Vol. 7 No. 1 (2019): Business & Management Studies: An International Journal
Articles

THE PERCEIVED EXPERIENTIAL VALUE AND BEHAVIORAL EFFECTS ON MOBILE BANKING: THE CASE OF NEVSEHIR

PDF (Turkish)
  • Suzan ÇOBAN,
  • Mustafa DEMİRHAN
Suzan ÇOBAN
Assoc. Prof. Dr., Nevşehir HBV University
Mustafa DEMİRHAN
Dr., Nevşehir HBV University

Published 2019-03-19

Keywords

  • Mobile Banking,
  • Experiential Marketing,
  • Experience Modules
  • Mobil Bankacılık,
  • Deneyimsel Pazarlama,
  • Deneyim Modülleri

How to Cite

THE PERCEIVED EXPERIENTIAL VALUE AND BEHAVIORAL EFFECTS ON MOBILE BANKING: THE CASE OF NEVSEHIR. (2019). Business & Management Studies: An International Journal, 7(1), 78-101. https://doi.org/10.15295/bmij.v7i1.1045

How to Cite

THE PERCEIVED EXPERIENTIAL VALUE AND BEHAVIORAL EFFECTS ON MOBILE BANKING: THE CASE OF NEVSEHIR. (2019). Business & Management Studies: An International Journal, 7(1), 78-101. https://doi.org/10.15295/bmij.v7i1.1045

Abstract

        The aim of this study is to determine the perceived experiential value dimensions in mobile banking and to determine the effect of these experiential value dimensions on satisfaction and loyalty of consumers. The questionnaire developed for these purposes was applied to 390 consumers using mobile banking in Nevsehir province of Turkey The data obtained were subjected to exploratory factor analysis, linear and stepwise regression analysis. According to the factor analysis, perceived experiential value dimensions in mobile banking are respectively functional, emotional, personal, assurance, cognitive, social and sensory values. According to the results of regression analysis, experiential value dimensions have effects on satisfaction and loyalty of mobile banking users. In this interaction, the perceived functional, personal and cognitive (economic) values are important predictors of satisfaction in mobile banking while perceived functional and personal values are important predictors of loyalty in mobile banking. These results, confirm our expectations because of the perceived risks in mobile banking and its relation with financial transactions. As a result, it is necessary to satisfy the customers in mobile banking in functional, personal and cognitive (economic) aspects.

PDF (Turkish)

