İNTERNET BANKACILIĞINDA E-HİZMET KALİTESİNİN ANALİZİ ÜZERİNE BİR ARAŞTIRMA

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.

Anahtar Kelimeler:

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

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.

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