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Türk Bankacılık Sektörü Müşterilerinin Şubesiz Dijital Bankacılığa Yönelik Olumsuz Tutumlarını Etkileyen Faktörler Üzerine Bir Araştırma

Year 2022, , 819 - 830, 16.10.2022

Mustafa Beybur

https://doi.org/10.37880/cumuiibf.1082700

Abstract

Bankacılık sektöründe yaşanan hızlı dijitalleşme, şubelerin dağıtım kanalı olarak yoğun olarak kullanıldığı geleneksel bankacılık anlayışından farklı olarak şubesiz dijital bankacılık anlayışını ortaya çıkarmıştır. Yeni nesil şubesiz dijital bankaların ulaşmış oldukları müşteri portföyleri büyük dikkat çekmektedir. Bu yeni bankacılık anlayışı Türk bankacılık sektörünün de dikkatini çekmiş ve BDDK tarafından hazırlanan yönetmeliklerle şubesiz dijital bankacılık faaliyetleri mümkün hale getirilmiştir. Şubesiz dijital bankacılık Türk bankacılık sektörü için yeni bir faaliyet alanıdır ve bir yeniliğin kullanıcılar tarafından benimsenmesi üzerinde yeniliğe karşı niyetin, yeniliğe karşı niyetin üzerinde ise yeniliğe karşı tutumun etkili olduğu kabul edilmektedir. Yeniliğe karşı tutum üzerinde ise birçok dış faktörün etkili olduğu belirtilmektedir. Bu nedenle bu araştırmada banka müşterilerinin şubesiz dijital bankacılığa yönelik olumsuz tutumları üzerinde etkili olan bazı faktörlerin araştırılması amaçlanmıştır. Bu amaçla 357 geleneksel banka müşterisine çevrimiçi anket uygulanmış ve yanıtlar regresyon analizine tabi tutulmuştur. Regresyon analizi ile şubesiz dijital bankacılığa yönelik olumsuz tutum üzerinde şubesiz dijital bankacılığa yönelik güven, algılanan fayda, geleneksel banka kullanım alışkanlığı ve memnuniyeti faktörlerinin etkisi analiz edilmiştir. Sonuçlar şubesiz dijital bankacılığa yönelik olumsuz tutumun geleneksel banka kullanım alışkanlığından, şubesiz dijital bankacılığa yönelik güvenden ve şubesiz dijital bankacılığa yönelik algılanan faydadan anlamlı ve pozitif yönde etkilendiği, buna karşılık geleneksel banka memnuniyetinden anlamlı bir şekilde etkilenmediği göstermektedir.

