COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ

Meral Ahu Karageyim

COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ

Öz

Covid 19’un bireysel bankacılık ilişkisel pazarlama stratejileri üzerindeki etkilerini ortaya koymak üzere gerçekleştirile keşifsel araştırma, temellendirilmiş kuram deseni ile tasarlanmıştır. Veriler 12 bankadan 20 bankacı ile derinlemesine mülakat tekniği ile toplanmış ve nitel yaklaşımla analiz edilmiştir. Araştırma bulguları, Covid 19 sonrasında beş ana temanın altını çizmektedir: dijital dönüşüm, ilişki geliştirme (müşteri edinimi) için çok kanallılık, hizmet kalitesi, güven, yeni işbirlikleri. Covid 19 büyük salgını sonrasında bireysel bankacılıkta iki ana probleme de işaret edilmektedir: şube sayısının azalması ve finansal ekosistemin genişlemesi ile artan rekabet. Araştırma önümüzdeki dönemde pazar yerleri ve dijital platformlarla işbirliklerinin ve yeni stratejilerin önemini göstermektedir.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Meral Ahu Karageyim ^*
Türkiye

Yayımlanma Tarihi

30 Haziran 2022

Gönderilme Tarihi

31 Mayıs 2022

Kabul Tarihi

4 Temmuz 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 3 Sayı: 1

IZ

https://izlik.org/JA39TL69MK

Kaynak Göster

RIS / Bibtex

APA

Karageyim, M. A. (2022). COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi, 3(1), 110-142. https://izlik.org/JA39TL69MK

AMA

1.Karageyim MA. COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. UFEBUD. 2022;3(1):110-142. https://izlik.org/JA39TL69MK

Chicago

Karageyim, Meral Ahu. 2022. “COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ”. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi 3 (1): 110-42. https://izlik.org/JA39TL69MK.

EndNote

Karageyim MA (01 Haziran 2022) COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi 3 1 110–142.

IEEE

[1]M. A. Karageyim, “COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ”, UFEBUD, c. 3, sy 1, ss. 110–142, Haz. 2022, [çevrimiçi]. Erişim adresi: https://izlik.org/JA39TL69MK

ISNAD

Karageyim, Meral Ahu. “COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ”. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi 3/1 (01 Haziran 2022): 110-142. https://izlik.org/JA39TL69MK.

JAMA

1.Karageyim MA. COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. UFEBUD. 2022;3:110–142.

MLA

Karageyim, Meral Ahu. “COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ”. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi, c. 3, sy 1, Haziran 2022, ss. 110-42, https://izlik.org/JA39TL69MK.

Vancouver

1.Meral Ahu Karageyim. COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. UFEBUD [Internet]. 01 Haziran 2022;3(1):110-42. Erişim adresi: https://izlik.org/JA39TL69MK