KATILIM BANKACILIĞINDA PAZARLAMA ALANINDA YAPILAN ÇALIŞMALARA İLİŞKİN LİTERATÜR İNCELEMESİ

Öz

Amaç: Geleneksel bankalara alternatif olarak ortaya çıkan ve bankacılık işlemlerinin İslami finans hükümlerine uygun olarak harmanlanmasını içeren katılım bankacılığının önemi her geçen gün artmaktadır. Bunun sonucu olarak katılım bankacılığı İslamiyetin yaygın olduğu ülkeler dışında dahi varlık bulmaktadır. Katılım bankacılığı faaliyetlerinin hızlanması ve mevcut rekabetin üst seviyelere ulaşması karşısında katılım bankacılığının finansal konular dışında da incelenmesi gerektiği düşüncesiyle katılım bankacılığının pazarlama alanında nasıl ele alınması gerektiğine yönelik akademik çalışmaların sayısında artış görülmektedir.  Bu çalışma, pazarlama alanında katılım bankacılığı ile ilgili yapılan çalışmaları derlemekte, konuyla ilgili geniş bir literatür taraması sonucunda en fazla çalışılmış konuları ve bu çalışmalarda elde edilen bulguları aktararak katılım bankacılığı yazınına katkı sağlamaktadır. Ayrıca, bu konuda geniş kapsamlı inceleme yapan ilk çalışma olma özelliğini taşımaktadır.

Yöntem: Katılım bankacılığında pazarlama alanında yapılan çalışmalara ilişkin detaylı bir literatür araştırması yapılmış, tarihsel süreç içerisinde hangi konuların ele alındığı ve hangi bulgulara ulaşıldığı tespit edilerek süreç incelemesi yapılmıştır.

Bulgular: Literatür taraması sonucunda katılım bankacılığı ile ilgili yapılmış çalışmaların konu açısından çok geniş kapsamlı olarak ele alınmadığı görülmektedir. Söz konusu çalışmalarda, genellikle tüketici tutumları, algılamaları, tercihleri, sadakati ve hizmet kalitesi konuları üzerinde durulduğu, bununla birlikte yalnızca tüketici grupları (Müslüman ve Gayrimüslim) ya da ülke bazlı bazı farklılıklara yer verildiğini söylemek mümkündür. Bu bakımdan literatürde halihazırda da ele alınan konular açısından büyük bir boşluk olduğu görülmektedir. Katılım bankacılığına yönelik gelecekte yapılacak çalışmalarda yaşam tarzı, algılanan risk, algılanan değer, marka değeri, marka güveni gibi birçok farklı konunun ele alınabileceği ve farklı araştırma modellerinin geliştirilebileceği değerlendirilmektedir. Bu çalışma literatürdeki çalışmaları bir araya getirmekte, katılım bankacılığı literatüründe var olan boşlukları göstermektedir.

Anahtar Kelimeler

• Katılım bankacılığı,Tüketici tutumları,Hizmet kalitesi,Tüketici tatmini

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