Finansal Ürünlerde Ortak Markalama: Ortak Markalı Kredi Kartları Üzerine Bir Çalışma

Öz

Bu çalışma, ortak markalı kredi kartlarında algılanan faydanın ve güvenin, ortak markalı bir kredi kartı kullanma niyetini nasıl etkilediğini ve bu unsurların ortak marka sadakatindeki dolaylı ve doğrudan etkilerini tespit etmek amacıyla yapılmıştır. Bu amaçla oluşturulan kavramsal modeli test etmek için en az bir ortak markalı kredi kartına sahip banka müşterilerine çevrimiçi anket uygulanmıştır. Öncelikle katılımcı yanıtları, açıklayıcı ve doğrulayıcı faktör analizine tabi tutulmuştur. Sonrasında modeldeki yapılar arasındaki ilişkilerin etki yönlerini belirleyebilmek için yol (path) analizi yapılmıştır. Sonuçlara göre ortak markalı kredi kartı kullanma niyeti, ortak marka sadakatinin temel belirleyicisidir (β=0,97 p<0,01). Ortak markalı kredi kartı kullanma niyeti ise bu kartların algılanan faydasından (β=0,47 p<0,01) ve ortak markaya olan güvenden (β=0,50 p<0,01) doğrudan pozitif bir şekilde etkilenmektedir. Dolaylı etkiler incelendiğinde; ortak marka sadakatinin, ortak markaya olan güvene göre (β=0,49 p<0,01) ortak markalı bir kredi kartının algılanan faydasından (β=0,87 p<0,01) daha fazla etkilendiği görülmüştür. Bu araştırma bankalar arası marka ortaklıklarında başarının kilit noktalarını tanımladığından finansal ürünlerde ortak markalama literatürünü geliştirmektedir. Finansal ürün sağlayıcılarına ise pratikte kullanabilecekleri birtakım ipuçları sunmaktadır.

Anahtar Kelimeler

• Finansal Ürünler
• Ortak Markalama
• Güven
• Algılanan Fayda

Co-Branding in Financial Products: A Study on Co-Branded Credit Cards

Öz

This study was conducted to determine how perceived benefit and trust in co-branded credit cards affect the intention to use a co-branded credit card, and the indirect and direct effects of these factors on co-brand loyalty. To test the conceptual model created for this purpose, an online questionnaire was applied to bank customers who own at least at least one co-branded credit card. First of all, participant responses were subjected to explanatory and confirmatory factor analysis. Afterwards, path analysis was performed in order to determine the effects of the relations between the structures in the model. According to the results, intention to use co-branded credit card is the main determinant of co-brand loyalty (β=0.97 p<0.01). The intention to use a co-branded credit card is directly and positively affected by the perceived benefit of these cards (β=0.47 p<0.01) and the trust in the co-brand (β=0.50 p<0.01). When the indirect effects were examined, it was seen that co-brand loyalty was more affected by the perceived benefit of a co-branded credit card (β=0.87 p<0.01) than trust in the co-brand (β=0.49 p<0.01). This research develops the co-branding literature in financial products as it identifies the key points of success in interbank brand partnerships. On the other hand, it offers some tips to financial product providers that they can use in practice.

Anahtar Kelimeler

• Financial Products
• Co-Branding
• Trust
• Perceived Benefit

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