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Journals / Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 27 Sayı: 1

How engaged are your customers? The rise of an online community for relationship marketing in banking: A European Perspective TERA

Bankacılıkta dijital kanallar ve sanal topluluklar üzerine vaka çalışması TERA

Meral Ahu Karageyim(BOĞAZİÇİ ÜNİVERSİTESİ)0000-0002-5685-7279
Pages
63–87
Publication Date
2023-10-31
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Originality: The research reveals the importance of social media and an online community in financial context.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Purpose: The study seeks to understand the role of online communities in relationship marketing in banking.
📊
Key Findings & Data:Design/methodology/approach: A qualitative approach with case study methodology has been selected for this investigation.
💡
Conclusion & Impact:Originality: The research reveals the importance of social media and an online community in financial context.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:sanal topluluklar · sosyal medya · finansal hizmetler pazarlaması

Abstract

Purpose: The study seeks to understand the role of online communities in relationship marketing in banking. Design/methodology/approach: A qualitative approach with case study methodology has been selected for this investigation. Findings: The online community provides a valuable tool for relationship marketing providing engagement, closeness, dialogue, proximity, and direct contact with customers. The research reveals important findings about the evolution of social media account to an online community and advantages of a community for an online bank: an innovation center and a communication channel. Useful insights about community management have been identified such as open and transparent communication style, proactivity, more democratic management style. Originality: The research reveals the importance of social media and an online community in financial context.

Özet

Sanal toplulukların bankacılıkta ilişkisel pazarlamadaki rolünü anlamaya çalışan bu nitel vaka çalışması sanal toplulukların bankacılıkta önemi ile ilgili değerli bulgular ortaya koymaktadır. Vaka çalışmasının bulgularına göre sanal topluluklar müşterilerle etkileşim, diyalog, yakın ve doğrudan ilişkileri sağlayan önemli platformlardır ve ilişkisel pazarlama stratejilerine dahil edilmelidir. Araştırma aynı zamanda bir dijital bankanın sosyal medya hesaplarını sanal topluluğa dönüştürmesine giden yolu da ortaya koymaktadır. Sanal topluluk özellikle şubesiz dijital bir bankanın müşterileri ile ilişkilerinde etkin bir iletişim kanalı ve İnovasyon merkezine dönüşmüştür. Vaka çalışması sanal topluluk yönetimi ile ilgili olarak açık ve şeffaf iletişim tarzı, proaktiflik, daha demokratik yönetim tarzı önemli ipuçları da vermektedir.

🔖

Cite This Article

Karageyim, M. A. (2023). How engaged are your customers? The rise of an online community for relationship marketing in banking: A European Perspective TERA. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 27 Sayı: 1, 63–87. https://ajindex.com/articles/1582876

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