Keywords

Bankacılık Dijital Bankacılık Şubesiz Dijital Bankacılık Tutum Niyet

References

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  • Akturan, U., & Tezcan, N. (2012). Mobile Banking Adoption of the Youth Market Perceptions and Intentions. Marketing Intelligence & Planning, 30(4), 444-459. doi:10.1108/02634501211231928.
  • Arner, D. W., Barberis, J. N., & Buckley, R. P. (2017). FinTech, RegTech and the Reconceptualization of Financial Regulation. Northwestern Journal of International Law and Business, 37(3), 373-415.
  • Ashraf, M. A. (2022). Comprehending the Intention to Use Branchless Banking by Rural People during the Corona Pandemic: Evidence from Bangladesh. Journal of Financial Services Marketing, 1-19. doi:10.1057/s41264-021-00136-7.
  • Assefa, M. (2020). The Adoption of Branchless Banking System as Part of Inclusive Financial Service: Extension of Technology Acceptance Model. Department of accounting and finance igjiga University, Ethiopia. doi:10.13140/RG.2.2.13538.35521.
  • Balogh, S. (2020). Digital-Only Banking Is Super Buzzy, but ConsumersDon’t Think Branches Are Going Away Any Time Soon. Business Insider: https://www.businessinsider.com/digital-only-banking-is-hot-but-consumers-dont-expect-branches-to-disappear-2020-1 adresinden alındı. Erişim Tarihi: 29.01.2022.
  • BDDK. (2021). Dijital Bankaların Faaliyet Esasları ile Servis Modeli Bankacılığı Hakkında Yönetmelik. https://www.resmigazete.gov.tr/eskiler/2021/12/20211229-6.htm adresinden alındı. Erişim Tarihi: 27.01.2022.
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  • Chemingui, H., & lallouna, H. B. (2013). Resistance, Motivations, Trust and Intention to Use Mobile Financial Services. International Journal of Bank Marketing, 31(7), 574-592. doi:10.1108/IJBM-12-2012-0124.
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  • Idrees, M. A., & Khan, A. (2022). Factors Affecting the Adoption of Branchless Banking in Pakistan. iKSP Journal of Business and Economics, 2(2), 33-43.
  • Ipsos. (2019). The State of Pay 2019-2020 (UK Research). https://www.ipsos.com/sites/default/files/ct/news/documents/2019-10/the-state-of-pay-2019-2020-ipsos-vocalink.pdf adresinden alındı. Erişim Tarihi: 29.01.2022.
  • Kaabachi, S., Mrad, S. B., & Petrescu, M. (2016). Consumer Initial Trust toward Internet-Only Banks in France. International Journal of Bank Marketing, 35(6), 903-924. doi:10.1108/IJBM-09-2016-0140.
  • Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (5 b.). Ankara: Asil Yayınevi.
  • Karip, E. (2015). Ölçme ve Değerlendirme. Ankara: Pegem Akademi.
  • Khayrallah, A., Hickey, J., Singh, J., & Xu, V. (2015). Technology & Banking. Applied Innovation Review(1), 23-38. Kleijnen, M., Lee, N., & Wetzels, M. (2009). An Exploration of Consumer Resistance to Innovation and Its Antecedents. Journal of Economic Psychology, 30(3), 344-357. doi:10.1016/j.joep.2009.02.004.
  • Kusumawati, N., & Rinaldi, A. A. (2020). Trust Role in Acceptance of Digital Banking in Indonesia. International Journal of Trade, Economics and Finance, 11(1), 13-18. doi:10.13140/RG.2.2.32559.07843.
  • Larisa, G., Tetiana, N., & Viktoriia, V. (2020). Neobanks Operations and Security Features. International Scientific-Practical Conference Problems of Infocommunications Science and Technology (PIC S&T) (s. 839-842). Kyiv, Ukraine: IEEE. doi:10.1109/PICST47496.2019.9061268.
  • Laukkanen, P., Sinkkonen, S., & Laukkanen, T. (2008). Consumer Resistance to Internet Banking: Postponers, Opponents and Rejectors. The International Journal of Bank Marketing, 26(6), 440-455. doi:10.1108/02652320810902451.
  • Lee, I., & Shin, Y. J. (2018). Fintech: Ecosystem, Business Models, Investment Decisions, and Challenges. Business Horizons, 61(1), 35-46. doi:10.1016/j.bushor.2017.09.003.
  • Lee, K. C., & Chung, N. (2009). Understanding Factors Affecting Trust in and Satisfaction with Mobile Banking in Korea: A Modified DeLone and McLean's Model Perspective. Interacting with Computers, 21(5-6), 385-392. doi:10.1016/j.intcom.2009.06.004.
  • Lee, M. C. (2009). Factors Influencing 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. doi:10.1016/j.elerap.2008.11.006.
  • Leong, K., & Sung, A. (2018). FinTech (Financial Technology): What is It and How to Use Technologies to Create Business Value in Fintech Way? International Journal of Innovation, Management and Technology, 9(2), 74-78. doi:10.18178/ijimt.2018.9.2.791.
  • Martinčević, I., Črnjević, S., & Klopotan, I. (2020). Fintech Revolution in the Financial Industry. In: Proceedings of the ENTRENOVA - Enterprise Research Innovation Conference. 6, s. 563-571. Croatia: IRENET - Society for Advancing Innovation and Research in Economy. https://www.econstor.eu/bitstream/10419/224722/1/53-ENT-2020-Martincevic-563-571.pdf adresinden alındı. Erişim Tarihi: 27.01.2022.
  • Meijer, K. (2021, 7 26). Customer Acceptance of Neobanks: What Role Does National Culture Play? Twente, Holland: University of Twente Yayımlanmış Yüksek Lisans Tezi.
  • Montazemi, A. R., & Saremi, H. Q. (2015). Factors Affecting Adoption of Online Banking: A Meta-Analytic Structural Equation Modeling Study. Information & Management, 52(2), 210-226. doi:10.1016/j.im.2014.11.002.
  • Nabih, M. I., Bloem, J. G., & Poiesz, T. B. (1997). Conceptual Issues in the Study of Innovation Adoption Behavior. Tilburg University: NA - Advances in Consumer Research Volume 24.
  • Nel, J., & Boshoff, C. (2021). “I just don’t like digital-only banks, and you should not use them either”: Traditional-bank customers’ opposition to using digital-only banks. Journal of Retailing and Consumer Services, 59, 1-11. doi:10.1016/j.jretconser.2020.102368.
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  • Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding Consumer Acceptance of Mobile Payment Services: An Empirical Analysis. Electronic Commerce Research and Applications, 9(3), 209-216. doi:10.1016/j.elerap.2009.07.005.
  • Schipor, G.-L., & Duhnea, C. (2021). The Consumer Acceptance of the Digital Banking Services in Romania: An Empirical Investigation. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi(07), 57-62.
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A Research on the Factors Affecting the Negative Attitudes of Turkish Banking Sector Customers towards Branchless Digital Banking

