Banka hizmetleri pazarlaması: Aracıların banka seçiminde etkili olan faktörler üzerine bir saha araştırması
Başlık çevirisi mevcut değil.
- Tez No: 26654
- Danışmanlar: DOÇ.DR. AYSEL ERCİŞ
- Tez Türü: Doktora
- Konular: Bankacılık, İşletme, Banking, Business Administration
- Anahtar Kelimeler: Bankalar, Hizmet pazarlaması, Pazarlama, Banks, Service marketing, Marketing
- Yıl: 1993
- Dil: Türkçe
- Üniversite: Atatürk Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
In the present century, banking and financial sector have had great changes. The increasing of competiton caused difficulties in the procedures of deposit collection and giving credit. In this respect, there have been some differences between the services of the banks that are mainly on the production and marketing. Therefore, in order to Increase marketing share and extend its lifetime, the banks had to draw attention to the needs of their customers as well as to the features of the market in which they would market services in this competitive atmosphere. Gradually increasing importance of the marketing in the bank services, a satisfactory obligation in the investigation of the desires and needs of consumer and their playing a great part in the life of society both socially and economically caused us to choose the marketing of the bank services as a research subject. Also to middlemen formed an importand potential and source for the banks led us to deal with this group as a research subject. For that reason, this study consists of three parts. From the first and second chapters carried out as a literature study we have dealt with banks, their types of banking and their historical development in the first one. In the second one, we have dealt with the general outline of marketing, determination of the market bank services, market segmentation, choice of target market, marketing mix of the bank services and social aspect of banking services. In the last one, the demographic characteristics of market effective variabilities In the choice of bank, financial service choices of the middlemen their expectations and demographic variabilities which have effects on those have been determined. For that reason, the findings in this study have shown that retailers and wholesalers have different concerns on banking procedures. Again, these findings have shown that they have more effective in the personal selling activity than in the group inclined to promotional strategy. Also, in two groups they have given importance to the quality, speed and authenticity In the service. If the banks take the mentioned subjects into consideration, the satisfaction that the middlemen will feel from the bank service will Increase and their images will be much better.
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