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Bankacılıkta dijital kanallar ve sanal topluluklar üzerine vaka çalışması TERA

Year 2023, Volume: 27 Issue: 1, 63 - 87, 31.10.2023

Abstract

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.

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

Year 2023, Volume: 27 Issue: 1, 63 - 87, 31.10.2023

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.

References

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  • Ahuja, V., & Alavi, S. (2018). Using Facebook as a Digital Tool for Developing Trust amongst Consumers using Netnography and Social Media Analytics : A Study of Jet Airways Using Facebook as a Digital Tool for Developing Trust amongst Consumers using Netnography and Social Media Analyt. Journal of Relationship Marketing, 2667, 33–34. https://doi.org/10.1080/15332667.2018.1440145
  • Algesheimer, R. (2012). Does Online Community Participation Foster Risky Financial Behavior ? 49(3), 394–407.
  • Arcand, M., PromTep, S., Brun, I., & Rajaobelina, L. (2017). Mobile banking service quality and customer relationships. International Journal of Bank Marketing, 35(7), 1066–1087. https://doi.org/10.1108/IJBM-10-2015-0150
  • Azer, J., & Ranaweera, C. (2022). Former customers’ E-WOM in social media platforms: An investigation of motives, network size and social ties. Journal of Business Research, 146(February 2021), 118–133. https://doi.org/10.1016/j.jbusres.2022.03.068
  • Baek, S. I., & Kim, Y. M. (2015). Longitudinal analysis of online community dynamics. Industrial Management and Data Systems, 115(4), 661–677. https://doi.org/10.1108/IMDS-09-2014-0266
  • Bagozzi, R. P., & Dholakia, U. M. (2006). Open source software user communities: A study of participation in Linux user groups. Management Science, 52(7), 1099–1115. https://doi.org/10.1287/mnsc.1060.0545
  • Barbesino, P., Camerani, R. and Gaudino, A. (2005). “Digital finance in Europe: competitive dynamics and online behaviour.” Journal of Financial Services Marketing, 9(4), 329–343.
  • Berger, S. C., & Messerschmidt, C. M. (2009). Babbling before banking? Online communities and pre-purchase information seeking. International Journal of Bank Marketing, 27(6), 446–466. https://doi.org/10.1108/02652320910988320
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  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013b). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
  • Brun, I., Durif, F., & Ricard, L. (2014). E-relationship marketing: a cognitive mapping introspection in the banking sector. European Journal of Marketing, 48(3/4), 572–594. https://doi.org/10.1108/ejm-04-2012-0207
  • Buzeta, C., De Pelsmacker, P., & Dens, N. (2020). Motivations to Use Different Social Media Types and Their Impact on Consumers’ Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing, 52, 79–98. https://doi.org/10.1016/j.intmar.2020.04.004
  • Cap Gemini, & EFMA. (2021). World_Retail_Banking_Report_2021_efma_capgemini.pdf.
  • Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286. https://doi.org/10.1177/14705931030032004
  • Chapman, A., & Dilmperi, A. (2022). Luxury brand value co-creation with online brand communities in the service encounter. Journal of Business Research, 144(June 2020), 902–921. https://doi.org/10.1016/j.jbusres.2022.01.068
  • Clemente-Ricolfe, J. S. (2017). Consumer perceptions of online banking in Spain using netnography: a positioning story. International Journal of Bank Marketing, 35(6), 966–982. https://doi.org/10.1108/IJBM-08-2016-0113
  • Colgate, M., Buchanan-Oliver, M., & Elmsly, R. (2005). Relationship benefits in an internet environment. Managing Service Quality, 15(5), 426–436. https://doi.org/10.1108/09604520510617284
  • Cruz-Cárdenas, J., Zabelina, E., Guadalupe-Lanas, J., Palacio-Fierro, A., & Ramos-Galarza, C. (2021). COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change, 173. https://doi.org/10.1016/j.techfore.2021.121179
  • Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. https://doi.org/10.1080/0267257X.2017.1302975
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. https://doi.org/10.1080/0267257X.2015.1130738
  • Dibb, S., & Meadows, M. (2001). The application of a relationship marketing perspective in retail banking. Service Industries Journal, 21(1), 169–194. https://doi.org/10.1080/714005011
  • Dibb, Sally, & Meadows, M. (2004). Relationship marketing and CRM: A financial services case study. Journal of Strategic Marketing, 12(2), 111–125. https://doi.org/10.1080/0965254042000215177
  • Durkin, M., O’Donnell, A. & Crowe, J. (2008). Relationship disconnect in retail banking. Journal of Financial Services Marketing, 12(1), 260–271.
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Details

Primary Language English
Journal Section Research Articles
Authors

Meral Ahu Karageyim 0000-0002-5685-7279

Publication Date October 31, 2023
Submission Date October 18, 2022
Acceptance Date October 28, 2023
Published in Issue Year 2023 Volume: 27 Issue: 1

Cite

APA 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, 27(1), 63-87.