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BANKACILIK SEKTÖRÜNDE INTERNET SİTESİ KALİTESİ BOYUTLARININ (KRİTERLERİNİN) ÖNEM DERECESİNİN

DETERMINING DEGREE OF IMPORTANCE OF WEBSITE QUALITY DIMENSIONS (CRİTERIA) IN BANKING SECTOR

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Abstract (2. Language): 
The rapid development of Internet and e-business has increased internet customers on the banking and financial sectors. Websites are the frst point of contact between a company and their customers and can increase customers' loyalty to their banks. The purpose of this paper is to determine the priorities of website quality on banking sector. For this purpose, website quality are decomposed into four groups as information quality, service quality, system quality and vendor-specific quality in this study and then hierarchical structure is established. The hierarchical structure which is developed for this study is evaluated by using Analytic Hierarchy Process (AHP) methodology. Our study shows that the service quality is the most important criteria for website quality of banks.
Abstract (Original Language): 
Internet ve e-işletmelerin hızla gelişmesi bankacılık ve finans sektöründe internet müşterilerinin artmasına neden olmuştur. Banka internet siteleri internet müşterilerinin bankaları ile temas noktası olmakta ve müşterilerin bankalarına bağlılığını artırabilmektedir. Çalışmanın amacı bankacılık sektöründe internet sitesi kalitesi boyutlarının (kriterlerinin) önem derecesini belirlemektir. Bu amaçla çalışmada internet sitesi kalitesi bilgi kalitesi, hizmet kalitesi, sistem kalitesi ve firmaya özgü kalitede olmak üzere dört gruba ayrılarak hiyerarşik yapı oluşturulmuştur. Geliştirilen hiyerarşik yapı, Analitik Hiyerarşi Süreci (AHS) yaklaşımından yararlanılarak değerlendirilmiştir. Çalışmanın sonucunda hizmet kalitesinin bankaların en önemli internet sitesi kalitesi boyutu olduğu tespit edilmiştir.

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