ui̇i̇i̇d Uluslararası İktisadi ve İdari İncelemeler Dergisi 1307-9832 1307-9859 Kenan ÇELİK 10.18092/ulikidince.399671 CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED? CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED? Demir Mehmet Özer Alanya Alaaddin Keykubat Üniversitesi Gök Demir Zuhal 01 01 2019 22 163 178 02 28 2018 11 06 2018 Copyright © 2008, Uluslararası İktisadi ve İdari İncelemeler Dergisi 2008 Uluslararası İktisadi ve İdari İncelemeler Dergisi

Loyalty membership programs are widely used as astrategical tool in banking. In the paper a unique loyalty membership programin Turkey in which consumers are offered cash in order to convince them toswitch their financial service provider, bank, is studied. Literature supportsevidence for relationships between switching barriers and intention to switch,however literature lacks studies testing the assumptions oftheories on consumer loyalty in specific industries. Exploratory in nature, the study tests theliterature supported relationships based on a real life case. The paper aims toenligthen whether the consumers’ loyalty can be bougth with cash and otherprovided benefits to make customers switch their current service provider intonew account after a special loyalty membership program offered for anorganization’s employees. The purpose of the paper is to research effects ofswitching barriers on intention to switch in order to understand whetherconsumer base can be purchased, or consumers are earned. Structural EquationModeling is performed with the data collected from a survey of 212 employees ofan organization. The results suggest that, in banking sector, imitableswitching barriers are not useful against switching intentions.

Sık kullanıcı programları bankacılık sektöründe yaygınolarak kullanılan stratejik bir araçtır. Çalışmada tüketicilerin mevcutfinansal hizmet sağlayıcıları bankayı değiştirmelerine ikna emek amacıyla nakitparanın teklif edildiği Türkiye’ye özel bir sık kullanıcı programıincelenmiştir. Yazında değiştirme engelleri ile değiştirme niyeti arasındailişki olduğu belirtilmiştir, ancak bu ilişkiler sektör spesifik olarak testedilmemiştir. Keşfedici araştırma yapısında tasarlanan çalışmada literatürtarafından önerilen ilişkiler gerçek hayat vakası üzerinden test edilmiştir.Çalışmanın amacı tüketicilerin sadakatinin nakit para ve tüketicilere sunulandiğer faydalar ile satın alınıp alınamayacağını, bir örgütün çalışanlarınateklif edilen belirli bir sık kullanıcı programı sonrası tüketicilerin mevcut hizmetsağlayıcılarını değiştirip yeni bir hesap açıp açmayacaklarını aydınlatmayaçalışmaktır. Araştırmada tüketici değiştirme engellerinin değitirme niyetiüzerindeki etkisini inceleyerek tüketici sadakatinin satın mı alındığı yoksakazanıldığı mı incelenmiştir. Yapısal eşitlik modellemesi kullanılarak 212katılımcının yer aldığı veriler incelenmiştir. Araştırma bulguları bankacılık sektöründetaklit edilebilir değiştirme engellerinin değiştirme niyetini sağlamaktakullanışlı olmadığını göstermektedir.

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