TÜRK BANKALARININ WEB SİTELERİNDE MİY UYGULAMALARI İLE İLGİLİ İÇERİK ANALİZİ

V.Aslıhan NASIR; Ebru Umut DENİZ; Aycan ÇETİN; M.Özgür ÖZGEN

THE CONTENT ANALYSIS OF TURKISH BANKS' WEB SITES FOR CRM RELATED APPLICATIONS

Journal Name:

Yönetim-İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Dergisi

Publication Year:

2008

Key Words:

Keywords (Original Language):

Author Name	University of Author
V.Aslıhan NASIR	Boğaziçi Üniversitesi
Ebru Umut DENİZ	Boğaziçi Üniversitesi
Aycan ÇETİN	Boğaziçi Üniversitesi
M.Özgür ÖZGEN	Boğaziçi Üniversitesi

Abstract (2. Language):

I nrecen tyears,byth eprevalenc eofth eInternet ,onlinebankingha saccelerate ditsgrowth.I naddition,t oavoid timean deffortconsuminglongqueue sofbankbranches ,peoplebegint ous einterne tbankingmorefrequentl yan d almos tforever yservice .Today,interne tbankingbecome sacrucialtoolforbank si nordert oretaincurrent customer san dattractne wones .I notherwords,onlinebankinga sanalternativedistributionchanne lca ngainth e utmostbenefitfromcustome rrelationshipmanagement(CRM).Thepurpos eofthi spape ristoexamin ean dclassify th econten tofTurkishbanks'website sfortheme stha tar edirectlyorindirectlyrelate dwithCRM.Afterth econten t analysi sofmajorTurkishbankwebsite sregardingtoCRM,i tisdiscoveredtha tth econten tofbanks'website sca n b eclassifiedunderfourmajorheadings :bankidentityrelate dinformation,websit eproceduralan dtechnica l infrastructure ,securit yan dprivacy,an dmarketingan dcor ebankingfunctions .Iti ssuggeste dtha ti nordert o achiev esubstantia ladvantag eagains ttheircompetitors,bank smustgiveimportanc et oan dimprov eth e aforementione dsubject sontheirwebsites .

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Abstract (Original Language):

So nyıllarda,internetinyaygınlaşmasıylaberaber,çevrimiçibankacılığınbüyümesid eivm ekazanmıştır.Bunae k olarak,zama nveefo rharcana nuzunbankakuyruklarındankaçınaninsanla rinterne tbankacılığınıdah asıkve neredeys eheme nherhizmetiçinkullanmayabaşlamışlardır.Bugün,interne tbankacılığıbankalarınmevcut müşterilerinield etutm aveyenimüşterilerkazanmalarındaönemlibirunsurhalinegelmiştir.Başkabirdeyişle,bir alternatifdağıtımkanalıolançevrimiçibankacılıkmüşteriilişkileriyönetiminden(MİY)azam ifayd asağlayabilir. BuçalışmanınamacıTürkbankalarınınwebsitelerindedoğrudanveyadolaylıolarakMİYileilgil ikonuların içeriğiniinceleme kvesınıflandırmaktır.TürkbankalarınınwebsitelerindeMİY'eyönelikyapılaniçerikanalizi sonucunda ,bankalarınwebsitelerininiçeriğinindörtan abaşlıkaltındasınıflandırılacağıbulunmuştur:bankakimliği ileilgil ibilgi,websitesininsüreçselveteknikaltyapısı,güvenlikvegizlilik,vepazarlam avean abankacılık fonksiyonları.Rakiplerinekarşıönemlibiravanta jkazanmalarıiçin,bankalarınwebsitelerindebelirtilenkonulara önemvermelerivebunlarıgeliştirmeleriönerilmektedir.

FULL TEXT (PDF):

arastirmax-turk-bankalarinin-web-sitelerinde-miy-uygulamalari-ile-ilgili-icerik-analizi.pdf

59

18-26

English

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TÜRK BANKALARININ WEB SİTELERİNDE MİY UYGULAMALARI İLE İLGİLİ İÇERİK ANALİZİ

Journal Name:

Publication Year:

Key Words:

Keywords (Original Language):

İnternet Bankacılığı

Müşteri İlişkileri Yönetimi

İçerik Analizi

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TÜRK BANKALARININ WEB SİTELERİNDE MİY UYGULAMALARI İLE İLGİLİ İÇERİK ANALİZİ

Journal Name:

Publication Year:

Key Words:

Keywords (Original Language):

İnternet Bankacılığı

Müşteri İlişkileri Yönetimi

İçerik Analizi

REFERENCES

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