BANKACILIKTA FRANCHISING: DÜNYA ÖRNEKLERİ VE TÜRKİYE İÇİN MODEL ÖNERİSİ

Franchising, şirketlerin büyüme ve rekabet etme stratejileri için fiziki dağıtım kanallarının yaygınlaştırılmasında en önemli ortaklık modeli olarak görülmektedir. Türkiye'de de banka dışı sektörlerde yaygın olarak kullanılan acente modelidir. Şube maliyetlerinin artması, teknolojisinin de gelişimi ile fiziki banka kanallarının franchise olarak yönetildiği şube modellerine olgunlaşmış bankacılık sistemine sahip ülkelerde rastlanmaktadır. Türkiye'de artan şube maliyetleri, sektöre giren yeni bankalar ile orta ve küçük ölçekli bankaların çok şubeli bankalara karşı rekabet gücünü git gide azaltmaktadır. İhtiyaçlar ve hedefler doğrultusunda oluşan koşullar franchising modelinin bankacılık sektöründe de çözüm olacağını işaret etmektedir. Dünya örnekleri incelendiğinde de olgunlaşmış bankacılık sisteminin gerekliliklerinden birinin franchise şube modeli olduğu düşünülmektedir. Bu çalışmada, Türkiye'de gelişen bankacılık sisteminin franchise banka şube modelline uygunluğu, dünya bankacılık gelişimi, müşteri, mevzuat ve banka açısından ele alınarak incelenmiştir.

FRANCHISING FOR THE BANKING SECTOR: BENCHMARKS AND A MODEL SUGGESTION FOR TURKEY

Franchising is considered as one of the important partnership models in extending the distribution channels of firms for their development and competition strategies. In Turkey, it is very common in sectors outside banking. Franchising bank branches is commonly encountered in developed countries as a result of increasing costs and the benefits provided by advanced technology making it easier to reach masses, decrease processing times - and thus, compete against large banks with less costs. Increased branch costs and new entries to the Turkish retail banking market reduce the competition power of small and middle size banks against large banks which enjoy considerable economies of scale. As a result of these cost and competitive pressures, franchising bank branches can be considered as a solution in Turkey. This essay attempts to introduce a new model for the future of bank branches in Turkey, evaluates different franchising models, investigates banking trends around the world, analyzes the demands of retail banking customers, and identifies possible conflicts with the banking system regulations.

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