Turkish E-Banking: Consumer Experiences
Ulusal Pazarlama Kongresi (13th National Marketing Congress), October 25-29, 2008, Cappadocia, Turkey
18 Pages Posted: 19 Mar 2009
Date Written: October 25, 2008
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: Suggested Citation