Sanal Bankacilik Müşteri̇ Asi̇stanlarina İli̇şki̇n Hi̇zmet Kali̇tesi̇ni̇n Müşteri̇ Güveni̇, Müşteri̇ Tatmi̇ni̇ Ve Müşteri̇ Sadakati̇ne Etki̇si̇ Ve Ağizdan Ağiza İleti̇şi̇m

Abstract

The user and task-oriented virtual customer assistants offered by banks to their customers can perform many transactions, provide information, and give investment advice to customers through banks' digital platforms. The day-to-day increase in the number of customers experiencing virtual customer assistants necessitates questioning the quality of the service provided by banks. At this point, the aim of the study is to reveal the effects of the utilitarian and hedonic service quality dimensions of virtual customer assistants on customer trust, customer satisfaction, and customer loyalty, as well as to determine the effect of customer trust, customer satisfaction and customer loyalty on word-ofmouth communication. In line with this goal, the survey was applied in Turkey to 346 bank customers, experiencing virtual customer assistant, via convenience sampling and snowball sampling methods. Data were analyzed by the technique of structural equation model via the Smart PLS program. Research results show that the dimension of usefulness and entertainment, which is one of the service quality dimensions for the virtual banking customer assistant, has an impact on customer trust, customer satisfaction, and loyalty, and the dimension of being trend has an impact on customer trust. However, the research results show that trust in the virtual banking customer assistant positively affects customer satisfaction and loyalty regarding using virtual customer assistant. Since the application of virtual banking customer assistant is just a new service, the effect of word-of-mouth communication was also measured in the research, and it was seen that the trust and loyalty of customers towards this service had an impact on word-of-mouth communication. Also, that customers' experience of virtual assistants in the banking sector in Turkey is yet to be studied reveals the originality of this research.

The effect of social servicescape on price fairness and customer trust: a study in coffee shops

“…(4) Openness is the willingness of a person to open himself to the other side and to act honestly towards other people's messages (Trini and Salim, 2018). According to Eren (2021), trust consists of two dimensions. These dimensions are cognitive and sensory trust.…”