FİNANSAL HİZMETLERDE KURUMSAL MARKA İMAJI VE MARKA GÜVENİNİN BANKACILIK HİZMETİ ALMA EĞİLİMİNE ETKİSİ

Yıl 2019, Cilt: 12 Sayı: 24, 303 - 330, 01.12.2019

Selime Sezgin Petek Tosun Elif Börekçi

Öz

Bu çalışmanın amacı, bireysel bankacılık hizmetlerinde kurumsal marka imajı ve marka güveninin bir bankadan hizmet alma niyeti üzerindeki etkisini incelemektir. Müşterilerin bankaya varlık emanet ettikleri yatırım hesapları ile bankadan varlık ödünç aldıkları ihtiyaç kredisi arasında alınan hizmetin değerlendirilmesi sırasında tüketici hizmete farklı noktalardan baktığından, bankacılık ürünleri arasında karşılaştırma da yapılmıştır. Bu çalışmanın kavramsal modeli, Gerekçeli Eylem Teorisi’ne dayandırılmış ve davranışsal niyeti etkileyen değişkenlere marka güveni ve kurumsal marka imajı eklenerek model genişletilmiştir. Kantitatif araştırma yöntemi kapsamında yapılan regresyon analizlerinin sonucunda, kurumsal marka imajı ile marka güveni kavramlarının, tutum değişkeni aracılığı ile bankacılık ürünü satın alma niyetini pozitif yönde etkilediği görülmüştür. Kurumsal marka imajı, bankacılık ürünlerinin ana kategorileri olan bireysel kredi ürünleri, yatırım ürünleri, kartlar ve dağıtım kanallarını kullanma niyeti üzerinde önemli etkiye sahiptir. Araştırma sonucunda, Gerekçeli Eylem Teorisi, finansal hizmetler alanında marka güveni ve kurumsal marka imajı kavramları ile genişletilerek, finansal hizmetler alanında yapılacak çalışmalar için araştırmacılara bir model önerilmiştir

Anahtar Kelimeler

Marka güveni, kurumsal marka imajı, bankacılık, gerekçeli eylem teorisi

CORPORATE BRAND IMAGE AND BRAND TRUST IN FINANCIAL SERVICES

Öz

The aim of this study is to investigate the effects of corporate brand image and brand trust on the intention to purchase retail banking products. Since consumers may evaluate consumer loans in which they borrow from the bank and wealth management products such as deposit accounts in which they put their money in the bank from different perspectives, the intention to use different banking products are compared as well. The conceptual model of the study is based on the Theory of Reasoned Action and the model is expanded by including brand trust and corporate brand image constructs. The results of the regression analyses show that corporate brand image and brand trust have positive effect on purchase intention through attitude. Corporate brand image has a positive influence on consumer loans, investment products, credit cards, and distribution channels which are the main categories of banking products. Theory of Reasoned Action is extended by adding brand trust and corporate brand image and a conceptual model is proposed for future studies that will be conducted in financial services

Anahtar Kelimeler

Brand trust, corporate brand image, banking, theory of reasoned action

Kaynakça

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