A study of bank marketing as a subset of services marketing and clients choice criteria for marketing services in banks
Başlık çevirisi mevcut değil.
- Tez No: 364280
- Danışmanlar: DOÇ. DR. MUZAFFER BODUR
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Bankacılık, Business Administration, Banking
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1987
- Dil: İngilizce
- Üniversite: Boğaziçi Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
This study is mainly about marketing approach in International and Turkish Banking System which attracted interest and proved applicability in recent years. Nature of banks' end-products as being services instead of physical products necessiates utilization of services marketing tools and techniques in bank marketing. Besides the general properties of services such as; intangibility and human intensiveness, complexity of banking services provided, high level of risk involvement in lending transactions constitute important aspects in bank marketing, since they necessiate a close interaction between banks and clients. And also, intensified competition in financial markets and decline in source loyalty of clients forced banks to change their former attitude and become more customer-oriented. In such an occasion, determination of client's choice criteria in financial services buying decisions becomes crucial. Therefore, in content of this study a research is conducted to determine the most significant factors effecting clients' decisions. Findings of the research indicate that innovativeness and sophistication in banking are primarily important factors in bank selection decisions whereas clients evaluate effectiveness of services and image of bank as other important factors. Bank-client interaction should be emphasized, on the other hand, and more decisive and authorized salesperson should be employed in order to create and maintain long-lasting client relationships.90dh3~R attitude will also increase clients' satisfaction with services provided and improve bank's image in client's point of view.
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