Turkish E-Banking: Consumer Experiences

Ulusal Pazarlama Kongresi (13th National Marketing Congress), October 25-29, 2008, Cappadocia, Turkey

18 Pages Posted: 19 Mar 2009

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

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

Ronan de Kervenoael

affiliation not provided to SSRN

Date Written: October 25, 2008

Abstract

This paper re-visits the theory of strategic experiential modules in the case of Turkish e-banking e-atmospherics. It is argued that experiential marketing in the e-banking sector could be the key to greater active online migration of consumers and differentiation among the players. Two leaders of the Turkish e-banking sector, Garanti Bank and Akbank, have been chosen as the focus of exploratory analysis. First, a review of the literature is provided, and current practices are exemplified. This is followed by scale development to measure consumers' experiences regarding the five experiential modules - sense, feel, think, act and relate. Principal component analysis is conducted on the responses of the pilot study. Findings indicate 3 groups are emerging. These are (1) recognizes the benefit of basic experiential approach, (2) demands specific experiential approach and (3) demands a holistic experiential approach. It is identified that new experiential cultural practices are emerging.

Note: Downloadable document is in Turkish.

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

JEL Classification: M30

Suggested Citation

Ozturkcan, Selcen and Kervenoael, Ronan de, Turkish E-Banking: Consumer Experiences (October 25, 2008). Ulusal Pazarlama Kongresi (13th National Marketing Congress), October 25-29, 2008, Cappadocia, Turkey. Available at SSRN: https://ssrn.com/abstract=1362573 or http://dx.doi.org/10.2139/ssrn.1362573

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/

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Register to save articles to
your library

Register

Paper statistics

Downloads
425
Abstract Views
1,930
rank
68,832
PlumX Metrics