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

Yıl 2022, Cilt: 3 Sayı: 1, 110 - 142, 30.06.2022

Meral Ahu Karageyim

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

BANKACILIK, İLİŞKİSEL PAZARLAMA, NİTEL ARAŞTIRMALAR, HİZMET PAZARLAMASI, FİNANSAL HİZMET PAZARLAMASI

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