Müşteri ve banka iş birliği ile değer ortak yaratımı: Hizmet baskın mantık (Servıce Domınant Logıc) ve hizmet mantığı (Servıce Logıc) perspektiflerinin elektronik cüzdanlar üzerinden uygulanması
Value co-creation in banking: Service-Dominant Logic and Service Logic perspectives via electronic wallets
- Tez No: 943989
- Danışmanlar: DOÇ. DR. ADNAN VEYSEL ERTEMEL
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2025
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Lisansüstü Eğitim Enstitüsü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: İşletme Bilim Dalı
- Sayfa Sayısı: 81
Özet
Bu çalışma, bankacılık sektöründe müşteri ve banka iş birliğinin, Hizmet Baskın Mantık (Service-Dominant Logic - SDL) ve Hizmet Mantığı (Service Logic - SL) perspektifleri doğrultusunda elektronik cüzdan teknolojileri aracılığıyla nasıl değer ortak yaratımına dönüştüğünü incelemektedir. Dijital dönüşümün hızlanmasıyla birlikte, finansal işlemlerde elektronik cüzdanların sunduğu kolaylık, güvenlik ve esneklik, müşteri deneyimlerini yeniden yapılandırmada stratejik bir öneme sahip olmuştur. Bu çalışma, elektronik cüzdan uygulamalarının müşteri memnuniyeti, algılanan değer ve kullanım alışkanlıkları üzerindeki etkilerini ortaya koymayı amaçlamaktadır. Araştırmanın temel hedefi, müşterilerin elektronik cüzdanları kullanırken deneyimledikleri avantajları ve karşılaştıkları zorlukları belirlemek ve banka-müşteri etkileşiminin değer yaratımına katkısını ölçmektir. Nicel yöntem kullanılan bu çalışmada, Türkiye genelinde elektronik cüzdan deneyimi olan 300'den fazla katılımcıdan toplanan anket verileri SPSS 29.0 kullanılarak analiz edilmiştir. Anket; demografik özellikler, kullanım alışkanlıkları, algılanan faydalar, güvenlik ve memnuniyet gibi Likert ölçeğine dayalı ifadeler içermektedir. Hipotez testleri, elektronik cüzdan kullanımının zaman tasarrufu sağladığını, müşteri memnuniyetini artırdığını ve daha çok genç kullanıcılar ile orta ve yüksek gelir grubundaki bireyler tarafından benimsendiğini göstermiştir. Bulgular, hızlı ödeme hizmetleri ve promosyon kampanyalarının beklenen seviyede algılanan değeri artırmadığını ancak güvenlik özelliklerinin müşteri güvenini olumlu yönde etkilediğini ortaya koymuştur. Ayrıca, e-cüzdan kullanıcılarının genel memnuniyet seviyesinin geleneksel ödeme yöntemlerini kullanan bireylerden önemli ölçüde yüksek olduğu tespit edilmiştir. Bu tez, bankaların dijital ödeme sistemlerini stratejik bir şekilde kullanarak değer yaratım süreçlerini nasıl geliştirebileceğini göstererek teorik ve pratik katkılar sunmaktadır. Sonuçlar, yenilikçi ödeme çözümlerinin bankacılık sektöründe rekabet avantajı sağlamada kritik bir rol oynadığını ve müşteri deneyimini sürdürülebilir kılmak için hizmet odaklı yaklaşımların benimsenmesi gerektiğini göstermektedir. Bu bağlamda çalışma, bankaların dijital cüzdan uygulamalarını geliştirmelerine yönelik stratejik öneriler sunmakta ve farklı demografik gruplar ile piyasa koşullarını dikkate alan daha kapsamlı analizlere duyulan ihtiyacı vurgulamaktadır.