Year 2022, , 819 - 830, 16.10.2022

Mustafa Beybur

https://doi.org/10.37880/cumuiibf.1082700

Abstract

The rapid digitalization in the banking sector has revealed the branchless digital banking approach, unlike the traditional banking approach, where branches are used extensively as distribution channels. The customer portfolios reached by the new generation branchless digital banks attract great notice. This new banking approach also attracted the attention of the Turkish banking sector and branchless digital banking activities were made possible with the regulations prepared by the BRSA. Branchless digital banking is a new field of activity in Turkish banking sector and it is accepted that on the adoption of an innovation by the users the intention towards the innovation is effective, and on the intention towards the innovation the attitude towards the innovation is effective. It is stated that many external factors are effective on the attitude towards innovation. Therefore, in this research, it has aims to investigate some factors that affect on the negative attitudes of bank customers towards branchless digital banking. For this purpose, an online questionnaire was applied to 357 traditional bank customers and the answers were subjected to regression analysis. With the regression analysis, the effects of trust, perceived usefulness, traditional bank usage habits and satisfaction factors on branchless digital banking on the negative attitude towards branchless digital banking were analyzed. The results show that the negative attitude towards branchless digital banking was significantly and positively affected by traditional bank usage habits, trust towards branchless digital banking and perceived benefit towards branchless digital banking, but not significantly affected by traditional bank satisfaction.

