A Research on the Demographic Reactions to the Usage of Essential Banking Services in Northern Cyprus

İnformasyon teknolojisiyle şekillenen finansal hizmetlerin niteliği ve çeşidi hızla değişmektedir. Yeni finansal hizmetlerin maliyet avantajı sağlaması nedeniyle bankaların mevcut müşterileri elde tutmak ve yeni müşteriler kazanmak için uygun pazarlama stratejilei gütmesi gerekmektedir. Başka bir ifade ile, başarılı olmak isteyen bankalar müşterileri anlamaya odaklanmalıdır. Ancak, müşterileri anlamaya odaklanırken farklı demografik tepkilerin farklı pazarlama stratejisi gerektirebilecek pazar segmentleri oluşturabileceği unutulmamalıdır. Bu çerçevede, KKTC Başbakanlık personelinin vaka olarak seçildiği çalışmada temel banka hizmetlerine karşı demografik tepkiler araştırılmıştır. Çalışmanın temel bulgularına göre “modern bankacılık hizmetlerinin zaman içerisinde kabul gördüğü, ATM kullanımının internet bankacılığına göre daha yaygın olduğu, kadınların erkeklere göre daha fazla teknoloji kullandığı, yeni banka hizmetlerinin kullanımı ile yaş arasında negatif ancak eğitimle positif ilişkisi olduğu” ortaya çıkmaktadır.

KKTC'de Temel Banka Hizmetlerine Yönelik Demografik Tepkiler Üzerine Bir Araştırma

The nature and variety of financial services heavily influenced by information technology are rapidly changing.Because of the cost efficiency of new financial services commercial banks should pursue an appropriate marketing strategy for keeping present customers and attracting new ones in order to be competitive. In other words, the banker who wants to be successful must become more and more oriented to understanding customer behavior in the financial marketplace. However, demographic differences that can potentially constitute various market segments necessitating different marketing strategy should be considered when trying to understand customer behavior. In this respect, the demographic reactions of customers towards banking services in Northern Cyprus of which civil servants from Prime Ministry are chosen as the case study are researched. Basic findings of research can be summarized as: “Modern banking features are accepted by passage of time. Automated Teller Machine (ATM) is the oldest method and has the most extend usage where internet banking is the newest way and its usage is the narrowest one. Beside this, women tend to use technology more than men. There is a negative relationship between the using new banking features and age. On the other hand, the new banking features and educational attainment has a positive relationship”.

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