References

  1. Agwu, E.M. & Carter, A.Ç.L. (2014). Mobile phone banking in Nigeria: benefits, problems and prospects. International Journal of Business and Commerce, 3(6), 50-70.
  2. Akturan, U. & Tezcan, N. (2012). Mobile Banking adoption of the youth market: perceptions and intentions. Marketing Intelligence & Planning, 30(4), 444-459.
  3. Alkaya, A., Çoban, S., Tehci, A. &.Ersoy, Y. (2016). Çevresel duyarlılığın yeşil ürün satın alma davranışına etkisi: ordu üniversitesi örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (47), 121-134.
  4. Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri, İstanbul: Sakarya Kitabevi.
  5. Arnold, M., Kristy J. & Reynolds, E.. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79, 77-95.
  6. Azizağaoğlu, A. & Altunışık, R. (2012). Postmodernizm, sembolik tüketim ve marka. Tüketici ve Tüketim Araştırmaları Dergisi, 4(2), 33–49.
  7. Bahçecioğlu, A. (2014). Sanal Deneyimsel Pazarlamanın Tüketici Tutumuna Etkisi.Yüksek Lisans Tezi, Ege Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, İzmir.
  8. Bakır M.A. & Aydın C. (2006). İstatistik, İstanbu: Nobel Yayın.
  9. Barnes M. & Richard J. (2014). Digital banking: investigating the use of social media and mobile applications in building relationships, loyalty and reducing churn. Academy of Marketing Conference, 7-14 July, 1-24.
  10. Büyüköztürk, Ş. (2014). Sosyal bilimler için veri analizi el kitabı, Ankara: Pegem Akademi.
  11. Chen, C. (2013). Perceived risk, usage frequency of mobile banking services. Managing Service Quality: An International Journal, 23(5), 410-436.
  12. Çelik, O. (2017). Mobil telefon satın alımlarında hedonik tüketim: Adana örneği. İşletme ve İktisat Çalışmaları Dergisi, 5(1), 21–27.
  13. Çokluk, O., Şekercioğlu G. & Büyüköztürk Ş. (2012). Sosyal bilimler için çok değişkenli SPSS ve Lısrel uygulamaları, Ankara: Pegem Yayincilik
  14. Dasgupta S, Paul, R & Fuloria, S. S. (2011). Factors affecting behavioral ıntentions towards mobile banking usage : empirical evidence from India. Romanian Journal of Marketing, 1(1), 6-28.
  15. Driga, I. & Isac, C. (2014). E-Banking services - features, challenges and benefits. Annals of the University of Petrosani Economics, 14(1), 49-58.
  16. Durmuş, B., Yurtkoru, E. S. & Çinko, M. (2011). Sosyal bilimlerde spss’le veri analizi, Dördüncü Baskı, İstanbul: Beta Yayınları.
  17. Gentile, C., Spiller, N. & Noci, G. (2007). Experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
  18. Gilmore, J.H. & Pine, B.J. (2002). Customer experience places: the new offering frontier. Strategy & Leadership, 30(4), 4–11.
  19. Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research , 9, 132–140.
  20. İşler, A.U. (2015). İnternet bankacılığı e-hizmet kalitesinin kullanıcılar tarafından değerlendirilmesi: Kuveyt Türk örneği, Business & Management Studies: An International Journal, 3(2): 220-233.
  21. Jain, R., Aagja, J. & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662.
  22. Jalal, A.M., Jassim, N. & Hassan A. (2011). Evaluating the impacts of online banking factors on motivating the process of e-banking. Journal of Management and Sustainability, 1(1), 32-42.
  23. Jun, M. & Palacios, S. (2016). Examining the key dimensions of mobile banking service quality: an exploratory study. International Journal of Bank Marketing, 34(3), 307-326.
  24. Kalaycı, Ş. (2010). Faktör analizi, Şeref Kalaycı (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Beşinci Baskı, içinde (321-331), Ankara: Asil Yayın Dağıtım.
  25. Kara, M. & Hacıhasanoğlu, M. (2015). Bankacılıkta mobil pazarlama ve tüketici satın alma kararları üzerine etkisi: Yozgat örneği. KTÜ Sosyal Bilimler Dergisi, 10, 181–205.
  26. Kartal, M. (2017). Alternative distribution channel usage in banking: an analysis upon member banks of turkish bank association. Social Sciences Research Journal, 6(1), 22–44.
  27. Koenig-Lewis, N., Palmer, A. & Alexander M. (2010). Predicting young consumers' take up of mobile banking services. International Journal of Bank Marketing, 28(5), 410-432.
  28. Kurt, K. & Turan, A.H. (2017). Mobil bankacılık uygulamalarının benimsenmesine yönelik davranışsal niyetleri etkileyen faktörler üzerine bir araştırma. İşletme Bilimi Dergisi, 5(3), 25-59.
