BANKACİLİK SEKTÖRÜNDE TÜKETİCİ DEĞİŞTİRME DAVRANIŞI: TÜKETİCİ TABANI SATINALINABİLİR Mİ YOKSA KAZANILIR MI?

Sık kullanıcı programları bankacılık sektöründe yaygın olarak kullanılan stratejik bir araçtır. Çalışmada tüketicilerin mevcut finansal hizmet sağlayıcıları bankayı değiştirmelerine ikna emek amacıyla nakit paranın teklif edildiği Türkiye’ye özel bir sık kullanıcı programı incelenmiştir. Yazında değiştirme engelleri ile değiştirme niyeti arasında ilişki olduğu belirtilmiştir, ancak bu ilişkiler sektör spesifik olarak test edilmemiştir. Keşfedici araştırma yapısında tasarlanan çalışmada literatür tarafından önerilen ilişkiler gerçek hayat vakası üzerinden test edilmiştir. Çalışmanın amacı tüketicilerin sadakatinin nakit para ve tüketicilere sunulan diğer faydalar ile satın alınıp alınamayacağını, bir örgütün çalışanlarına teklif edilen belirli bir sık kullanıcı programı sonrası tüketicilerin mevcut hizmet sağlayıcılarını değiştirip yeni bir hesap açıp açmayacaklarını aydınlatmaya çalışmaktır. Araştırmada tüketici değiştirme engellerinin değitirme niyeti üzerindeki etkisini inceleyerek tüketici sadakatinin satın mı alındığı yoksa kazanıldığı mı incelenmiştir. Yapısal eşitlik modellemesi kullanılarak 212 katılımcının yer aldığı veriler incelenmiştir. Araştırma bulguları bankacılık sektöründe taklit edilebilir değiştirme engellerinin değiştirme niyetini sağlamakta kullanışlı olmadığını göstermektedir.

CONSUMER SWITCHING BEHAVIOR IN BANKING INDUSTRY: CAN CONSUMER BASE BE PURCHASED, OR EARNED?

Loyalty membership programs are widely used as a strategical tool in banking. In the paper a unique loyaltymembership program in Turkey in which consumers are offered cash in order to convince them to switch theirfinancial service provider, bank, is studied. Literature supports evidence for relationships between switchingbarriers and intention to switch, however literature lacks studies testing the assumptions of theories onconsumer loyalty in specific industries. Exploratory in nature, the study tests the literature supportedrelationships based on a real life case. The paper aims to enligthen whether the consumers’ loyalty can bebougth with cash and other provided benefits to make customers switch their current service provider intonew account after a special loyalty membership program offered for an organization’s employees. Thepurpose of the paper is to research effects of switching barriers on intention to switch in order to understandwhether consumer base can be purchased, or consumers are earned. Structural Equation Modeling isperformed with the data collected from a survey of 212 employees of an organization. The results suggestthat, in banking sector, imitable switching barriers are not useful against switching intentions.

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