Keywords

Banking Digital Banking Branchless Digital Banking Attitude Intention

References

  • Ahn, S. J., & Lee, S. H. (2019). The Effect of Consumers’ Perceived Value on Acceptance of an Internet-Only Bank Service. Sustainability, 11(17), 1-9. doi:10.3390/su11174599.
  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T.
  • Akturan, U., & Tezcan, N. (2012). Mobile Banking Adoption of the Youth Market Perceptions and Intentions. Marketing Intelligence & Planning, 30(4), 444-459. doi:10.1108/02634501211231928.
  • Arner, D. W., Barberis, J. N., & Buckley, R. P. (2017). FinTech, RegTech and the Reconceptualization of Financial Regulation. Northwestern Journal of International Law and Business, 37(3), 373-415.
  • Ashraf, M. A. (2022). Comprehending the Intention to Use Branchless Banking by Rural People during the Corona Pandemic: Evidence from Bangladesh. Journal of Financial Services Marketing, 1-19. doi:10.1057/s41264-021-00136-7.
  • Assefa, M. (2020). The Adoption of Branchless Banking System as Part of Inclusive Financial Service: Extension of Technology Acceptance Model. Department of accounting and finance igjiga University, Ethiopia. doi:10.13140/RG.2.2.13538.35521.
  • Balogh, S. (2020). Digital-Only Banking Is Super Buzzy, but ConsumersDon’t Think Branches Are Going Away Any Time Soon. Business Insider: https://www.businessinsider.com/digital-only-banking-is-hot-but-consumers-dont-expect-branches-to-disappear-2020-1 adresinden alındı. Erişim Tarihi: 29.01.2022.
  • BDDK. (2021). Dijital Bankaların Faaliyet Esasları ile Servis Modeli Bankacılığı Hakkında Yönetmelik. https://www.resmigazete.gov.tr/eskiler/2021/12/20211229-6.htm adresinden alındı. Erişim Tarihi: 27.01.2022.
  • Büyüköztürk, Ş. (2018). Sosyal Bilimler İçin Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum. Ankara: Pegem Akademi.
  • Chaouali, W., & Souiden, N. (2019). The Role of Cognitive Age in Explaining Mobile Banking Resistance Among Elderly People. Journal of Retailing and Consumer Services, 50, 342-350. doi:10.1016/j.jretconser.2018.07.009.
  • Chemingui, H., & lallouna, H. B. (2013). Resistance, Motivations, Trust and Intention to Use Mobile Financial Services. International Journal of Bank Marketing, 31(7), 574-592. doi:10.1108/IJBM-12-2012-0124.
  • Chen, Q., Lu, Y., Gong, Y., & Tang, Q. (2019). Why Do Users Resist Service Organization's Brand Mobile Apps? The Force of Barriers Versus Cross-Channel Synergy. International Journal of Information Management, 47, 274-282. doi:10.1016/j.ijinfomgt.2018.07.012.
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003. doi:10.1287/mnsc.35.8.982.
  • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Massachusetts: Addison-Wesley Publishing Company.
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and Tam in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. doi:10.2307/30036519.
  • Glushchenko, M., Hodasevich, N., & Kaufman, N. (2019). Innovative Financial Technologies as a Factor of Competitiveness in the Banking. The International Scientific and Practical Conference. 69, s. 1-5. Volgograd: EDP Sciences. doi:10.1051/shsconf/20196900043.
  • Goldstein, I., Jiang, W., & Karolyi, G. A. (2019). To FinTech and Beyond. The Review of Financial Studies, 32(5), 1647-1661. doi:10.1093/rfs/hhz025.
  • Gurtner, S. (2014). Modelling Consumer Resistance to Mobile Health Applications. 22nd European Conference on Information Systems (s. 1-16). ECIS Proceeding.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. doi:10.1007/s11747-014-0403-8.
  • Hough, J., & Chan, K.-Y. (2018). Factors Influencing the Acceptance of Digital Banking: An Empirical Study in South Africa Based on the Enhanced Technology Acceptance Model. 27th Annual Conference of the International Association for Management of Technology (IAMOT 2018) (s. 550-570). Birmingham: International Association for Management of Technology (IAMOT).
  • Idrees, M. A., & Khan, A. (2022). Factors Affecting the Adoption of Branchless Banking in Pakistan. iKSP Journal of Business and Economics, 2(2), 33-43.
  • Ipsos. (2019). The State of Pay 2019-2020 (UK Research). https://www.ipsos.com/sites/default/files/ct/news/documents/2019-10/the-state-of-pay-2019-2020-ipsos-vocalink.pdf adresinden alındı. Erişim Tarihi: 29.01.2022.
  • Kaabachi, S., Mrad, S. B., & Petrescu, M. (2016). Consumer Initial Trust toward Internet-Only Banks in France. International Journal of Bank Marketing, 35(6), 903-924. doi:10.1108/IJBM-09-2016-0140.
  • Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (5 b.). Ankara: Asil Yayınevi.
  • Karip, E. (2015). Ölçme ve Değerlendirme. Ankara: Pegem Akademi.
