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MOBİL BANKACILIK UYGULAMALARI KALİTE FAKTÖRLERİNİN ANALİTİK HİYERARŞİ PROSESİ İLE KARŞILAŞTIRILMASI

A COMPARISON OF QUALITY FACTORS OF MOBILE BANKING APPLICATIONS USING ANALYTIC HIERARCHY PROCESS

Journal Name:

  • International Review of Economics and Management

Publication Year:

  • 2016
DOI: 
10.18825/irem.23569

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
In banking industry where there is a high competition, many banking services are now being given using mobile applications. However, the expected benefit from mobile banking applications can be gained if bank customers adopt these applications. The quality of mobile banking applications is directly related to their adoption. Therefore, it is important to determine the quality level of mobile banking applications and the relative importance given by users to different quality factors of such applications so that improvement efforts can be rightly guided. In this study, customer satisfaction from mobile banking applications of several banks operating in Turkey and the importance given by them to different quality factors are investigated. For this purpose, data were collected from 150 mobile banking users. The collected data were analyzed using ANOVA and Analytic Hierarchy Process (AHP). The analyses show that customers are generally satisfied with mobile banking applications. Also, according to users, functionality is the most important quality factor followed in order by content, customer service and interface design.
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Abstract (Original Language): 
Yüksek rekabetin yaşandığı bankacılık sektöründe birçok bankacılık hizmeti mobil uygulamalar üzerinden verilmeye başlamıştır. Ancak mobil bankacılık uygulamalarından beklenen faydaların elde edilmesi, kullanıcıların bu yazılımları benimsemesine bağlıdır. Mobil bankacılık uygulamalarının kalitesi, kullanıcıların bu uygulamaları benimsemesi ile doğrudan ilişkilidir. Dolayısıyla, mobil bankacılık uygulamalarının mevcut kalite düzeyini belirlemek ve kalite ile ilgili iyileştirmelere yön vermek amacıyla hangi kalite faktörlerinin müşterilerce önemsendiğini ortaya koymak önem arz etmektedir. Bu çalışmada, müşterilerin Türkiye’de faaliyet gösteren çeşitli bankaların mobil bankacılık uygulamalarından memnuniyet düzeyleri ve farklı mobil bankacılık kalite faktörlerinin müşterilerce ne oranda önemsendiği araştırılmıştır. Bu amaçla 150 mobil bankacılık uygulaması kullanıcısından veri toplanmıştır. Elde edilen veriler, Varyans Analizi (ANOVA) ve Analitik Hiyerarşi Prosesi yöntemleri ile analiz edilmiştir. Yapılan analizler sonucunda, kullanıcıların genel olarak mobil bankacılık uygulamalarından memnun olduğu görülmüştür. Ayrıca kullanıcılara göre, kalite faktörlerinden işlevselliğin en önemli faktör olduğu, ardından sırayla içerik, müşteri hizmeti ve ara yüz tasarımı faktörlerinin geldiği tespit edilmiştir.
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  • Turkish

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REFERENCES

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