki ilişki araştırılmıştır. Bu bağlamda her iki kavram dijital bir ürün/ hizmet kapsamında ölçülmüştür. Ayrıca demografik etkenlerin hizmet kalitesi ve müşteri deneyimine etkisi incelenmiştir. Çalışmada nicel araştırma yöntemi kullanılmıştır. Bu doğrultuda algılanan hizmet kalitesini ölçmek için E-S-QUAL Hizmet Kalite Ölçeğinden, algılanan müşteri deneyimini ölçmek içinse EXQ Müşteri Deneyimi Kalite Ölçeğinden faydalanılmıştır. Çalışma Türkiye’de katılım bankacılığı sektöründe faaliyet gösteren A Bankasının internet ve / veya mobil şubesini kullanan müşterileri kapsamaktadır. Araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Araştırmada örnek seçimi, amaçlı örnekleme yöntemi ile belirlenmiştir. Anket sonuçları SPSS 22 versiyon analiz edilmiştir. Çalışmada algılanan hizmet kalitesi kavramı tek boyut altında, algılanan müşteri deneyimi boyutu ise iki boyut altında ölçülmüştür. Analizi sonucunda hizmet kalitesi ile müşteri deneyiminin alt boyutları olan; ürün deneyimi ve duygusal deneyim arasında pozitif yönde anlamlı ilişkiye sahip olduğunu tespit edilmiştir. Çalışmada ayrıca algılanan hizmet kalitesi ile algılanan müşteri deneyimi kavramlarının demografik farklılıklardan etkilenip etkilenmediği analiz edilmiştir. Analiz sonucunda müşterilerin; cinsiyet, yaş, öğrenim durumu kriterlerine göre algılanan hizmet kalitesi ve algılanan müşteri deneyimlerinde fark tespit edilmemiştir. Ayrıca kullanım sıklığı analiz edildiğinde algılanan hizmet kalitesinde fark tespit edilmemiş fakat algılanan müşteri deneyimi boyutlarından; ürün deneyimi ve duygusal deneyim arasında farklılık saptanmıştır. Bu göre, yüksek kullanım sıklığına sahip müşterilerin hem ürün deneyimi hem de duygusal deneyim skorlarının anlamlı bir şekilde daha yüksektir.
In this study, the relationship between perceived service quality and perceived customer experience in digital banking was investigated. In this context, both concepts were measured within the scope of a digital product/ service. In addition, the effects of demographic factors on service quality and customer experience were examined. Quantitative research method was used in the study. In this direction, the E-S-QUAL Service Quality Scale was used to measure the perceived service quality, and the EXQ Customer Experience Quality Scale was used to measure the perceived customer experience. The study covers customers using the internet and/ or mobile branch of Bank A, which operates in the participation banking sector in Turkey. Questionnaire form was used as data collection tool in the research. Sample selection in the study was determined by purposive sampling method. The survey results were analyzed with the SPSS 22 version program. In the study, the concept of perceived service quality was measured under one dimension, and the perceived customer experience dimension was measured under two dimensions. As a result of the analysis, the sub-dimensions of service quality and customer experience; It has been determined that there is a positive significant relationship between product experience and emotional experience. The study also analyzed whether the concepts of perceived service quality and perceived customer experience are affected by demographic differences. As a result of the analysis, customers; No difference was found in perceived service quality and perceived customer experience according to gender, age, and educational status criteria. In addition, when the frequency of use was analyzed, no difference was found in the perceived service quality, but from the perceived customer experience dimensions; There was a difference between product experience and emotional experience. According to this, both product experience and emotional experience scores of customers with high frequency of use are significantly higher.
In this study, the relationship between perceived service quality and perceived customer experience in digital banking was investigated. In this context, both concepts were measured within the scope of a digital product/ service. In addition, the effects of demographic factors on service quality and customer experience were examined. Quantitative research method was used in the study. In this direction, the E-S-QUAL Service Quality Scale was used to measure the perceived service quality, and the EXQ Customer Experience Quality Scale was used to measure the perceived customer experience. The study covers customers using the internet and/ or mobile branch of Bank A, which operates in the participation banking sector in Turkey. Questionnaire form was used as data collection tool in the research. Sample selection in the study was determined by purposive sampling method. The survey results were analyzed with the SPSS 22 version program. In the study, the concept of perceived service quality was measured under one dimension, and the perceived customer experience dimension was measured under two dimensions. As a result of the analysis, the sub-dimensions of service quality and customer experience; It has been determined that there is a positive significant relationship between product experience and emotional experience. The study also analyzed whether the concepts of perceived service quality and perceived customer experience are affected by demographic differences. As a result of the analysis, customers; No difference was found in perceived service quality and perceived customer experience according to gender, age, and educational status criteria. In addition, when the frequency of use was analyzed, no difference was found in the perceived service quality, but from the perceived customer experience dimensions; There was a difference between product experience and emotional experience. According to this, both product experience and emotional experience scores of customers with high frequency of use are significantly higher.