Управленец

2218-5003

2686-7923

10.29141/2218-5003-2023-14-1-5

YZGDDD

https://upravlenets.usue.ru/ru/-2023/1210

Влияние потребительского поведения на внедрение мобильного банкинга

Analysis of consumer behaviour variables influencing the adoption of mobile banking

Гусейнли

Нигар

Гусейнли

Нигар

Huseynli

Nigar

n.huseynli@unec.edu.azКандемир

Гёзде

Кандемир

Гёзде

Kandemir

Gözde

gozdekandemir@gmail.comГусейнли

Бахман

Гусейнли

Бахман

Huseynli

Bahman

bahmanhuseynli@gmail.com

Azerbaijan State University of Economics (UNEC) (Baku, Azerbaijan)Азербайджанский государственный экономический университет (UNEC) (г. Баку, Азербайджан)

Marmara University (Istanbul, Turkey)Университет Мармара (г. Стамбул, Турция)

Azerbaijan Public Employment Agency (Baku, Azerbaijan)Государственное агентство занятости Азербайджана (г. Баку, Азербайджан)

03032023

14160730311202223122022

CC BY-NC 4.0

Развитие мобильных технологий привело к появлению дополнительных возможностей в сфере банковских услуг и увеличению выгоды потребителей. Исследование направлено на установление взаимосвязи между удержанием клиентов мобильного банкинга и их пользовательским опытом, удовлетворенностью этим опытом и лояльностью бренду. Методология работы представлена теоретическими постулатами маркетинга, менеджмента услуг, а также теорией запланированного поведения и моделью принятия технологий. Применялись методы факторного, линейного и регрессионного анализа. Информационной базой послужили результаты опроса 327 пользователей мобильных приложений 10 банков Турции. Авторы выдвинули гипотезы о том, что такие аспекты опыта клиентов, как практичность банковских приложений, удовольствие от их применения и возможность персонализации, стимулируют к продолжению использования сервисов банков. Результаты проверки гипотез подтвердили их состоятельность: каждый из указанных аспектов, и в особенности практичность мобильного приложения, оказывает значительное влияние на удовлетворенность клиентов, их лояльность бренду и возможность их удержания. Установлено, что применение мобильного банковского сервиса и общее положительное впечатление от его функционала способствуют росту лояльности клиентов к банку, а удовлетворенность пользователей влияет на их намерение повторно обращаться к данному сервису. Возможным направлением дальнейшей работы может служить расширение выборки исследования.

Mobile technology advances have created additional opportunities for the banking sector and benefits for consumers. The paper examines the relationship between customer experience and satisfaction, usage intention and brand loyalty in the context of mobile banking. In particular, customer experience covers three aspects, namely enjoyment, personalization, and practicality of mobile applications. The methodological basis includes the theoretical principles of marketing and service management, as well as planned behavior theory and the technology acceptance model. The research methods of factor, linear and regression anayses were applied. The empirical basis of the study are the results of a survey of clients in ten Turkish banks. The initial sample was 411 respondents, of which 327 completed questionaires were received. The authors put forward a number of hypotheses about the impact of customer experience in mobile banking on the retention of banking services users. According to the results, all the hypotheses were supported. It was found that each of the three aspects of user experience, and practicality of mobile banking applications in particular, has a significant impact on customer satisfaction, intention to use, and brand loyalty. The findings demonstrate that mobile banking usage intention and customer satisfaction affect loyalty to the bank brand, and customer satisfaction influences mobile banking usage intention. Increasing the number of respondents and including more banks in the research are among the directions for future research.

мобильный банкинг;потребительское поведение;удовлетворенность потребителя;удовольствие от использования;практичность;верность бренду.

mobile banking;consumer behaviour;customer satisfaction;enjoyment;practicality;brand loyalty

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