Adoption of technological innovations by bank customers
Başlık çevirisi mevcut değil.
- Tez No: 364439
- Danışmanlar: DOÇ. DR. ESER BORAK
- Tez Türü: Doktora
- Konular: Bankacılık, İşletme, Banking, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1992
- Dil: İngilizce
- Üniversite: Boğaziçi Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 504
Özet
Özet yok.
Özet (Çeviri)
Turkish banking has been going through a considerable technological change during the last five years and has been technology intensive rather than human intensive. In this study, investigation of the diffusion of four innovations that are products of this period among Turkish bank customers, classification of bank customers by stage of adoption process and determination of the main characteristics of adopter/nonadopter categories by considering the activities of both banks and intermediaries were targeted. Thus, one of the important aims was to evaluate the adoption of four technology based service innovations, namely credit cards, automated teIIer machines (ATMs), electronic funds transfer at point of sale (EFTPOS) and telephone banking by considering both the demand and supply oriented factors. The study consists of two main parts. a) In the first part, the review of literature about service marketing, evolution of bank marketing, the impact of technology-based innovations on bank marketing, diffusion of innovations, evolution of bank marketing in Turkish banking sector and the role and dimensions of technology transfer in the sector are covered. b) In the second part, a three level empirical study that consists of indepth interviews conducted with 11 bank managers and 20 retailers and face to face interviews through questionnaires conducted with 593 bank customers is reported. The computer program SPSSIPC (V 2.0) was used for analyzing the data obtained from the study on bank customers, frequency distribution, cross-tabulation, Z-test, factor and multiple stepwise discriminant analyses were employed to analyze the data col1ected from the questionnaires. One of the important findings of the study is that although most of the banks have realized the importance of the presence and satisfaction of the individual customers, the majority of banks introduce aU of the retail banking innovations based on management concerns such as productivity increase or competition without considering the result of unacceptance of these innovations by their customers. In spite of this tendency, the present level of awareness and adoption of most of these innovations are impressive. AInong four innovations, ATM is the most widely known and accepted one. The findings indicate that credit card follows ATMs in terms of both - viawareness. and adoption level. On the other hand, the findings show that telephone banking although it is the latest one among four innovations, has gained attention and acceptance of considerable proportion of bank customers. However, both the level of awareness and adoption is very low in the case of EFTPOS as compared to other innovations. Furthermore, the study includes the findings about the sources of awareness, the level of knowledge, respondents' attitudes toward different attributes of each innovation, the reasons for usage, the problems with the usage, the intention of nonusers and the underlying reasons of their intentions for each innovation. Within the context of these findings, one of the important result is that both the attitudes of all respondents and experience of users indicate that some technical and managerial weaknesses of banks and practices of retailers might discourage both the nonuser's employing these innovations and users to continue usage. Another important finding of this study is the existence of a large number of laggards or potential adopters for each innovation. The study also includes the findings about the comparisons between groups determined according to the adoption behavior of the respondents. These findings indicate that perceived characteristics of each innovation and attitudes toward the way of provision of bank services in general are significant as much as demographic/socioeconomic, social attitudinal, communication-, experience-, personality-, and adoption process related variables. The findings about the comparisons between groups that are determined on the basis of adoption behavior indicate that although all of these innovations are in the same product category, based on the characteristics of the innovation, the groups for each innovation have somewhat different characteristics. However, it is possible to determine the characteristks of“high adopter”group for the technolob'Y based product category that includes all the innovations analyzed. The study shows that this group can be differentiated from the others based on experience -'. communication related and social variables. The study presents some important implications for bank managers, retailers, public and private and/or institutions that are intermediaries in transfering technology and the related academicians on the basis of findings whose general context is cited.
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