Hizmet işletmelerinde kişiye özel pazarlama: Özel bankacılık faaliyetlerinde bir uygulama
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Dünyada yaşanan ekonomik gelişme ve değişimlere bağlı olarak finans sektöründe rekabet artış göstermiş ve bankalar yeni oluşan üst orta ve üst segmentteki tüketici gruplarının beklentilerininin karşılanması adına daha özelleştirilmiş hizmet sunmaya yönelmişlerdir. Bu noktada ortaya çıkan en önemli kavramlardan biri özel bankacılık olmuştur. Özel bankacılık müşterilerinin genel özellikleri bankalardan beklenti ve taleplerinin yüksek olmasıdır. Bu müşterilere bankalar, müşteri memnuniyeti ve sadakat sağlama noktasında yüksek oranda kişiselleştirilmiş hizmet sunmakta ve seviyeli ama aynı zamanda müşterilerinin neredeyse ailesinin içinden biri gibi beklenti ve taleplerini takip etmektedirler. Bu tezde hizmet sektörünün önemli temsilcilerinden bankacılık sektöründe kişiye özel pazarlama faaliyetlerinin en yoğun şekilde uygulandığı özel bankacılık hizmetlerinde, kaliteli hizmet ve müşteri değerinin müşteri sadakati üzerindeki etkisinin, bankanın temel politikaları çerçevesinde, satışı gerçekleştiren temsilci perspektifinde ve müşteriler bağlamında incelenmesi amaçlanmıştır. Bu amaç doğrultusunda özel bankacılık müşterilerinin sadakat anlayışı ortaya koyulmuştur
Depending on the economic developments and changes in the world, competition in the financial sector has increased and banks have tended to offer more customized services in order to meet the expectations of the newly formed upper middle and upper segment consumer groups. At this point, one of the most important concepts that emerged was private banking. The general characteristics of private banking customers are their high expectations and demands from banks. To these customers, banks provide highly personalized service in terms of customer satisfaction and loyalty, and they follow the expectations and demands of their customers, almost like a member of their family. In this thesis, it is aimed to examine the effect of quality service and customer value on customer loyalty in private banking services, where personalized marketing activities are most intensely applied in the banking sector. Within the framework of the bank's basic policies, this effect has been investigated from the perspective of the representatives who make the sales taking into consideration the customers. In line with this purpose, the loyalty understanding of private banking customers has been revealed.
Depending on the economic developments and changes in the world, competition in the financial sector has increased and banks have tended to offer more customized services in order to meet the expectations of the newly formed upper middle and upper segment consumer groups. At this point, one of the most important concepts that emerged was private banking. The general characteristics of private banking customers are their high expectations and demands from banks. To these customers, banks provide highly personalized service in terms of customer satisfaction and loyalty, and they follow the expectations and demands of their customers, almost like a member of their family. In this thesis, it is aimed to examine the effect of quality service and customer value on customer loyalty in private banking services, where personalized marketing activities are most intensely applied in the banking sector. Within the framework of the bank's basic policies, this effect has been investigated from the perspective of the representatives who make the sales taking into consideration the customers. In line with this purpose, the loyalty understanding of private banking customers has been revealed.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration, Banka pazarlaması, Bank marketing, Finansal hizmet pazarlaması, Financial service marketing
