Katılım Bankalarında Bireysel Pazarlama Faaliyetleri ve Tüketicilerin Katılım Bankaları Tercihinde Etkili Olan Faktörler
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Date
2013
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Abstract
Dünyada giderek artan küreselleşme, yerel pazarları daha fazla rekabete açık hale getirmiş bunun yanında bilgi teknolojileri ile birlikte daha da bilinçlenen tüketiciler de her bir işletme ve sektörün müşteri odaklı bireysel pazarlama yaklaşımını benimsemeye zorlamıştır. Bu sektörlerden biri de bankacılık sektörü olup, faizsiz bankacılık prensibini benimseyen katılım bankaları, dünyada genel geçerli klasik bankacılık sistemi ile rekabet edebilmek için de bireysel pazarlama uygulamalarına ihtiyaç duymuştur. Ancak sistemin farklı oluşu, elbette katılım bankalarının da çok daha farklı bireysel pazarlama yaklaşımı benimsemesini gerektirmiştir. Bankacılık sisteminin iktisadi ve iktisadi olmayan her alandaki etkisi dikkate alındığında etkili bir pazarlama yaklaşımı, katılım bankaları için büyük önem arz etmektedir. Bu amaçla bu çalışmada katılım bankalarının bireysel pazarlama stratejileri ve uygulamaları, müşteri kitlesinin özellikleri ve rekabet koşulları dahilinde analiz edilmiştir. Sonuçlar göstermektedir ki, katılım bankaları, bireysel pazarlama faaliyetlerini hedef pazarın özelliklerine ve müşteri gruplarının farklı tercihlerine göre revize ederek rekabet avantajı yaratabilecektir. En önemlisi de din vb. nedenlerden çok, getiri olanakları nedeniyle katılım bankaları tercih edilmektedir. Türkiye?deki katılım bankalarının ise bireysel pazarlama yaklaşımında, rekabet koşullarının zorlaması nedeniyle, bireysel pazarlama stratejilerini dünyadaki emsallerine göre daha başarılı yürüttüğü sonucuna ulaşılmıştır. Anahtar Kelimeler: 1. Bireysel Pazarlama 2. Katılım Bankacılığı 3. Faizsiz Bankacılık 4. Küreselleşme
The increase in the globalization has also increased the competition in the markets at local and also international level. Moreover, the Information Technologies have made the consumers more aware and knowledgeable about the economy and products and services. Therefore, many enterprises have started to adopt customer oriented marketing approach in order to deal with the increase in competition and provide the customer satisfaction. One of the sectors that have been heavilty influenced by the results of globalization and other factors has been te banking sector. In the sector, the İslamic banks that have applied the interest-free principle into the banking products and services have more needed the customer oriented marketing in order to deal with high level of competition resulting from conventinoal banking system. The different approach to the banking system also has required the Islamic banks to apply different and unconventional marketing strategies. Once the influences of the banking and financial system upon the economic and non-economic all areas is considered, the marketing strategies and success of those strategies are highly significant for the Islamic banks. Therefore, in this work study the customer oriented marketing strategies and applications are analyzed based on the characteristics of the target customer groups and competition in the sector. The findings reveal that the Islamic banks could generate competitive advantage by revising their marketing strategies and adjusting those strategies for the specific target market features and customer characteristics. Most importantly, the customers do not prefer the interest-free banking because of the religion factor but because of return opportunities and profitability. In the case of Turkish banking sector, it is found out that Turkish interest free banking system is more successful in the implementation of customer oriented marketing than its World examples do. Key Words: 1. Customer Oriented Marketing 2. Participation Banking 3. Interest-Free Banking 4. Globalization
The increase in the globalization has also increased the competition in the markets at local and also international level. Moreover, the Information Technologies have made the consumers more aware and knowledgeable about the economy and products and services. Therefore, many enterprises have started to adopt customer oriented marketing approach in order to deal with the increase in competition and provide the customer satisfaction. One of the sectors that have been heavilty influenced by the results of globalization and other factors has been te banking sector. In the sector, the İslamic banks that have applied the interest-free principle into the banking products and services have more needed the customer oriented marketing in order to deal with high level of competition resulting from conventinoal banking system. The different approach to the banking system also has required the Islamic banks to apply different and unconventional marketing strategies. Once the influences of the banking and financial system upon the economic and non-economic all areas is considered, the marketing strategies and success of those strategies are highly significant for the Islamic banks. Therefore, in this work study the customer oriented marketing strategies and applications are analyzed based on the characteristics of the target customer groups and competition in the sector. The findings reveal that the Islamic banks could generate competitive advantage by revising their marketing strategies and adjusting those strategies for the specific target market features and customer characteristics. Most importantly, the customers do not prefer the interest-free banking because of the religion factor but because of return opportunities and profitability. In the case of Turkish banking sector, it is found out that Turkish interest free banking system is more successful in the implementation of customer oriented marketing than its World examples do. Key Words: 1. Customer Oriented Marketing 2. Participation Banking 3. Interest-Free Banking 4. Globalization
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Bankacılık, Bankacılık sektörü, Bankalar, Bireysel pazarlama, Faizsiz bankacılık, Banking, Banking sector, Katılım bankacılığı, Banks, Küreselleşme, Individual marketing, Interest-free banking, Müşteri tercihleri, Participation banking, Globalization, Pazarlama, Customer preferences, Rekabet, Marketing, Competition, Tüketici tercihleri, Consumer preferences
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94