影响手机银行采用的消费者行为变量分析

IF 0.5 Q4 MANAGEMENT
Nigar Huseynli, Gözde Kandemir, Bahman Huseynli̇
{"title":"影响手机银行采用的消费者行为变量分析","authors":"Nigar Huseynli, Gözde Kandemir, Bahman Huseynli̇","doi":"10.29141/2218-5003-2023-14-1-5","DOIUrl":null,"url":null,"abstract":"Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.","PeriodicalId":42955,"journal":{"name":"Upravlenets-The Manager","volume":"124 1","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2023-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Analysis of consumer behaviour variables influencing the adoption of mobile banking\",\"authors\":\"Nigar Huseynli, Gözde Kandemir, Bahman Huseynli̇\",\"doi\":\"10.29141/2218-5003-2023-14-1-5\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.\",\"PeriodicalId\":42955,\"journal\":{\"name\":\"Upravlenets-The Manager\",\"volume\":\"124 1\",\"pages\":\"\"},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2023-03-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Upravlenets-The Manager\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.29141/2218-5003-2023-14-1-5\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Upravlenets-The Manager","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.29141/2218-5003-2023-14-1-5","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

摘要

移动技术的进步为银行业创造了更多的机会,也为消费者带来了好处。本文考察了手机银行背景下客户体验与满意度、使用意愿和品牌忠诚度之间的关系。其中,客户体验包括三个方面,即移动应用的享受性、个性化和实用性。方法论基础包括市场营销和服务管理的理论原理,以及计划行为理论和技术接受模型。采用因子分析、线性分析和回归分析等研究方法。本研究的实证基础是对土耳其十家银行客户的调查结果。最初的样本是411名受访者,其中327份填写完整的问卷被收到。作者就手机银行客户体验对银行服务用户留存率的影响提出了若干假设。结果表明,所有假设都得到了支持。研究发现,用户体验的三个方面,尤其是手机银行应用程序的实用性,对客户满意度、使用意愿和品牌忠诚度都有显著影响。研究结果表明,手机银行使用意愿和客户满意度影响银行品牌忠诚度,客户满意度影响手机银行使用意愿。增加调查对象的数量和将更多的银行纳入研究是未来研究的方向之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysis of consumer behaviour variables influencing the adoption of mobile banking
Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
40.00%
发文量
47
审稿时长
16 weeks
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信