A field study on the effect of customer experience in mobile banking, quality, customer satisfaction, and customer loyalty: Edirne example

Mehmet Arda Yılmaz; Nevin Altuğ

Makale detayları

A field study on the effect of customer experience in mobile banking, quality, customer satisfaction, and customer loyalty: Edirne example

Yazarlar:

Mehmet Arda Yılmaz | Nevin Altuğ

Yayıncı:

Trakya University

Ana Başlıklar:

Finansal Kurumlar

Dergi:

Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi Vol.12 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290881

pISSN:

2147-2483

Anahtar kelimeler:

Özet:

 Customer-oriented marketing understanding and approaches, which have become very important in service businesses, have come to the forefront all over the world in recent years. Enterprises have realized that not only the quality of services and products but also the quality of customer experience, which includes the concept of customer experience and quality, is important for customers. For todays banking sector, which is a type of service enterprise where competition is intense, it is of great importance that the customer portfolio can be protected and increased. Banks have realized the importance of continuously improving the quality of customer experience in a continuous way with the mobile applications they offer to their customers. This study was conducted to determine whether the quality of experience of bank customers using mobile banking applications impacts customer satisfaction and loyalty. In order to determine the quality of customer experience, the four-dimensional EXQ scale developed by Klaus and Maklan was used. This scale was applied in Edirne, Turkey in 2019. As a result of the results of the research, the quality of customer experience in mobile banking was collected in three dimensions Inner Peace, Result-Oriented, and Decision Moment. It has been confirmed that these dimensions have a positive effect on customer satisfaction and customer loyalty and that the customer satisfaction variable has a mediating role in its effect on customer loyalty.

 Customer-oriented marketing understanding and approaches, which have become very important in service businesses, have come to the forefront all over the world in recent years. Enterprises have realized that not only the quality of services and products but also the quality of customer experience, which includes the concept of customer experience and quality, is important for customers. For todays banking sector, which is a type of service enterprise where competition is intense, it is of great importance that the customer portfolio can be protected and increased. Banks have realized the importance of continuously improving the quality of customer experience in a continuous way with the mobile applications they offer to their customers. This study was conducted to determine whether the quality of experience of bank customers using mobile banking applications impacts customer satisfaction and loyalty. In order to determine the quality of customer experience, the four-dimensional EXQ scale developed by Klaus and Maklan was used. This scale was applied in Edirne, Turkey in 2019. As a result of the results of the research, the quality of customer experience in mobile banking was collected in three dimensions Inner Peace, Result-Oriented, and Decision Moment. It has been confirmed that these dimensions have a positive effect on customer satisfaction and customer loyalty and that the customer satisfaction variable has a mediating role in its effect on customer loyalty.

 Customer-oriented marketing understanding and approaches, which have become very important in service businesses, have come to the forefront all over the world in recent years. Enterprises have realized that not only the quality of services and products but also the quality of customer experience, which includes the concept of customer experience and quality, is important for customers. For todays banking sector, which is a type of service enterprise where competition is intense, it is of great importance that the customer portfolio can be protected and increased. Banks have realized the importance of continuously improving the quality of customer experience in a continuous way with the mobile applications they offer to their customers. This study was conducted to determine whether the quality of experience of bank customers using mobile banking applications impacts customer satisfaction and loyalty. In order to determine the quality of customer experience, the four-dimensional EXQ scale developed by Klaus and Maklan was used. This scale was applied in Edirne, Turkey in 2019. As a result of the results of the research, the quality of customer experience in mobile banking was collected in three dimensions Inner Peace, Result-Oriented, and Decision Moment. It has been confirmed that these dimensions have a positive effect on customer satisfaction and customer loyalty and that the customer satisfaction variable has a mediating role in its effect on customer loyalty.

 Hizmet işletmelerinde çok önemli hale gelen müşteri odaklı pazarlama anlayışı ve yaklaşımları son yıllarda tüm dünyada ön plana çıkmıştır. İşletmeler sadece hizmet ve ürün kalitesinin değil, aynı zamanda müşteri deneyimi ve kalite kavramını içeren müşteri deneyimi kalitesinin de müşteriler için önemli olduğunu fark etmişlerdir. Hizmet işletmelerinin bir türü olan ve rekabetin yoğun bir şekilde yaşandığı günümüz bankacılık sektörü için müşteri portföyünün korunabilmesi ve artırılabilmesi büyük öneme sahiptir. Bankalar sürekli geliştirerek müşterilerin beğenisine sundukları mobil uygulamalarla müşteri deneyim kalitesinin kesintisiz bir şekilde ölçülebilmesinin önemini fark etmişlerdir. Bu araştırma, mobil bankacılık uygulamasını kullanan banka müşterilerinin deneyim kalitesinin, müşterilerin tatmini ve müşteri sadakati üzerine etkisinin olup olmadığını ortaya koyma amacıyla yapılmıştır. Müşteri deneyim kalitesini belirlemek için Klaus ve Maklan tarafından geliştirilen dört boyutlu EXQ ölçeği kullanılmıştır. Bu ölçek 2019 yılında Türkiyenin Edirne ilinde uygulanmıştır. Araştırmanın bulguları sonucunda mobil bankacılıkta müşteri deneyimi kalitesi İçsel Huzur, Sonuç Odaklılık ve Karar Anı olarak üç boyutta toplanmıştır. Bu boyutların müşteri memnuniyeti ve müşteri sadakati üzerinde olumlu etkisinin olduğu ve müşteri sadakati üzerindeki etkisinde müşteri memnuniyeti değişkeninin aracılık rolü olduğu doğrulanmıştır.

Makale detayları

A field study on the effect of customer experience in mobile banking, quality, customer satisfaction, and customer loyalty: Edirne example

Yazarlar:

Mehmet Arda Yılmaz | Nevin Altuğ

Yayıncı:

Trakya University

Ana Başlıklar:

Finansal Kurumlar

Dergi:

Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi Vol.12 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290881

pISSN:

2147-2483

Mobile Banking

Customer Experience Quality

Customer Loyalty.Mobil Bankacılık

Müşteri Deneyim Kalitesi

Müşteri Sadakati.

Sayı

Makale detayları

A field study on the effect of customer experience in mobile banking, quality, customer satisfaction, and customer loyalty: Edirne example

Yazarlar: Mehmet Arda Yılmaz | Nevin Altuğ

Yayıncı: Trakya University

Ana Başlıklar: Finansal Kurumlar

Dergi: Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi Vol.12 Issue 1, pp.1-29

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001290881

pISSN: 2147-2483

Mobile Banking

Customer Experience Quality

Customer Loyalty.Mobil Bankacılık

Müşteri Deneyim Kalitesi

Müşteri Sadakati.

Sayı

Yazarlar:

Mehmet Arda Yılmaz | Nevin Altuğ

Yayıncı:

Trakya University

Ana Başlıklar:

Finansal Kurumlar

Dergi:

Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi Vol.12 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290881

pISSN:

2147-2483