İnovasyon ve stratejik pazarlamanın KOBİ bankacılığı performansına etkisi
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Türkiye'de faaliyet gösteren firmaların %99,89'unu oluşturan KOBİ'ler ekonomik birimlerin başında gelmektedir. Türk Bankacılık sisteminde artan rekabet yabancı sermayeli bankaların da sektöre girişleri, KOBİ'leri bankalar için de önemli bir aktör haline getirmiştir. "İnovasyon ve Stratejik Pazarlamanın KOBİ bankacılığı Performansına Etkisi" adlı yüksek lisans tezimde gelişen teknoloji ile her alanda çok hızlı değişen günümüz dünyasının sert rekabet koşullarında bankaların yol haritalarına stratejik pazarlama süreçlerine inovasyonu dâhil ederek KOBİ bankacılığı alanındaki performans ilişkisi üzerinde durulmuştur. Buna göre stratejik pazarlama yöntemine inovasyonu dâhil eden bankaların KOBİ bankacılığı alanında performans artışı görülmektedir. Bu araştırmadan yola çıkarak KOBİ bankacılığı alanında yapılan bu çalışmada, yerli ve yabancı literatür taraması yapılmış ve Türkiye'de faaliyet gösteren on üç bankanın KOBİ bankacılığı çalışanlarına inovasyon ve stratejik pazarlamanın KOBİ bankacılığıyla ilişkisi ve performans etkileri üzerine için bir anket çalışması uygulanmıştır. Sonuç olarak, stratejik pazarlama modeline inovasyonu dâhil eden bankaların KOBİ bankacılığı alanında performansına olumlu katkı sağladığı ve gelirlerde artış gözlemlenmiştir. Çalışmadaki en önemli sonuç sektörde varlığını sürdürmek ve KOBİ bankacılığı alanında performansını arttırmak isteyen bankaların inovasyonun dâhil edildiği stratejik pazarlama ile başarıya ulaşacaklarıdır.
The SME's constituting 99.89% of the firms operating in Turkey are at the top of the economic units. Increasing competition in the Turkish banking system and sectoral entry of foreign capital banks have made SME's an important actor for the banks. "Innovation and Strategic Marketing Impact on the Performance of SME Banking" emphasizes the performance relationship in the field of SME banking by integrating innovations in strategic marketing processes to the road maps of banks in the competitive conditions of today's world, According to this, there is an increase in performance in the field of SME banking integrating innovation in strategic marketing method. In this study conducted in the field of SME banking by means of this research, a survey of domestic and foreign literature was conducted and a questionnaire study was conducted on SME banking employees of thirteen banks operating in Turkey on the relationship between SME banking and performance effects of innovation and strategic marketing. As a result, it has been observed that banks integrating innovation in strategic marketing model have contributed positively to the performance in SME banking and achieved an increase in revenues has been observed.. The most important result of the study is that the banks that want to maintain their presence in the sector and increase their performance in the field of SME banking will succeed with strategic marketing including innovation.
The SME's constituting 99.89% of the firms operating in Turkey are at the top of the economic units. Increasing competition in the Turkish banking system and sectoral entry of foreign capital banks have made SME's an important actor for the banks. "Innovation and Strategic Marketing Impact on the Performance of SME Banking" emphasizes the performance relationship in the field of SME banking by integrating innovations in strategic marketing processes to the road maps of banks in the competitive conditions of today's world, According to this, there is an increase in performance in the field of SME banking integrating innovation in strategic marketing method. In this study conducted in the field of SME banking by means of this research, a survey of domestic and foreign literature was conducted and a questionnaire study was conducted on SME banking employees of thirteen banks operating in Turkey on the relationship between SME banking and performance effects of innovation and strategic marketing. As a result, it has been observed that banks integrating innovation in strategic marketing model have contributed positively to the performance in SME banking and achieved an increase in revenues has been observed.. The most important result of the study is that the banks that want to maintain their presence in the sector and increase their performance in the field of SME banking will succeed with strategic marketing including innovation.
Açıklama
Anahtar Kelimeler
Bankacılık, Banking, İşletme
