Ayşegül E. SERTOĞLU, F. Gamze BOZKURT, LEYLA ÖZER

İnternet Bankacılığında Banka Değiştirme Niyetini Etkileyen Faktörler

Bu çalışmanın amacı, internet bankacılığı kullanan kişilerin banka değiştirme niyetlerini etkileyen faktörleri ve banka değiştirme niyetinin, tüketicilerin demografik özelliklerine göre (yaş, cinsiyet, eğitim düzeyi, medeni durum ve gelir açısından) farklılık gösterip göstermediğini belirlemektir. Araştırma sonucunda tatminsizlik, hizmet kalitesinin düşüklüğü, fiyatın yüksek olması, bankanın ününün kötü olması, hizmet çeşitliliğinin azlığı ve zorunlu nedenlerin internet bankacılığını değiştirme niyetini artırdığı, tutundurma çalışmalarının ise, banka değiştirme niyetinde azalma sağladığı saptanmıştır. Bununla birlikte, internet bankacılığında banka değiştirme niyetinin eğitim düzeyine göre farklılık gösterdiği de belirlenmiştir. Lisans ve lisansüstü eğitimi almış kişilerin, lise eğitimi almış olanlara göre daha fazla banka değiştirme niyetinde olduğu, cinsiyet, yaş, medeni durum ve gelir düzeyine göre banka değiştirme niyetinin ise farklılaşmadığı saptanmıştır

Factors Affecting Bank Switching Intentions in E-Banking

The purpose of this research is to identify and examine the factors that contribute to bank switching intentions of e-banking customers and whether these intentions differ according to demographic characteristics (age, gender, education, marital status and income levels) of customers. Regression results suggested that customer dissatisfaction, low service quality, high price, unfavorable bank reputation, limited product variety and involuntary switching factors were positively related to customers' bank switching intentions in e-banking. On the other hand, promotion efforts were negatively related to customers' switching intentions. In addition to this, bank switching intentions were revealed to be differing according to education levels. Bank switching intentions of well-educated customers were tend to be higher, while age, gender, marital status and income level didn't make a difference on intentions. Based on the empirical results of current study, we will provide several theoretical and managerial implications in the area of service industry

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