CUSTOMER PENETRATION TRENDS IN ONLINE BANKING: A TURKISH CASE

Abstract

Alternative delivery channels and self-service, branchless banking are swiftly replacing the main channels for banking services worldwide. This study seeks to investigate relational analyses between retail online banking market in Turkey transaction numbers, transaction volumes and customer numbers. Quarterly data is employed for the analysis. The market numbers are compared for different purposes in a time frame of 3 years between 2011 and 2014. The number of customers, the number of transactions for a 16 financial transactions of various types, the volume of transactions and the changes are considered for the analyses. The results support that the market for online banking and the penetration channels of the bank have a stable tendency for growth.

Keywords

• Online banking,customer penetration,transaction volumes in banking

References

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