Özet:

This study aims to determine whether demographic variables such as age, gender, income and education affect the experiential value perceptions of mobile banking users. The data collected in Turkey in August 2018 from 390 mobile banking users were analyzed by the SPSS statistical analysis program and tested through t-test and variance (ANOVA) analysis methods. The results indicated that there are no significant differences in value perceptions among mobile banking users in terms of gender and age variables. However, mobile banking users differ significantly concerning their personal and sensory value perceptions with a view to their income and education levels. This study revealed that there is a statistically significant relationship between the income and education levels of mobile banking users and their personal and sensory value perceptions. To increase the personal and sensory value perception of low income and low educated mobile banking customers, the banks should develop user-friendly, customizable and appealing mobile banking applications. This research is one of the rare studies exploring the relationship between the perception of value and demographic variables (gender, age, income, education level) within the context of mobile banking. If how consumers’ perceptions of value differ in terms of demographic variables is determined, it might be possible to design a successful market segmentation for customers, mobile marketing mix and strategy that improve satisfaction and loyalty in mobile banking.