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TÜRKİYE'DEKİ İNTERNET BANKACILIĞI HİZMETLERİNİN ÖNEM BAŞARIM ANALİZİ İLE DEĞERLENDİRİLMESİ: YOZGAT İLİ ÖRNEĞİ

AN EVALUATION OF THE INTERNET BANKING SERVICES IN TURKEY THROUGH THE IMPORTANCE PERFORMANCE ANALYSIS: A CASE STUDY OF YOZGAT PROVINCE

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Abstract (2. Language): 
In today's rapidly changing living conditions created a business environment based on the internet activities which became important and inevitable. Businesses in many different sectors of the economy started to adjust their operations to these business conditions by offering internet based services to consumers. The banking sector is one of those heading sectors which adopt internet based services rapidly and offer those services to their customers. The aim of this study is to evaluate the internet based services in the banking sector, in which competition gets intensive, through a customer based approach. In this respect, this study evaluated the internet banking performance based on the consumers' perceptions in the case of Yozgat province. The results of the Importance Performance Analysis (IPA) reveal that the internet related factors, as seen important by the consumers, performed well depending on the consumers perceptions. In other words, within the limits of the current study's sample, it can be said that the Turkish internet banking performance is high in line with the factors attributed as important by the consumers. In conclusion, it can be suggested that bank managers should sustain the current position regarding the internet banking, and researchers should develop new researches with new methods and with new samples.
Abstract (Original Language): 
Değişen ve hızlanan yaşam şartları internet tabanlı faaliyetlere dayalı iş ortamını önemli ve kaçınılmaz hale getirmiştir. Ekonominin pek çok farklı sektöründeki işletmeler bu ortama uyum sağlayabilmek için işlemlerinde tüketicilere internet tabanlı hizmetler sunmaya başlamışlardır. Bankacılık sektörü internet tabanlı hizmetleri hızlı bir şekilde benimseyerek müşterilerinin kullanımına sunan sektörlerin başında gelmektedir. Bu çalışmanın amacı, rekabetin yoğunlaştığı bankacılık sektöründe internet bankacılığı faaliyetlerini tüketici odaklı bir yaklaşım ile değerlendirmektir. Bu bağlamda, bu çalışma ile tüketicilerin internet bankacılığının kullanımda önemsedikleri unsurlara ilişkin bankaların başarım (performans) düzeyine yönelik tüketici algıları Yozgat İli örneğinde karşılaştırılmaktadır. Önem-başarım (performans) analizi (ÖBA) sonuçları ortaya koymaktadır ki, internet bankacılığı ile ilgili tüketicilerin önemsediği ifadeler, tüketici algısına göre bankalar tarafından başarılı bir şekilde uygulanmaktadır. Diğer bir ifade ile, Türkiye'de internet bankacılığı performansının (başarımının) çalışmanın örneklemi çerçevesinde tüketicinin önemsediği oranda yüksek olduğu söylenebilir. Sonuçta bir öneri olarak, yöneticilere genel olarak mevcut durumu sürdürmeleri, araştırmacılara da farklı örneklemlerde ve farklı yöntemlerle araştırmalar geliştirmeleri söylenebilir.

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