Publication: Türk bankacılık sisteminde bankacılık hizmet gelirlerini attırma alternatifleri: Yeni ürünler
Abstract
Günümüzde bankacılık sektörü, ekonomideki en dinamik sektördür. Her geçen gün sektördeki ilerleme ve değişim hız kazanmaktadır. Küreselleşme, sektördeki yapıları değiştirmekte, şirket evlilikleri ile birlikte sektörde rekabet artmaktadır. Pazarlama alanında yaşanan teorik ve pratik gelişmeler müşteri banka ilişkilerini, yoğun müşteri odaklı anlayışa taşımıştır. Yaşanan teknolojik ilerlemeler ise bankacılık sektöründeki maliyetleri düşürmekle beraber yeni uygulamaların devreye sokulmasına olanak tanımıştır. Tüm bu gelişmeler bankacılığın eskiden farklı olarak hayata geçirilmesini gerektirmiştir. Türk Bankacılık sektöründe de kronolojik açıdan dünyada yaşanan değişimler benzer şekilde görülmüştür. Türk ekonomisi son yıllarda düşük enflasyon hedefini ve beklentisini tutturmuş durumdadır. Bu gelişim ekonomide olduğu gibi bankacılık sektöründe de karlılığı etkilemiştir. Türk Bankacılık sektöründe teknoloji kullanımı ile birlikte yeni ürün ve dağıtım kanalları da kullanılmaya başlanmıştır. Yaşanan tüm bu değişmeler ve ilerlemeler bankalarda bankacılık hizmet gelirlerini arttırma stratejilerini doğurmuş ve bu çerçevede bankalar yeni kararlar almaya başlamıştır. Bankalar karlılıklarını arttırmak ve devam ettirmek için yeni ürün ve yöntemler bulmak zorundadır. Çalışmada ilk bölümde kavramsal tanımlar olan, piyasa ve banka kavramına, Türk Bankacılık Sisteminin gelişimine ve geldiği noktaya, hizmet kavramına, bankacılık pazarlamasına ve bankalarda toplam kalite yönetimine yer verilmiştir. İkinci bölümde alternatif dağıtım kanalları incelenmeye ve Türk Bankacılık Sektöründe yer alan bankalarda bu kanallar kullanılarak sunulan hizmet ve ürünlere örnekler verilmek sureti ile tanıtılmaya ve değişen sektör yapısı ve Türk Bankacılık Sektörünün 1990-2005 yılları arasında mali tabloları analizi yapılarak bankacılık hizmet gelirlerinin değişimi incelenmeye çalışılmıştır. Üçüncü bölümde ise yerli sermayeli özel bir bankada bankacılık hizmet gelirlerini arttırma alternatifi olarak kullanılan Western Union para transfer hizmeti uygulama örneği olarak incelenmiştir.
Recently, banking is the most dynamic sector in economy. Day by day, the progress and alteration in this sector accelerates. Globalisation changes the structures in the sector, and the competition increases related with the company unions. Theoretical and pragmatic improvements in marketing field brought the customer-bank relations to an intensive customer focused conception. Technological developments also caused brand new applications to come into life, as well as decreasing the costs in banking sector. All these events lead banking actualize different from past times. Alteration, which takes place in world chronologically, is seemed in Turkish Banking Sector. Lately Turkey's economy has caught the aim and expectation of low inflation. This event affected the profitability, not only in economy but also in banking sector. In Turkish Banking Sector,with the use of technology, new product and distribution channels have been commenced to be used. All of these changes and progress created new strategies which increase service incomes and in this respect, banks have begun to make new decisions. In order to increase their profitability and make it continuous, banks must investigate new products and methods. In the first section of this study; market and bank notions-which are conceptional descriptions,the progress and the point that Turkish Banking System has come, and Total Quality Management in banks are mentioned. In the second section, alternative distibution channels, services and products which are introduced by using these channels with given examples in the banks among Turkish Banking Sector and banking services incomings alteration- by analysing financial charts- between the years 1990-2005 in the banks among Turkish Banking Sector are tried to be investigated. In the third section, Western Union Money Transfer service, the service used as an alternative way for increasing the banking service income in a private bank with local capital, is studied as an example.
Recently, banking is the most dynamic sector in economy. Day by day, the progress and alteration in this sector accelerates. Globalisation changes the structures in the sector, and the competition increases related with the company unions. Theoretical and pragmatic improvements in marketing field brought the customer-bank relations to an intensive customer focused conception. Technological developments also caused brand new applications to come into life, as well as decreasing the costs in banking sector. All these events lead banking actualize different from past times. Alteration, which takes place in world chronologically, is seemed in Turkish Banking Sector. Lately Turkey's economy has caught the aim and expectation of low inflation. This event affected the profitability, not only in economy but also in banking sector. In Turkish Banking Sector,with the use of technology, new product and distribution channels have been commenced to be used. All of these changes and progress created new strategies which increase service incomes and in this respect, banks have begun to make new decisions. In order to increase their profitability and make it continuous, banks must investigate new products and methods. In the first section of this study; market and bank notions-which are conceptional descriptions,the progress and the point that Turkish Banking System has come, and Total Quality Management in banks are mentioned. In the second section, alternative distibution channels, services and products which are introduced by using these channels with given examples in the banks among Turkish Banking Sector and banking services incomings alteration- by analysing financial charts- between the years 1990-2005 in the banks among Turkish Banking Sector are tried to be investigated. In the third section, Western Union Money Transfer service, the service used as an alternative way for increasing the banking service income in a private bank with local capital, is studied as an example.