A Research on the Factors Affecting the Negative Attitudes of Turkish Banking Sector Customers towards Branchless Digital Banking

Mustafa Beybur

doi:10.37880/cumuiibf.1082700

TR EN

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

Öz

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.

Anahtar Kelimeler

A Research on the Factors Affecting the Negative Attitudes of Turkish Banking Sector Customers towards Branchless Digital Banking

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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Ekonomi , Finans

Bölüm

Araştırma Makalesi

Yazarlar

Mustafa Beybur ^*
0000-0003-0538-7155
Türkiye

Yayımlanma Tarihi

16 Ekim 2022

Gönderilme Tarihi

4 Mart 2022

Kabul Tarihi

1 Temmuz 2022

Yayımlandığı Sayı

Yıl 1970 Cilt: 23 Sayı: 4

DOI

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

IZ

https://izlik.org/JA28KE56CC

Kaynak Göster

RIS / Bibtex

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