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Dergiler / Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi / 2026 / Cilt: 3 Sayı: 1

COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ

Meral Ahu Karageyim(BOĞAZİÇİ ÜNİVERSİTESİ)
Sayfa
110–142
Yayın Tarihi
2022-06-30
DOI
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Yapay Zeka Hızlı Bakış & Çıkarımlar

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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Araştırma bulguları, Covid 19 sonrasında beş ana temanın altını çizmektedir: dijital dönüşüm, ilişki geliştirme (müşteri edinimi) için çok kanallılık, hizmet kalitesi, güven, yeni işbirlikleri.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Covid 19’un bireysel bankacılık ilişkisel pazarlama stratejileri üzerindeki etkilerini ortaya koymak üzere gerçekleştirile keşifsel araştırma, temellendirilmiş kuram deseni ile tasarlanmıştır.
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Temel Bulgular & Veri:Veriler 12 bankadan 20 bankacı ile derinlemesine mülakat tekniği ile toplanmış ve nitel yaklaşımla analiz edilmiştir.
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Sonuç & Katkı:Araştırma bulguları, Covid 19 sonrasında beş ana temanın altını çizmektedir: dijital dönüşüm, ilişki geliştirme (müşteri edinimi) için çok kanallılık, hizmet kalitesi, güven, yeni işbirlikleri.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:BANKACILIK · İLİŞKİSEL PAZARLAMA · NİTEL ARAŞTIRMALAR

Özet

Covid 19’un bireysel bankacılık ilişkisel pazarlama stratejileri üzerindeki etkilerini ortaya koymak üzere gerçekleştirile keşifsel araştırma, temellendirilmiş kuram deseni ile tasarlanmıştır. Veriler 12 bankadan 20 bankacı ile derinlemesine mülakat tekniği ile toplanmış ve nitel yaklaşımla analiz edilmiştir. Araştırma bulguları, Covid 19 sonrasında beş ana temanın altını çizmektedir: dijital dönüşüm, ilişki geliştirme (müşteri edinimi) için çok kanallılık, hizmet kalitesi, güven, yeni işbirlikleri. Covid 19 büyük salgını sonrasında bireysel bankacılıkta iki ana probleme de işaret edilmektedir: şube sayısının azalması ve finansal ekosistemin genişlemesi ile artan rekabet. Araştırma önümüzdeki dönemde pazar yerleri ve dijital platformlarla işbirliklerinin ve yeni stratejilerin önemini göstermektedir.

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Bu Makaleye Atıf Yap

Karageyim, M. A. (2022). COVID 19 SONRASINDA BİREYSEL BANKACILIKTA İLİŞKİSEL PAZARLAMA: FİNANSAL EKOSİSTEM VE YENİ İŞ BİRLİKLERİNİN ÖNEMİ. Uluslararası Finansal Ekonomi ve Bankacılık Uygulamaları Dergisi, Cilt: 3 Sayı: 1, 110–142. https://ajindex.com/articles/1567783

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