Publication: Bankacılık hizmetlerinin pazarlanmasında banka müşterilerinin tercihlerini belirleyen unsurlar
Abstract
BANKACILIK HİZMETLERİNİN PAZARLANMASINDA BANKA MÜŞTERİLERİNİN TERCİHLERİNİ BELİRLEYEN UNSURLAR Yaşanan ekonomik gelişmeler sonucunda ortaya çıkan küreselleşme ve artan rekabet ortamı her alanda olduğu gibi bankacılık sektöründe de modern pazarlama anlayışının yer bulmasına neden olmuştur. Bankacılık sektöründe modern pazarlama anlayışı doğrultusunda pazarlama faaliyetleri yeniden planlanmıştır. Bankalar yeni müşteriler bulmanın yanı sıra var olan müşterilerinin devamlılığını sağlamak konusunda mesai yapmışlardır. Ülkemiz bankacılık sektöründe de yaşanan benzer değişimler çalışmanın temelini oluşturmuş ve “Bankacılık Hizmetlerinin Pazarlanmasında Banka Müşterilerinin Tercihlerini Belirleyen Unsurlar” tez konusu olarak belirlenmiştir. Bankacılık bir hizmet sektörü olduğundan, bu çalışmada hizmet konusuna kapsamlı bir şekilde yer verilmiş, hizmet ve hizmet pazarlamasına değinilmiştir. Banka tanımı ve banka hizmetleri kavramları açıklanarak, bankaların faaliyetlerine dair genel bir vizyon verilmeye çalışılmıştır. Banka müşterisinin banka seçimini etkileyen unsurlar üzerine gerekli olan literatür çalışması yapıldıktan sonra müşterilerin banka seçimlerini etkileyen 6 ana faktör belirlenmiş akabinde bankaların verdikleri hizmetler düşünülerek tercihlerin ölçümünde kullanılacak 28 adet unsur belirlenmiştir. Bu unsurlar önem ve uygunluk bataryalarında sorgulanmış. Yapılan analizler sonucunda banka müşterilerinin bir bankayı tercih etme sebepleri ve tercih ederken önemli olan unsurların ana banka seçiminde ne derece önemli olduğuna ilişkin tespitler yapılmıştır. Araştırma sonuçlarına göre yorumlar yapılmış ve önerilerde bulunulmuştur. Bankacılık, Hizmet Pazarlaması, Tüketici Tercihi
THE DETERMINING FACTORS OF THE BANK CUSTOMERS PREFERENCES IN BANK SERVICES MARKETING Economic developments, globalization and increasing competition environment led to become prevalent modern marketing understanding in the banking sector as in other sectors. Marketing operations were re-designed in banking sector in accordance with the modern marketing understanding. Banks are worked to find ways to find new customers, while pursuing ways to keep the continuum of the current customers. “The determining factors of the bank customers preferences in bank services marketing” has chosen as a thesis subject because of banking sector in Turkey has experienced similar changes as the world experience. As banking is a services sector, this study focuses closely on services in detail, including services in and marketing of services. Banking definition and banking services were also gone through to give a vision to reader. After the literature study of the factors that affect the choices of banks, it was determined 6 main factors which would be affect the bank choices. After that thinking about banking service 28 item were specified. These items were asked in two parts; Importance and Suitability. The reasons that costumers have or develop to choose a bank to work with and the relation of importance and the suitability of the factors were analyzed, explained and some suggestions were gave. Key Words: Banking, Service Marketing, Consumer's preference
THE DETERMINING FACTORS OF THE BANK CUSTOMERS PREFERENCES IN BANK SERVICES MARKETING Economic developments, globalization and increasing competition environment led to become prevalent modern marketing understanding in the banking sector as in other sectors. Marketing operations were re-designed in banking sector in accordance with the modern marketing understanding. Banks are worked to find ways to find new customers, while pursuing ways to keep the continuum of the current customers. “The determining factors of the bank customers preferences in bank services marketing” has chosen as a thesis subject because of banking sector in Turkey has experienced similar changes as the world experience. As banking is a services sector, this study focuses closely on services in detail, including services in and marketing of services. Banking definition and banking services were also gone through to give a vision to reader. After the literature study of the factors that affect the choices of banks, it was determined 6 main factors which would be affect the bank choices. After that thinking about banking service 28 item were specified. These items were asked in two parts; Importance and Suitability. The reasons that costumers have or develop to choose a bank to work with and the relation of importance and the suitability of the factors were analyzed, explained and some suggestions were gave. Key Words: Banking, Service Marketing, Consumer's preference