Dijital Bankacılıkta Müşteri Odaklı Pazarlama Stratejilerine Yönelik Akademik Yaklaşımlar: WoS Tabanlı Bibliyometrik Bir Analiz

Abstract

Bu çalışma, bibliyometrik analiz çerçevesinde dijital bankacılıkta müşteri odaklı pazarlama stratejilerine yönelik akademik yaklaşımları incelemektedir. Araştırmanın amacı, son yıllarda dijitalleşmenin hızlanmasıyla ivme kazanan dijital bankacılıkta müşteri odaklı stratejilerle ilgili bilimsel eğilimleri, önde gelen yazarları, kurumları, ülkeleri ve tematik yönelimleri belirlemektir. Web of Science (WoS) veri tabanında 2021 ile 2025 yılları arasında yayınlanan makale, erken görünümde makale ve araştırma makaleleri süzülerek, “dijital bankacılık”, “müşteri odaklı” ve “pazarlama stratejisi” anahtar kelimeleri birlikte aratılarak listelenen toplam 1.428 makale analiz edilmiştir. Analizler ve görselleştirme VOSviewer programı kullanılarak gerçekleştirilmiş; ortak yazar, yazar atıfları, anahtar kelime, ülke, kurum ve bibliyografik eşleştirme analizleri yapılmıştır. Sonuçlar, son beş yılda dijital bankacılıkta müşteri odaklı stratejilerle ilgili yayınlarda önemli bir artış olduğunu ortaya koymuştur. En çok atıf alan ülkeler Çin, ABD, İngiltere, Hindistan ve Fransa olurken, en yüksek katkı sağlayan kurumlar Cambridge Üniversitesi, Fudan Üniversitesi ve Gana Üniversitesi olmuştur. Anahtar kelime analizinde en sık kullanılan kavramlar “dijital dönüşüm”, “pazarlama stratejisi”, ‘fintech’ ve “dijital bankacılık” olmuştur. Bulgular, müşteri deneyimi, güven, gizlilik ve yapay zekâ temalarının literatürde önem kazandığını göstermektedir. Çalışma, dijital bankacılıkta müşteri odaklı pazarlama stratejilerindeki bilimsel eğilimleri sistematik olarak ortaya koyarak gelecekteki araştırmalara ışık tutmayı amaçlamaktadır. Ayrıca, müşteri memnuniyetini ve sadakatini artırmak için yapay zekâ ve veri analitiği tabanlı uygulamaların potansiyelini vurgulamaktadır.

Keywords

• Dijitalleşme
• Dijital Bankacılık
• Müşteri Odaklılık
• Pazarlama Stratejileri
• Fintech

Academic Approaches to Customer-Focused Marketing Strategies in Digital Banking: A Web of Science-Based Bibliometric Analysis

Abstract

This study examines academic approaches to customer-focused marketing strategies in digital banking within the framework of bibliometric analysis. The aim of the research is to identify scientific trends, leading authors, institutions, countries, and thematic orientations related to customer-focused strategies in digital banking, a field that has gained momentum with the acceleration of digitalization in recent years. A total of 1,428 articles published in the Web of Science (WoS) database between 2021 and 2025 were filtered by document type (article, early access, and research article) and analyzed by searching for the keywords “digital banking,” “customer-focused,” and “marketing strategy”. Analyses and visualizations were performed using the VOSviewer software; co-author, author citation, keyword, country, institution, and bibliographic matching analyses were conducted. The results revealed a significant increase in publications related to customer-focused strategies in digital banking over the past five years. The countries with the most citations were China, the US, the UK, India, and France, while the institutions with the highest contribution were Cambridge University, Fudan University, and the University of Ghana. The most frequently used concepts in the keyword analysis were “digital transformation,” “marketing strategy,” “fintech,” and “digital banking.” The findings show that customer experience, trust, privacy, and artificial intelligence themes have gained importance in the literature. The study aims to shed light on future research by systematically revealing scientific trends in customer-focused marketing strategies in digital banking. It also highlights the potential of artificial intelligence and data analytics-based applications to increase customer satisfaction and loyalty.

Keywords

• Digitalization
• Digital Banking
• Customer Focus
• Marketing Strategies
• Fintech

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