Banka Reklamlarına Duyulan Güvenin Banka Sadakatine Etkisinde Bankanın Kurumsal İmajının Rolü

Öz

Bu araştırmanın amacı, banka reklamlarına duyulan güvenin banka sadakati üzerindeki etkisini ve bu ilişkide bankanın kurumsal imajının aracılık rolünü incelemektir. Günümüzde bankacılık sektöründe yoğun rekabet koşullarının artması, bankaların müşterileriyle güven temelli ve sürdürülebilir ilişkiler kurmasını önemli hâle getirmiş durumdadır. Bu süreçte reklam faaliyetleri, yalnızca bilgilendirme amaçlı değil, aynı zamanda bankaya yönelik güven ve olumlu kurumsal algı oluşturma açısından stratejik bir iletişim unsuru haline gelmiştir. Araştırmanın evrenini Türkiye’de yaşayan 18 yaş ve üzeri bireyler oluşturmakta olup, araştırma verileri çevrim içi anket yöntemiyle 487 katılımcıdan elde edilmiştir. Verilerin analizinde geçerlilik, güvenilirlik analizleri ve hipotezlerin test edilmedinde yapısal eşitlik modellemesi (YEM) kullanılmıştır. Araştırma sonuçları, kullanılan ölçeklerin geçerli ve güvenilir olduğunu göstermiştir. Elde edilen bulgulara göre, banka reklamlarına duyulan güvenin banka sadakati üzerinde pozitif ve anlamlı bir etkisi bulunmaktadır (β=0,376; p<0,01). Ayrıca banka reklamlarına duyulan güvenin bankanın kurumsal imajını olumlu yönde etkilediği (β=0,383; p<0,01), bankanın kurumsal imajının ise banka sadakati üzerinde anlamlı bir etkisinin olduğu belirlenmiştir (β=0,599; p<0,01). Aracılık analizi sonucunda, bankanın kurumsal imajının banka reklamlarına duyulan güven ile banka sadakati arasındaki ilişkide kısmi aracılık rolüne sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

• Banka reklamları
• Reklam güveni
• Kurumsal imaj
• Banka sadakati

The Role of o Bank's Corporate Image in the Effect of Trust in Bank Advertisements on Bank Loyalty

Öz

The purpose of this study is to examine the effect of trust in bank advertisements on bank loyalty and the mediating role of the bank’s corporate image in this relationship. Today, the intensifying competitive conditions in the banking sector have made it crucial for banks to establish trust-based and sustainable relationships with their customers. In this context, advertising activities have become a strategic communication tool not only for informational purposes but also for building trust in the bank and fostering a positive corporate image. The study population consists of individuals aged 18 and older residing in Turkey, and the data were collected from 487 participants via an online survey. Structural equation modeling (SEM) was used in the data analysis to assess validity and reliability and to test the hypotheses. The research results demonstrated that the scales used were valid and reliable. According to the findings, trust in bank advertisements has a positive and significant effect on bank loyalty (β=0.376; p<0.01). Furthermore, it was determined that trust in bank advertisements positively affects the bank’s corporate image (β=0.383; p<0.01), and that the bank’s corporate image has a significant effect on bank loyalty (β=0.599; p<0.01). The mediation analysis revealed that the bank’s corporate image plays a partial mediating role in the relationship between trust in bank advertisements and bank loyalty.

Anahtar Kelimeler

• Bank advertising
• Advertising trust
• Corporate image
• Bank loyalty

Kaynakça

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