RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR

One of the main points of branding process in the positioning of the brands in the mind and being permanence are establishing and managing a network of relationship that can create added value to the parties. Especially, the relationship management on web pages which gains wide currency is extremely...

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Autor principal:	Emel Tanyeri MAZICI
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	brandpositioning relationship management web sites banks Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/1035e421312f4c459e51e2bc8e979e27
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spelling	oai:doaj.org-article:1035e421312f4c459e51e2bc8e979e272021-11-24T09:20:51ZRELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR2148-416310.9761/JASSS3350https://doaj.org/article/1035e421312f4c459e51e2bc8e979e272019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=260330194_6-Yrd.%20Do%C3%A7.%20Dr.%20Emel%20Tanyeri%20MAZICI.pdf&key=27808https://doaj.org/toc/2148-4163One of the main points of branding process in the positioning of the brands in the mind and being permanence are establishing and managing a network of relationship that can create added value to the parties. Especially, the relationship management on web pages which gains wide currency is extremely important for all corporations and sectors which have aim of branding. In this study, the relationship management on web pages is analyzed over the scale developed by Kent, Taylor and White (2001) on the basis of banking which is the leading one among the sectors, branding in Turkey and creating added value to country’s economy as well as the parties. There are 8 categories and 48 associated sub-items in the study scale. It’s observed in Turkey sample that the banks have the highest average in usefulness of information towards the investors in the category of usefulness of information and the lowest average is available in the scale items of return visit and conservation of visitors. Additionally, the results showed that the banks in Turkey sample mainly tend to be information provider in relationship management on web, for this reason it should include more interactive activities. The high frequency of certain categories and their sub-items shows that the limited number of banks progresses positively in some items while some features are widely used across the banks. This result is indicative of the importance of finding undiscovered areas and being pioneer in using these areas in brand positioning. Thus, the brand positioning in minds requires to being different and developing new applications.Emel Tanyeri MAZICIFırat Universityarticlebrandpositioningrelationship managementweb sitesbanksSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 9, Iss 44, Pp 73-90 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	brandpositioning relationship management web sites banks Social Sciences H Social sciences (General) H1-99
spellingShingle	brandpositioning relationship management web sites banks Social Sciences H Social sciences (General) H1-99 Emel Tanyeri MAZICI RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
description	One of the main points of branding process in the positioning of the brands in the mind and being permanence are establishing and managing a network of relationship that can create added value to the parties. Especially, the relationship management on web pages which gains wide currency is extremely important for all corporations and sectors which have aim of branding. In this study, the relationship management on web pages is analyzed over the scale developed by Kent, Taylor and White (2001) on the basis of banking which is the leading one among the sectors, branding in Turkey and creating added value to country’s economy as well as the parties. There are 8 categories and 48 associated sub-items in the study scale. It’s observed in Turkey sample that the banks have the highest average in usefulness of information towards the investors in the category of usefulness of information and the lowest average is available in the scale items of return visit and conservation of visitors. Additionally, the results showed that the banks in Turkey sample mainly tend to be information provider in relationship management on web, for this reason it should include more interactive activities. The high frequency of certain categories and their sub-items shows that the limited number of banks progresses positively in some items while some features are widely used across the banks. This result is indicative of the importance of finding undiscovered areas and being pioneer in using these areas in brand positioning. Thus, the brand positioning in minds requires to being different and developing new applications.
format	article
author	Emel Tanyeri MAZICI
author_facet	Emel Tanyeri MAZICI
author_sort	Emel Tanyeri MAZICI
title	RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
title_short	RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
title_full	RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
title_fullStr	RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
title_full_unstemmed	RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR
title_sort	relationship management in brand positioning: an assesment on web pages in the banking sector
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/1035e421312f4c459e51e2bc8e979e27
work_keys_str_mv	AT emeltanyerimazici relationshipmanagementinbrandpositioninganassesmentonwebpagesinthebankingsector
_version_	1718415462712213504

RELATIONSHIP MANAGEMENT IN BRAND POSITIONING: AN ASSESMENT ON WEB PAGES IN THE BANKING SECTOR

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