Activating E-Bank Users: Exploring the Potential Impact of E-Atmospherics and Experiential Marketing

CASE IN CONSUMER BEHAVIOR, Jim Blythe, ed., Cengage Learning: London, UK. 2008

4 Pages Posted: 19 Mar 2009 Last revised: 8 Nov 2016

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

Date Written: 2008

Abstract

Secured bank was established as a private commercial bank in the mid 1950's with currently over $40 billion in assets. It is now the third largest bank in Turkey with over 10.2 millions customers, 489 branches, and 2000 ATMs. Since 1999, a call centre and an Internet transaction site are available using state-of-the art technology. Secured bank is the leader in foreign trade, financing 25% of Turkey's exports and 19% of its imports; cash management, custody and Internet banking and manages the fastest growing credit card loyalty reward program in Turkey. Secured bank has long been renowned for its services' innovation. The culture of innovation that enhances customer expectations is at the centre of both their business and marketing strategies. It was the first to offer multi-currency cash management, Internet and telephone banking, Shop & Miles (the first frequent flyer program credit card), Flexi Card (the first credit card in Europe to allow customers to create their ideal credit card, customized to their specific financial needs) and Minibank (an innovative banking program for kids).

Keywords: e-marketing business case

JEL Classification: M30

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen, Activating E-Bank Users: Exploring the Potential Impact of E-Atmospherics and Experiential Marketing (2008). CASE IN CONSUMER BEHAVIOR, Jim Blythe, ed., Cengage Learning: London, UK. 2008. Available at SSRN: https://ssrn.com/abstract=1363806

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/

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