İlişkisel pazarlama perspektifi ile bireysel mobil bankacılıkta hizmet kalitesinin değerlendirilmesi ve bir uygulama
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2023
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İnsansız teknolojilerin gelişimi pazarlamanın işleyişini tümüyle değiştirmiştir. İçinde bulunduğumuz 21.yüzyılda bankacılık hizmetlerinin dijitalleşmesi, online müşteri ilişkilerinin nasıl yapılacağını anlamaya yönelik fikirleri önemli hale getirmiştir. Günümüzde bankaların ilişkisel pazarlama faaliyetlerini anlayıp geliştirebilmeleri yazılım uzmanları, pazarlamacılar ve dijital antropologların multidisipliner işbirliği ile mümkündür. Online ilişkisel pazarlama, geleneksel ilişkisel pazarlama teorisine dayalı olarak geliştirilmiştir. Bu araştırma bankacılık sektörünün Pazarlama 5.0 anlayışı ile gerçekleştirilen hizmetlerine katkı sağlamaktadır. Bu çalışmada Türkiye'de faaliyet gösteren mevduat bankalarının mobil hizmet kalitelerinin, ilişkisel pazarlama perspektifi ile bireysel bankacılık müşterilerinin ilişki kalitesi algılarına etkisi araştırılmıştır. Bireysel mobil bankacılık uygulamalarında hizmet kalitesi standartları olarak Güvenlik/Gizlilik, Kolaylık, Tasarım/Estetik, Sosyallik ve Keyif boyutları değerlendirilmiştir. İlişkisel pazarlama perspektifi açısından da ilişki kalitesinde Güven, Bağlılık, Memnuniyet boyutları incelenmiştir. Yapısal Eşitlik Modeli ile elde edilen sonuçlar yorumlanarak, bireysel mobil bankacılık uygulamalarındaki hizmet kalitesinin, ilişkisel pazarlama perspektifi açısından ilişki kalitesine etkisinin yönü ve şiddeti analiz edilmiştir.
The development of unmanned technologies completely has changed the way marketing works. In the 21st century we live in, the digitalization of banking services has made it important to understand how to do online customer relations. Today, it is possible for banks to understand and develop their relationship marketing activities with the multidisciplinary collaboration of software specialists, marketers and digital anthropologists. Online relationship marketing is based on traditional relationship marketing theory. This research contributes to the services of the banking sector carried out with the concept of Marketing 5.0. This study investigated the effect of the online service quality in the mobile banking applications of the deposit banks operating in Turkey with the relational marketing perspective on the relationship quality perceptions on retail banking customers. In retail mobile banking applications, Security/Privacy, Convenience, Design/Aesthetics, Sociability and Pleasure was evaluated study dimensions as service quality standards. In terms of also relational marketing perspective, the dimensions of Trust, Loyalty and Satisfaction were studied in relation quality. By interpreting the results obtained with the Structural Equation Model, the direction and severity of the effect of service quality in retail mobile banking applications on relationship quality, in terms of a relationship marketing perspective, were analyzed.
The development of unmanned technologies completely has changed the way marketing works. In the 21st century we live in, the digitalization of banking services has made it important to understand how to do online customer relations. Today, it is possible for banks to understand and develop their relationship marketing activities with the multidisciplinary collaboration of software specialists, marketers and digital anthropologists. Online relationship marketing is based on traditional relationship marketing theory. This research contributes to the services of the banking sector carried out with the concept of Marketing 5.0. This study investigated the effect of the online service quality in the mobile banking applications of the deposit banks operating in Turkey with the relational marketing perspective on the relationship quality perceptions on retail banking customers. In retail mobile banking applications, Security/Privacy, Convenience, Design/Aesthetics, Sociability and Pleasure was evaluated study dimensions as service quality standards. In terms of also relational marketing perspective, the dimensions of Trust, Loyalty and Satisfaction were studied in relation quality. By interpreting the results obtained with the Structural Equation Model, the direction and severity of the effect of service quality in retail mobile banking applications on relationship quality, in terms of a relationship marketing perspective, were analyzed.
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Bankacılık, Banking