  • Khayrallah, A., Hickey, J., Singh, J., & Xu, V. (2015). Technology & Banking. Applied Innovation Review(1), 23-38. Kleijnen, M., Lee, N., & Wetzels, M. (2009). An Exploration of Consumer Resistance to Innovation and Its Antecedents. Journal of Economic Psychology, 30(3), 344-357. doi:10.1016/j.joep.2009.02.004.
  • Kusumawati, N., & Rinaldi, A. A. (2020). Trust Role in Acceptance of Digital Banking in Indonesia. International Journal of Trade, Economics and Finance, 11(1), 13-18. doi:10.13140/RG.2.2.32559.07843.
  • Larisa, G., Tetiana, N., & Viktoriia, V. (2020). Neobanks Operations and Security Features. International Scientific-Practical Conference Problems of Infocommunications Science and Technology (PIC S&T) (s. 839-842). Kyiv, Ukraine: IEEE. doi:10.1109/PICST47496.2019.9061268.
  • Laukkanen, P., Sinkkonen, S., & Laukkanen, T. (2008). Consumer Resistance to Internet Banking: Postponers, Opponents and Rejectors. The International Journal of Bank Marketing, 26(6), 440-455. doi:10.1108/02652320810902451.
  • Lee, I., & Shin, Y. J. (2018). Fintech: Ecosystem, Business Models, Investment Decisions, and Challenges. Business Horizons, 61(1), 35-46. doi:10.1016/j.bushor.2017.09.003.
  • Lee, K. C., & Chung, N. (2009). Understanding Factors Affecting Trust in and Satisfaction with Mobile Banking in Korea: A Modified DeLone and McLean's Model Perspective. Interacting with Computers, 21(5-6), 385-392. doi:10.1016/j.intcom.2009.06.004.
  • Lee, M. C. (2009). Factors Influencing 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. doi:10.1016/j.elerap.2008.11.006.
  • Leong, K., & Sung, A. (2018). FinTech (Financial Technology): What is It and How to Use Technologies to Create Business Value in Fintech Way? International Journal of Innovation, Management and Technology, 9(2), 74-78. doi:10.18178/ijimt.2018.9.2.791.
  • Martinčević, I., Črnjević, S., & Klopotan, I. (2020). Fintech Revolution in the Financial Industry. In: Proceedings of the ENTRENOVA - Enterprise Research Innovation Conference. 6, s. 563-571. Croatia: IRENET - Society for Advancing Innovation and Research in Economy. https://www.econstor.eu/bitstream/10419/224722/1/53-ENT-2020-Martincevic-563-571.pdf adresinden alındı. Erişim Tarihi: 27.01.2022.
  • Meijer, K. (2021, 7 26). Customer Acceptance of Neobanks: What Role Does National Culture Play? Twente, Holland: University of Twente Yayımlanmış Yüksek Lisans Tezi.
  • Montazemi, A. R., & Saremi, H. Q. (2015). Factors Affecting Adoption of Online Banking: A Meta-Analytic Structural Equation Modeling Study. Information & Management, 52(2), 210-226. doi:10.1016/j.im.2014.11.002.
  • Nabih, M. I., Bloem, J. G., & Poiesz, T. B. (1997). Conceptual Issues in the Study of Innovation Adoption Behavior. Tilburg University: NA - Advances in Consumer Research Volume 24.
  • Nel, J., & Boshoff, C. (2021). “I just don’t like digital-only banks, and you should not use them either”: Traditional-bank customers’ opposition to using digital-only banks. Journal of Retailing and Consumer Services, 59, 1-11. doi:10.1016/j.jretconser.2020.102368.
  • Özkan, D. (2019). Multi-Dimensional Trust Formation in Neobanks And Its İmplications For Users’ Perceived Risk. Yayımlanmış Yüksek Lisans Tezi. Boğaziçi Üniversitesi, İstanbul.
  • Ram, S., & Sheth, J. N. (1989). Consumer Resistance to Innovations: The Marketing Problem. Journal of Consumer Marketing, 6(2), 5-14. doi:10.1108/EUM0000000002542.
  • Reynolds, S. (2019, 09 14). Neobank or Digital Bank or Bricks and Mortar Bank? https://www.fullstack.com.au/neobank-or-digital-bank-or-bricks-and-mortar-bank/ adresinden alındı. Erişim Tarihi: 26.01.2022.
  • Riquelme, H., & Rios, R. E. (2010). The Moderating Effect of Gender in the Adoption of Mobile Banking. International Journal of Bank Marketing, 28(5), 328-341. doi:10.1108/02652321011064872.
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  • Schipor, G.-L., & Duhnea, C. (2021). The Consumer Acceptance of the Digital Banking Services in Romania: An Empirical Investigation. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi(07), 57-62.
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There are 51 citations in total.

Details

Primary Language English
Subjects Economics, Finance
Journal Section Makaleler
Authors

Mustafa Beybur 0000-0003-0538-7155

Publication Date October 16, 2022
Submission Date March 4, 2022
Published in Issue Year 2022

Cite

APA Beybur, M. (2022). A Research on the Factors Affecting the Negative Attitudes of Turkish Banking Sector Customers towards Branchless Digital Banking. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(4), 819-830. https://doi.org/10.37880/cumuiibf.1082700

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