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

The Content Analysis of Turkish Banks' WEB Sites for CRM Related Applications

Son yıllarda, internetin yaygınlaşmasıyla beraber, çevrimiçi bankacılığın büyümesi de ivme kazanmıştır. Buna ek olarak, zaman ve efor harcanan uzun banka kuyruklarından kaçman insanlar internet bankacılığını daha sık ve neredeyse hemen her hizmet için kullanmaya başlamışlardır. Bugün, internet bankacılığı bankaların mevcut müşterilerini elde tutma ve yeni müşteriler kazanmalarında önemli bir unsur haline gelmiştir. Başka bir deyişle, bir alternatif dağıtım kanalı olan çevrimiçi bankacılık müşteri ilişkileri yönetiminden (MİY) azami fayda sağlayabilir. Bu çalışmanın amacı Türk bankalarının web sitelerinde doğrudan veya dolaylı olarak MİY ile ilgili konuların: içeriğini incelemek ve sınıflandırmaktır. Türk bankalarının web sitelerinde MÎY'e yönelik yapılan içerik analizi sonucunda, bankaların web sitelerinin içeriğinin dört ana başlık altında sınırlandırılacağı bulunmuştur: banka kimliği ile ilgili bilgi, web sitesinin süreçsel ve teknik altyapısı, güvenlik ve gizlilik, ve pazarlama ve ana bankacılık fonksiyonları. Rakiplerine karşı önemli bir avantaj kazanmaları için, bankaların web sitelerinde belirtilen konulara, önem vermeleri ve bunları geliştirmeleri önerilmektedir.

Türk Bankalarının WEB Sitelerinde MİY Uygulamaları ile İlgili İçerik Analizi

In recent years, by the prevalence of the Internet, online banking has accelerated its growth. In addition, to avoid time and effort consuming long queues of bank branches, people begin to use internet banking more frequently and almost for every service. Today, internet banking becomes a crucial tool for banks in order to retain current customers and attract new ones. In other words, online banking as an alternative distribution channel can gain the utmost benefit from customer relationship management (CRM). The purpose of this paper is to examine and classify the content of Turkish banks' web sites for themes that are directly or indirectly related with CRM. After the content analysis of major Turkish bank web sites regarding to CRM, it is discovered that the content of banks' web sites can be classified under four major headings: bank identity related information, web site procedural and technical, infrastructure, security and privacy, and marketing and core banking functions. It is suggested that in order to, achieve substantial advantage against their competitors, banks must give importance to and improve the aforementioned subjects on their web sites.

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