Year 2019, Volume , Issue 22, Pages 163 - 178 2019-01-01

CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?
CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?

Mehmet Özer DEMİR [1] , Zuhal GÖK DEMİR [2]

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Sık kullanıcı programları bankacılık sektöründe yaygın olarak kullanılan stratejik bir araçtır. Çalışmada tüketicilerin mevcut finansal hizmet sağlayıcıları bankayı değiştirmelerine ikna emek amacıyla nakit paranın teklif edildiği Türkiye’ye özel bir sık kullanıcı programı incelenmiştir. Yazında değiştirme engelleri ile değiştirme niyeti arasında ilişki olduğu belirtilmiştir, ancak bu ilişkiler sektör spesifik olarak test edilmemiştir. Keşfedici araştırma yapısında tasarlanan çalışmada literatür tarafından önerilen ilişkiler gerçek hayat vakası üzerinden test edilmiştir. Çalışmanın amacı tüketicilerin sadakatinin nakit para ve tüketicilere sunulan diğer faydalar ile satın alınıp alınamayacağını, bir örgütün çalışanlarına teklif edilen belirli bir sık kullanıcı programı sonrası tüketicilerin mevcut hizmet sağlayıcılarını değiştirip yeni bir hesap açıp açmayacaklarını aydınlatmaya çalışmaktır. Araştırmada tüketici değiştirme engellerinin değitirme niyeti üzerindeki etkisini inceleyerek tüketici sadakatinin satın mı alındığı yoksa kazanıldığı mı incelenmiştir. Yapısal eşitlik modellemesi kullanılarak 212 katılımcının yer aldığı veriler incelenmiştir. Araştırma bulguları bankacılık sektöründe taklit edilebilir değiştirme engellerinin değiştirme niyetini sağlamakta kullanışlı olmadığını göstermektedir.

Loyalty membership programs are widely used as a strategical tool in banking. In the paper a unique loyalty membership program in Turkey in which consumers are offered cash in order to convince them to switch their financial service provider, bank, is studied. Literature supports evidence for relationships between switching barriers and intention to switch, however literature lacks studies testing the assumptions of theories on consumer loyalty in specific industries. Exploratory in nature, the study tests the literature supported relationships based on a real life case. The paper aims to enligthen whether the consumers’ loyalty can be bougth with cash and other provided benefits to make customers switch their current service provider into new account after a special loyalty membership program offered for an organization’s employees. The purpose of the paper is to research effects of switching barriers on intention to switch in order to understand whether consumer base can be purchased, or consumers are earned. Structural Equation Modeling is performed with the data collected from a survey of 212 employees of an organization. The results suggest that, in banking sector, imitable switching barriers are not useful against switching intentions.

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Primary Language en
Subjects Social
Journal Section Articles
Authors

Author: Mehmet Özer DEMİR (Primary Author)
Institution: Alanya Alaaddin Keykubat Üniversitesi
Country: Turkey


Author: Zuhal GÖK DEMİR

Bibtex @research article { ulikidince399671, journal = {Uluslararası İktisadi ve İdari İncelemeler Dergisi}, issn = {1307-9832}, eissn = {1307-9859}, address = {Kenan ÇELİK}, year = {2019}, volume = {}, pages = {163 - 178}, doi = {10.18092/ulikidince.399671}, title = {CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?}, key = {cite}, author = {DEMİR, Mehmet Özer and GÖK DEMİR, Zuhal} }
APA DEMİR, M , GÖK DEMİR, Z . (2019). CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (22), 163-178. DOI: 10.18092/ulikidince.399671
MLA DEMİR, M , GÖK DEMİR, Z . "CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?". Uluslararası İktisadi ve İdari İncelemeler Dergisi (2019): 163-178 <http://dergipark.gov.tr/ulikidince/issue/38199/399671>
Chicago DEMİR, M , GÖK DEMİR, Z . "CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?". Uluslararası İktisadi ve İdari İncelemeler Dergisi (2019): 163-178
RIS TY - JOUR T1 - CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED? AU - Mehmet Özer DEMİR , Zuhal GÖK DEMİR Y1 - 2019 PY - 2019 N1 - doi: 10.18092/ulikidince.399671 DO - 10.18092/ulikidince.399671 T2 - Uluslararası İktisadi ve İdari İncelemeler Dergisi JF - Journal JO - JOR SP - 163 EP - 178 VL - IS - 22 SN - 1307-9832-1307-9859 M3 - doi: 10.18092/ulikidince.399671 UR - https://doi.org/10.18092/ulikidince.399671 Y2 - 2018 ER -
EndNote %0 International Journal of Economics and Administrative Studies CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED? %A Mehmet Özer DEMİR , Zuhal GÖK DEMİR %T CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED? %D 2019 %J Uluslararası İktisadi ve İdari İncelemeler Dergisi %P 1307-9832-1307-9859 %V %N 22 %R doi: 10.18092/ulikidince.399671 %U 10.18092/ulikidince.399671
ISNAD DEMİR, Mehmet Özer , GÖK DEMİR, Zuhal . "CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?". Uluslararası İktisadi ve İdari İncelemeler Dergisi / 22 (January 2019): 163-178. https://doi.org/10.18092/ulikidince.399671