KATILIM BANKACILIĞINDA PAZARLAMA ALANINDA YAPILAN ÇALIŞMALARA İLİŞKİN LİTERATÜR İNCELEMESİ

Yıl 2018, Cilt: 7 Sayı: 3, 55 - 74, 29.09.2018

Abdullah Okumuş , Nargiz Zulfugarova , Melike Güleç , Esraa Zaıd

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

Kaynakça

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• http://www.bloomberght.com/haberler/haber/1791253-katilim-bankasi-sayisi-bese-yukseldi (Erişim Tarihi: 25.02.2018)