Özet (Çeviri)
This study explores how value co-creation between banks and customers unfolds through electronic wallet (e-wallet) technologies in the banking sector, grounded in the theoretical lenses of Service-Dominant Logic (SDL) and Service Logic (SL). As digital transformation accelerates globally, the proliferation of innovative digital financial tools such as e-wallets has redefined how banks deliver services and engage with customers. E-wallets offer users increased convenience, security, and efficiency in financial transactions and serve as interactive platforms for value co-creation between service providers and customers. In recent years, the emergence of e-wallets has significantly altered consumer behavior, banking operations, and the broader landscape of financial intermediation. These digital solutions not only replace traditional payment methods such as cash and cards but also represent a shift toward more integrated, interactive, and service-oriented models of financial exchange. As the banking sector continues to evolve in response to technological innovation, understanding the mechanisms by which value is co-created in this digital context becomes increasingly critical. The primary objective of this research is to examine the effects of e-wallet usage on customer satisfaction, perceived value, and behavioral habits, while assessing how bank–customer collaboration contributes to mutual value creation. Adopting a quantitative methodology, the study collected survey data from 306 e-wallet users across Türkiye. The survey instrument included demographic questions, behavioral measures, and Likert-scale statements related to perceived ease of use, security, value, and satisfaction. The data was analyzed using SPSS 29.0 with various statistical methods, including descriptive analysis, correlation, regression, and chi-square tests. The research model was constructed on SDL and SL foundations, assuming that value is not embedded in services or products per se, but co-created through dynamic interactions between banks and customers. E-wallet technologies exemplify this by enabling a participatory service environment where customer experiences, feedback, and engagement shape the financial services ecosystem. This co-creation process is deeply relational and contextual, reflecting the notion that both the firm and the customer contribute resources—such as knowledge, time, or trust—to develop mutually beneficial outcomes. The findings validated several hypotheses proposed in the study. First, e-wallets were shown to significantly contribute to time-saving (H1), with most participants indicating that using e-wallets reduced the time and effort associated with traditional payment methods. This finding underscores the role of digital convenience in enhancing user experience and affirms prior research that positions technological efficiency as a key determinant of adoption. Second, while promotional campaigns and rapid payment services were hypothesized to enhance perceived value (H2), this was not statistically supported. Users did not perceive significant value from such marketing efforts, suggesting a disconnect between promotional incentives and user expectations. This result indicates that superficial or generic promotional tactics may not resonate with digitally literate consumers, who prioritize functional benefits such as speed, security, and usability over financial inducements. Third, users of e-wallets reported higher levels of customer satisfaction compared to those using traditional payment methods (H3). Mann-Whitney U test results demonstrated a statistically significant difference between these two groups, emphasizing the superiority of e-wallets in shaping positive customer experiences. Satisfaction, in this context, was closely linked to factors such as user interface design, transaction speed, and perceived reliability, all of which are areas where digital technologies have a distinct advantage over legacy banking systems. Fourth, security emerged as a vital element influencing trust and satisfaction (H4). Regression analysis confirmed that perceived security positively impacted satisfaction levels, reinforcing the notion that trust is foundational to the success of digital financial services. E-wallet users consistently cited biometric authentication, transaction notifications, and fraud protection measures as essential features contributing to their peace of mind. This aligns with broader literature on digital trust, which emphasizes security as a prerequisite for engagement and loyalty. Fifth, younger users (aged 18–35) were significantly more inclined to adopt and use e-wallet technologies (H5). Chi-square tests indicated a strong and statistically significant relationship between age and e-wallet adoption. This finding supports the idea that digital natives are more receptive to fintech innovations due to their technological fluency and openness to new platforms. It also suggests that generational targeting could be a critical strategy for banks aiming to increase e-wallet penetration. Finally, while there appeared to be a positive trend between higher income levels and e-wallet usage (H6), statistical significance was not conclusively established, suggesting a need for further investigation with a larger or more diverse sample. Although wealthier users may have greater access to digital infrastructure, other variables—such as financial literacy, regional access, or cultural attitudes—might mediate this relationship and merit deeper exploration. The demographic distribution of participants revealed that the majority belonged to the 25–34 age group, followed by 35–44, and 45–54. There was a nearly equal gender split, and most respondents held at least