Bankacılıkta dijital kanallar ve sanal topluluklar üzerine vaka çalışması TERA

Yıl 2023, Cilt: 27 Sayı: 1, 63 - 87, 31.10.2023

Meral Ahu Karageyim

Öz

Sanal toplulukların bankacılıkta ilişkisel pazarlamadaki rolünü anlamaya çalışan bu nitel vaka çalışması sanal toplulukların bankacılıkta önemi ile ilgili değerli bulgular ortaya koymaktadır. Vaka çalışmasının bulgularına göre sanal topluluklar müşterilerle etkileşim, diyalog, yakın ve doğrudan ilişkileri sağlayan önemli platformlardır ve ilişkisel pazarlama stratejilerine dahil edilmelidir. Araştırma aynı zamanda bir dijital bankanın sosyal medya hesaplarını sanal topluluğa dönüştürmesine giden yolu da ortaya koymaktadır. Sanal topluluk özellikle şubesiz dijital bir bankanın müşterileri ile ilişkilerinde etkin bir iletişim kanalı ve İnovasyon merkezine dönüşmüştür. Vaka çalışması sanal topluluk yönetimi ile ilgili olarak açık ve şeffaf iletişim tarzı, proaktiflik, daha demokratik yönetim tarzı önemli ipuçları da vermektedir.

Anahtar Kelimeler

sanal topluluklar, sosyal medya, finansal hizmetler pazarlaması, nitel, vaka çalışması, bankacılık

How engaged are your customers? The rise of an online community for relationship marketing in banking: A European Perspective TERA

Öz

Purpose: The study seeks to understand the role of online communities in relationship marketing in banking.
Design/methodology/approach: A qualitative approach with case study methodology has been selected for this investigation.
Findings: The online community provides a valuable tool for relationship marketing providing engagement, closeness, dialogue, proximity, and direct contact with customers. The research reveals important findings about the evolution of social media account to an online community and advantages of a community for an online bank: an innovation center and a communication channel. Useful insights about community management have been identified such as open and transparent communication style, proactivity, more democratic management style.
Originality: The research reveals the importance of social media and an online community in financial context.

Anahtar Kelimeler

Relationship marketing, Online communities, Social media, Bank marketing, Financial services, Qualitative research, Digital bank, Engagement

Kaynakça

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