Finans Sektöründe Dağıtım Kanallarının Gelişimi: Türk Bankacılık ve Sigortacılık Örneği

Yıl 2023, Cilt: 6 Sayı: 4, 251 - 264, 16.10.2023

Ebru Bilgen Kocatürk

https://doi.org/10.59445/ijephss.1340941

Öz

Bu çalışmanın amacı, finans sektöründe dağıtım kanallarının gelişimini bankacılık ve sigortacılık bağlamında incelemektir. İşletmeler, ürettikleri mal ve hizmetlerin ilgili piyasada pazarlanması koşuluyla faaliyetlerine devam edebilmekte ve faaliyetlerini geliştirebilmektedirler; bu bakış açısından üretim ekonomisi ve finansal ekonomi ana ayrımını dikkate almaksızın, tüm işletmeler için dağıtım kanallarının işlevi büyük önem taşımaktadır. Şirketlerin pazarlama performansının başarılı olması burada kilit etken olarak ön plana çıkmaktadır. Bu gerçek, pazarlama ve alt bileşenlerinin önemini açıklamaktadır. Çalışma, küresel ve yerel ölçekte iktisadi ve mali açıdan belirli dönemlerde meydana gelen kriz ve buhranlara rağmen bankacılık sektörünün ve özellikle sigorta sektörünün önemli ölçüde büyüdüğü Türkiye'yi gelişmekte olan bir ülke olarak ele almaktadır. Bu çalışmada, 2001 yılında ülkede meydana gelen ekonomik kriz sonrasında Türkiye’de finans piyasalarının -özellikle bankacılık sektörünün- önemli bir dönüşüm geçirdiği 2002 yılı sonrası yıllar için dağıtım kanallarındaki değişim analiz edilmiş; bunun yanında sigortacılık pazarında dağıtım kanallarındaki gelişim ve değişim incelenmiştir. Pazarlama alanı ile ilgili rakamları kapsamlı bir şekilde analiz eden bu makale, Türkiye pazarı söz konusu olduğunda, finans sektöründe dağıtım kanallarının geliştirilmesi için hala imkan ve fırsat olduğunu öne sürmektedir. Çalışma ayrıca bankasürans, özel bankacılık ve dijital pazarlama kanallarının bankacılık ve sigorta pazarında büyümek için büyük potansiyele sahip olduğunu savmaktadır.

Anahtar Kelimeler

Pazarlama, Dağıtım Kanalları, Finans Sektörü, Bankacılık, Sigortacılık

Etik Beyan

It is declared that scientific and ethical principles have been followed while carrying out and writing this study and that all the sources used have been properly cited.

Destekleyen Kurum

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Development of Distribution Channels in Finance Industry: Evidence From Banking and Insurance Sector in Turkey

Öz

The purpose of this study is to review the development of distribution channels in finance industry with reference to banking and insurance. Distribution as a marketing function is of great importance for all businesses regardless of the main separation of production economy and financial economy in view of the fact that businesses can continue their activities in condition that their goods and services are marketed. This is dependent on the marketing performance of companies. This very fact accounts for the significance of this line of business. The paper covers Turkey as an emerging country where banking industry and –in particular- insurance industry have been growing remarkably despite global and local financial turbulences. In this study, change in distribution channels is analyzed for the years after 2002 when Turkish Financial Markets –especially banking and insurance sector- went through a considerable transformation in the aftermath of 2001 economic crisis. Analyzing comprehensively the figures about marketing line of business, this paper suggests that -as far as Turkish market is concerned- there exists much room for the development of distribution channels in finance industry. The paper also argues that banc-assurance, private-banking and digital distribution channels have great potential to grow in banking and insurance market.

Anahtar Kelimeler

Marketing, Distribution Channels, Finance Industry, Banking, Insurance

Etik Beyan

It is declared that scientific and ethical principles have been followed while carrying out and writing this study and that all the sources used have been properly cited.

Destekleyen Kurum

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

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