  29. Laukkanen, T. (2007). Internet vs. mobile banking: comparing customer value perceptions. Business Process Management Journal, 13(6), 788-79.
  30. Laukkanen T. & Lauronen J. (2005). Consumer value creation in mobile banking services. International Journal of Mobile Communications, 3(4), 325-338.
  31. Lee, M.C. (2009). Factors ınfluencing the adoption of internet banking: an integration of tam and tpb with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141.
  32. Malhotra, N. (1996). Marketing research-an applied orientation, USA: Prentice Hall Inc.
  33. Mathwick, C. Malhotra, N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39–56.
  34. Mathwick C, Malhotra NK, Rigdon E (2002) The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison. Journal of Retailing 78(1): 51-60.
  35. Mohammadi, H. (2015). A study of mobile banking usage in Iran. International Journal of Bank Marketing, 33(6), 733-759.
  36. Mutahar, A.M., Isaac, O., Ghosh, A. &Hamoud A.S. (2018). Perceived value as a moderator variable in mobile banking context: an extension of technology. Journal of Management and Human Science, 2(2), 1-8.
  37. Ntseme, O.J., Namatsagang, A. & Chukwuere, J.E. (2016). Risks and benefits from using mobile banking in an emerging country. Risk Governance and Control: Financial Markets & Institutions, 6(4), 355-363.
  38. Öztürkcan, S. & Kervenoael, R. (2008). Deneyimsel pazarlama: Türkuiye’deki e- bankacılık uygulamaları. 13. Ulusal Pazarlama Kongresi (pp. 1–18). Nevşehir.
  39. Parasuraman, A., Zeithaml, V. & Malhotra, A. (2005). A multiple-ıtem scale for assessing electronic service &quality. Journal of Research, 7(10), 1-21.
  40. Pine, J. & Gilmore, J. (1998) Deneyim Ekonomisi, Çev. Levent Cinemer, İstanbul: Optimist Yayınları.
  41. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
  42. Sekaran, U. (2000). Research methods for business: a skill business approach. New York: John Wiley & Sons.
  43. Seyrek, İ.H. & Akşahin, A. (2016). Mobil bankacılık uygulamalarının kalite faktörlerinin analitik hiyerarşi prosesi ile karşılaştırılması. International Review of Economics and Management, 4(3), 47-61.
  44. Shaikh, A.A. & Karjaluoto H. (2014). Mobile banking adoption: a literature review. Telematics and Informatics, 32(1), 129-142.
  45. Sharma, H. (2011). Bankers' perspectives on e-banking. National Journal of Research In Management, 1(1): 1-15.
  46. Shen, Y.C., Huang, C.Y., Chu, C.H. & Hsu C.T .(2010). A benefit–cost perspective of the consumer adoption of the mobile banking system. Behaviour & Information Technology, 29(5), 497-511.
  47. Smilansky, S. (2009). Experiential marketing: a practical guide to ınteractive brand Experiences. India: Replika Press.
  48. Söylemez, C. (2018). Mobil bankacılık uygulamalarını kullanmaya yönelik
  49. tutumların teknoloji kabul ve planlı davranış teorisiyle incelenmesi. Yayınlanmamış Doktora Tezi, Dumlupınar Üniversitesi Sosyal Bilimler Enstitüsü, Kütahya.
  50. Thakur, R. (2014). What keeps mobile banking customers loyal? International Journal of Bank Marketing, 32(7), 628-646.
  51. Torlak, Ö. (2018). Dijital Ekonomi Konferansı. Nevşehir HBV Üniversitesi, 23.03.2018.
  52. Vyas, S. (2015). Impact of mobile banking on traditional banking. https://arxiv.org/ftp/arxiv/papers/1209/1209.2368.pdf, erişim tarihi: 20.08.2016.
  53. Wu, M.Y. & Tseng, L.H. (2015). Customer satisfaction and loyalty ın an online shop: an experiential marketing perspective. International Journal of Business and Management, 10(1), 104–114.
  54. Xiong, S. (2013). Adoption of mobile banking model based on perceived value and trust. 6th International Conference on Information Management, Innovation Management and Industrial Engineering, 632-635.
  55. Yuan, S., Liu, Y., Yao, R. & Liu, J. (2016.) An investigation of users’ continuance intention towards mobile banking in China. Information Development, 32(1), 20-34.
  56. Zarifopoulos, M. & Economides, A.A. (2009.) Evaluating mobile banking portals. International Journal of Mobile Communications, 7(1), 66-90.
  57. Zeithaml, V., Parasuraman, A. & Malhotra, A. (2000). E-Service Quality: Definition, Dimensions and Conceptual Model. Marketing Science Institute, Cambridge, Working Paper.

Similar Articles

You may also start an advanced similarity search for this article.