Publication: Hizmet sektöründe teknolojiye dayalı self servis uygulamalarına ilişkin müşteri memnuniyetinin müşteri bağımlılığı üzerine etkisi: elektronik bankacılık faaliyetlerine yönelik bir araştırma
Abstract
Hizmet sektöründe teknolojinin işletme çalışanı yerine kullanımı giderek artmaktadır. Teknolojinin hizmet sunumunda etkin biçimde kullanılması, uygun hizmetlerin teknolojiyle veya teknoloji destekli gerçekleştirilmesi sonucunda mümkün olacaktır. Self servis seçeneklerin uygulanmasında çoğu hizmet işletmesi müşterilere daha hızlı ve daha iyi hizmet sunmayı ummaktadır. Müşterilerin hizmeti self servis aldığı bu uygulamaların artan kullanımı cevaplanmaya ihtiyaç duyulan farklı soruları beraberinde getirmiştir. Bu çalışmada teknolojinin hizmet çalışanları yerine kullanıldığı durumlarda, müşteri-işletme bağlantısını nasıl etkilediği araştırılmıştır. Çalışmanın temel amacı; müşterilerin sahip oldukları kişisel özellikler (yenilikçilik, kişisel yetkinlik, ilgilenim ve kullanım karakteristikleri) de dikkate alınarak teknolojiye dayalı self servis sunumlarına ilişkin memnuniyet belirleyicilerinin tespit edilmesine ve müşteri bağımlılığı üzerindeki etkisinin anlaşılmasına katkıda bulunmaktır. Name and Surname: Gülnil AYDIN Field: Business Administration Programme: Production Management and Marketing Supervisor: Professor Aypar Topkara USLU Degree Awarded and Date: Phd - July 2005 Self-service Technologies, Customer Participation, Technological Innovation, Customer Satisfaction, Customer Loyalty
THE EFFECTS OF CUSTOMER SATISFACTION FOR TECHNOLOGY BASED SELF SERVICE ON CUSTOMER LOYALTY: A RESEARCH FOR ELECTRONIC BANKING IMPLICATIONS In service industry, technology replaces human element more and more. The efficient and effective use technology in service offerings will be possible by the optimal combination of technology and technology support systems with appropriate services. Most of the service organizations are looking forward to serve their customers faster and better with self-service options. Applications of self-service options and their usage by customers brought new problems to be solved and a broad range of questions to be answered. In this research customer relationships with organization are investigated in situations where technology replaces service workers. The first objective of this study is to give some guidance to service providers in determining the basic customer satisfaction elements in their self-service offerings and the second objective is to understand the effect of self-service offerings on customer loyalty by taking into considerations customer characteristics such as innovativeness, self-efficiency, involvement, experience.
THE EFFECTS OF CUSTOMER SATISFACTION FOR TECHNOLOGY BASED SELF SERVICE ON CUSTOMER LOYALTY: A RESEARCH FOR ELECTRONIC BANKING IMPLICATIONS In service industry, technology replaces human element more and more. The efficient and effective use technology in service offerings will be possible by the optimal combination of technology and technology support systems with appropriate services. Most of the service organizations are looking forward to serve their customers faster and better with self-service options. Applications of self-service options and their usage by customers brought new problems to be solved and a broad range of questions to be answered. In this research customer relationships with organization are investigated in situations where technology replaces service workers. The first objective of this study is to give some guidance to service providers in determining the basic customer satisfaction elements in their self-service offerings and the second objective is to understand the effect of self-service offerings on customer loyalty by taking into considerations customer characteristics such as innovativeness, self-efficiency, involvement, experience.