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İNTERNET BANKACILIĞINDA HİZMET KALİTESİ: MÜŞTERİ ROLÜNÜN ÖNEMİ

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Abstract (Original Language): 
Bir hizmet dağıtım kanalı olarak internete karşı ileri sürülen başlıca itirazlardan birisi, söz konusu dolaylı oluşumlar, müşteri etkileşimi ve davranışları üzerinde önemli değişikliklere yol açarken, hizmet işletmelerinin hizmet kalitesini nasıl yöneteceği hususudur. Bu araştırmada, hizmet kalitesinin kuramsal çatıları çizilerek ve söz konusu iskeletleri, bilhassa internetin dolaylı dağıtım biçimini yansıtacak şekilde uyarlayarak, internet bankacılığının hizmet kalitesi modeli ileri sürülmüş ve sınanmıştır. Araştırma, internet bankacılığı müşterilerinin, modelin üyelerini nasıl algıladıklarını ve yorumladıklarını ortaya koyabilmek amacıyla, Birleşik Krallık İnternet bankacılığı Web siteleri Topluluğu’nun öyküsel analizlerinden ve katılımcı gözlemlerinden yararlanmıştır. Bulgular, müşteri katılımının seviyesi ve niteliği kavramlarının, müşterilerin müsamaha seviyeleri, müşterilerin üstlendikleri rolü anlama derecesi, olanaklar ölçüsünde belirlenen duygusal tepki düzeyi ve algılanan hizmet kalitesi gibi konular ile hizmet deneyimi kalitesi üzerinde çok büyük etkilerinin olduğunu göstermiştir.
131-146

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