a bachelor's degree. Interestingly, 59.5% of the sample did not use e-wallets, highlighting a substantial growth potential in the market. Among non-users, more than 85% expressed willingness to adopt e-wallets if better informed about their benefits, indicating that awareness and education remain critical factors for diffusion. In terms of usage frequency, 28.2% of users utilized e-wallets daily, while 33.1% used them occasionally. This indicates variability in adoption depth and highlights the need for tailored strategies to convert occasional users into regular ones. Strategies such as gamification, usage-based rewards, and personalized interfaces may encourage greater habitual use. Furthermore, a significant proportion of participants could not distinguish between digital wallets and e-wallets, pointing to a knowledge gap that financial institutions should address to ensure proper understanding and usage. From a theoretical standpoint, this thesis contributes to the SDL and SL literature by contextualizing their application within the domain of digital payment systems. According to SDL, value is co-created through interactions, rather than being embedded in the product or service itself. E-wallets provide a medium for such interaction, allowing customers to not only consume services but also participate in their evolution. For instance, user feedback loops and app-based customer service channels serve as mechanisms for real-time service modification. Similarly, SL emphasizes the importance of process integration, relationship-building, and interaction for enhancing customer value. In this study, e-wallets emerged as platforms that support these principles by enabling dynamic communication, personalized offerings, and continuous service improvement. The practical implementation of SDL and SL through e-wallets was observed in users' active roles in providing feedback, reporting issues, and influencing service design. This research makes several contributions to theory and practice. Theoretically, it bridges the gap between emerging digital banking technologies and contemporary service marketing frameworks. By aligning e-wallet functionalities with SDL and SL concepts, the study illustrates how financial institutions can shift from product-centric to service-centric business models. It also highlights how customer empowerment and digital engagement can serve as catalysts for innovation and competitiveness in financial services. Practically, the study offers strategic recommendations for banks and fintech companies. To enhance e-wallet adoption and user satisfaction, banks must prioritize ease of use, robust security measures, and intuitive interfaces over generic promotional campaigns. Addressing user concerns around data privacy, fraud risk, and system reliability is critical for long-term trust and engagement. Moreover, segmentation strategies should focus on the most responsive demographics—particularly young and digitally literate consumers—while also targeting underrepresented groups through tailored communication and inclusive design. Financial literacy campaigns, usability improvements, and integrated loyalty programs may further support adoption. Banks could also collaborate with educational institutions, influencers, or community organizations to enhance outreach and awareness. When compared to prior studies, this research both confirms and challenges existing narratives. For example, while many studies affirm the efficacy of promotional tactics in driving digital payment adoption, this study contradicts that assumption, showing that such incentives may not significantly affect perceived value. Conversely, the findings strongly align with literature emphasizing the role of convenience and security in digital banking satisfaction. The study also reaffirms the centrality of active customer involvement in service improvement, as proposed by SDL and SL theorists. It extends this understanding to the Turkish banking context, which has been relatively underexplored in this area, thus filling a significant gap in the literature. By capturing user insights from a rapidly digitizing economy, the study provides actionable intelligence for both local and global financial actors. The study concludes that electronic wallets are more than just a payment tool; they are strategic assets for building sustainable, trust-based relationships between banks and customers. Through co-creation, banks can derive insights from customer usage patterns and feedback to continually refine their services. This shift reflects a broader transformation toward participatory service ecosystems in which customers are no longer passive recipients but active contributors to service development. Future research should aim to validate these findings across different cultural and market contexts and examine additional variables such as user interface design, social influence, and regulatory compliance. Longitudinal studies can further explore how user preferences evolve over time and how e-wallet services can adapt accordingly. Examining cross-national variations, especially in developing vs. developed economies, could also yield valuable comparative insights. In conclusion, this study underscores the critical importance of adopting service-oriented paradigms in the digital transformation of the banking sector. By doing so, financial institutions can not only improve customer satisfaction and loyalty but also position themselves competitively in an increasingly digital financial ecosystem. The co-creative potential of e-wallet technologies opens new pathways for innovation, differentiation, and sustainable value generation in the financial industry.
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