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TÜKETİCİ YENİLİKÇİLİĞİ VE GENİŞLETİLMİŞ TEKNOLOJİ KABUL MODELİNİN E-CRM ÜZERİNDE ETKİLERİ: BANKACILIK SEKTÖRÜNDE BİR UYGULAMA

THE EFFECTS OF CONSUMER INNOVATIVENESS AND EXTENDED TECHNOLOGY ACCEPTANCE MODEL ON E-CRM: AN APPLICATION ON BANKING SECTOR

Journal Name:

  • The Journal of Academic Social Science Studies

Publication Year:

  • 2013
DOI: 
http://dx.doi.org/10.9761/JASSS1400

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Banking is one of the most heavily sectors used E-CRM strategies. E-CRM offers opportunities to banks to set up customer focused relationships and to provide right services at the right time. The systems that require the use of technologies such as E-CRM, however, should be adopted by users. It is important for the firms to be specified the effective components in adopting E-CRM services with regards to improve these services and reach the large masses. Individual factors such as personality traits of the adoption of a technological system are effective. Both attitudes and beliefs of individuals on the basis of agreed levels of performance and use of technology to try to explain the components in addition to the extended technology acceptance model (perceived usefulness, perceived ease of use, information needs, attitudestowards the Internet use and perceived performance) that occur as a result of technological developments, the adoption of e-CRM services, effective is assumed to be. In this study, the effects of consumer innovativeness, which is a personality trait, and extended technology acceptance model, which is a socio-psychological based theory intended to explain the technology using behaviors of individuals, on adopting E-CRM services are analyzing. A questionnaire has been conducted to 432 people to analyze the aforesaid effects. As a result of the study, it can be seen that the innovative behaviors of customers, the benefits they perceive from electronic banking services, that they can easily use the services offered, that their need for knowledge is provided, their positive attitudes to internet use, and that they think their job performance has raised have important effects on adopting E-CRM services. For this reason, e-CRM applications of companies that will be useful to take these effects into account.
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Abstract (Original Language): 
Bankacılık, E-CRM stratejilerinin en yoğun şekilde kullanıldığı sektörlerden biridir. E-CRM bankalara; müşteri odaklı ilişkiler kurmak ve doğru zamanda doğru hizmetler sunmak için fırsatlar sunmaktadır. Ancak E-CRM gibi teknoloji kullanımını gerektiren sitemlerin, kullanıcılar tarafından benimsenmesi gerekmektedir. E-CRM hizmetlerinin benimsenmesinde etkili olan unsurların belirlenmesi, firmaların bu hizmetleri geliştirmesi ve daha geniş kitlelere ulaşabilmeleri açısından önemlidir. Teknolojik bir sistemin benimsenmesinde kişilik özellikleri gibi bireysel faktörler etkili olmaktadır. Bununla birlikte, bireylerin tutum ve inançları temel alınarak teknoloji kullanım performansları ve kabul düzeylerinin açıklanmaya çalışıldığı genişletilmiş teknoloji kabul modeli bileşenlerinin de (algılanan fayda, algılanan kullanım kolaylığı, bilgi ihtiyacı, internet kullanmaya yönelik tutum ve algılanan performans) teknolojik gelişmelerin sonucunda ortaya çıkan E-CRM hizmetlerinin benimsenmesinde etkili olduğu varsayılmaktadır. Bu çalışmada, bir kişilik özelliği olan tüketici yenilikçiliği ile bireylerin teknoloji kullanma davranışlarını açıklamaya yönelik sosyo-psikolojik temelli bir teori olan genişletilmiş teknoloji kabul modelinin, bankacılık sektöründe uygulanan E-CRM hizmetlerinin benimsenmesi üzerine etkileri incelenmektedir. Söz konusu etkileri incelemek için 432 kişiye anket çalışması uygulanmıştır. Araştırma sonuçlarında bankacılık sektöründe kullanılan E-CRM hizmetlerinin benimsenmesinde; tüketicilerin yenilikçi davranışlarının, elektronik bankacılık hizmetlerinden algıladıkları faydanın, verilen hizmetleri kolaylıkla kullanabilmelerinin, bilgi ihtiyaçlarının karşılanmasının, internet kullanımına yönelik pozitif tutumlarının ve iş performanslarının arttığını düşünmelerinin önemli etkileri olduğu görülmektedir. Bu nedenle E-CRM uygulamaları yapan firmaların bu etkileri dikkate almaları faydalı olacaktır.
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149-180
  • Turkish

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