Adopting the Experiential Values Propositions as E-Atmospherics: An Illustration through the Case of E-Banking

15th International EIRASS Conference on recent advances in Retailing and Services Science, EIRASS, July 14-17, 2008

17 Pages Posted: 19 Mar 2009

See all articles by Ronan de Kervenoael

Ronan de Kervenoael

affiliation not provided to SSRN

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Seda Cetin

affiliation not provided to SSRN

Yesim Soylu

affiliation not provided to SSRN

Date Written: July 14, 2008

Abstract

For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.

Keywords: experiential marketing, e-banking, e-atmospherics

JEL Classification: M30

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen and Cetin, Seda and Soylu, Yesim, Adopting the Experiential Values Propositions as E-Atmospherics: An Illustration through the Case of E-Banking (July 14, 2008). 15th International EIRASS Conference on recent advances in Retailing and Services Science, EIRASS, July 14-17, 2008. Available at SSRN: https://ssrn.com/abstract=1362538 or http://dx.doi.org/10.2139/ssrn.1362538

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Seda Cetin

affiliation not provided to SSRN ( email )

Yesim Soylu

affiliation not provided to SSRN ( email )

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