Türkiye'de mobil telekomünikasyon endüstrisinde self servis teknolojilerinin benimsenmesini etkileyen faktörler

Technology is no longer just a driver but a necessary platform for future development. Delivering outstanding customer service has become a fundamental part of almost every company's rules book. Self-service technologies are defined like "technological interfaces that enable customers to produce a service independent of direct service employee involvement" (Meuter, Ostrom, Roundtree, & Bitner, 2000). Self-service is a good and effective way of empowering the client. Besides allowing consumers better autonomy over the service, SSTs also decrease workload and expenses of service providers. This study aims to understand the factors which effect adoption of Self-Service Technologies in mobile telecommunications industry in Turkey. Studies in the literature cover a variety of industries such as mobile banking, marketing and internet shopping. However, there is no study that analyzes self-service applications in the telecommunication sector in Turkey. Davis's (1989) Technology Acceptance Model establishes the foundation of structural model. Model includes perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention. Compatibility is included from Roger's Diffusion of Innovation Theory. Personal innovativeness, system availability and perceived security are considered as other determinants of the technology acceptance process. Primary data is collected via online questionnaire. 314 of answers in questionnaire were used for analysis. Normality test is done to understand how the data is distributed. Then, factor and reliability analyses are followed by correlation and regression analysis. Each scale used in the questionnaire has good level of validity and reliability. Key words: Technology acceptance model, self service applications, mobile communications