DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM

The success of the banking sector in which there is a very strong competition depends on the utilization of the marketing mix components together and coherently. In this study, specifically in city Erzurum, from the bank managers and customer’s perspective, in order to determine the most appropriate...

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Autores principales:	Hamit ERDAL, Tevfik Şükrü YAPRAKLI
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	marketing mix analytic hierarchy process banking sector Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/95d6d1d86c8e40b88758c344731853ed
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spelling	oai:doaj.org-article:95d6d1d86c8e40b88758c344731853ed2021-11-24T09:20:54ZDETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM2148-416310.9761/JASSS3055https://doaj.org/article/95d6d1d86c8e40b88758c344731853ed2019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1123950513_35-Hamit%20ERDAL.pdf&key=27592https://doaj.org/toc/2148-4163The success of the banking sector in which there is a very strong competition depends on the utilization of the marketing mix components together and coherently. In this study, specifically in city Erzurum, from the bank managers and customer’s perspective, in order to determine the most appropriate marketing mix, it was aimed to determine the importance of marketing mix elements. For this aim, from 7 different banks with 28 manager face to face interviews were carried out and a questionnaire was applied to 392 bank customers. By applying AHP methodology to the data coming from those sources, the degree of importance for the marketing mix is determined. From the bank manager’s point of view; the people, process and price; from the customers' point of view; the people, process and physical evidence was determined as the most important marketing mix elements. After making a comprehensive literature review, to the best of our knowledge, it has not been observed any other similar study that was performed for determining the priorities of marketing mix elements. Similarly, it has not been observed any other research which was carried out the impact of marketing mix elements according to points of view both customers and bank managers.Hamit ERDALTevfik Şükrü YAPRAKLIFırat Universityarticlemarketing mixmarketing mixanalytic hierarchy processbanking sectorSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 8, Iss 38, Pp 481-500 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	marketing mix marketing mix analytic hierarchy process banking sector Social Sciences H Social sciences (General) H1-99
spellingShingle	marketing mix marketing mix analytic hierarchy process banking sector Social Sciences H Social sciences (General) H1-99 Hamit ERDAL Tevfik Şükrü YAPRAKLI DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
description	The success of the banking sector in which there is a very strong competition depends on the utilization of the marketing mix components together and coherently. In this study, specifically in city Erzurum, from the bank managers and customer’s perspective, in order to determine the most appropriate marketing mix, it was aimed to determine the importance of marketing mix elements. For this aim, from 7 different banks with 28 manager face to face interviews were carried out and a questionnaire was applied to 392 bank customers. By applying AHP methodology to the data coming from those sources, the degree of importance for the marketing mix is determined. From the bank manager’s point of view; the people, process and price; from the customers' point of view; the people, process and physical evidence was determined as the most important marketing mix elements. After making a comprehensive literature review, to the best of our knowledge, it has not been observed any other similar study that was performed for determining the priorities of marketing mix elements. Similarly, it has not been observed any other research which was carried out the impact of marketing mix elements according to points of view both customers and bank managers.
format	article
author	Hamit ERDAL Tevfik Şükrü YAPRAKLI
author_facet	Hamit ERDAL Tevfik Şükrü YAPRAKLI
author_sort	Hamit ERDAL
title	DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
title_short	DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
title_full	DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
title_fullStr	DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
title_full_unstemmed	DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM
title_sort	determining the priorities of marketing mix elements in banking sector: the case of erzurum
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/95d6d1d86c8e40b88758c344731853ed
work_keys_str_mv	AT hamiterdal determiningtheprioritiesofmarketingmixelementsinbankingsectorthecaseoferzurum AT tevfiksukruyaprakli determiningtheprioritiesofmarketingmixelementsinbankingsectorthecaseoferzurum
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DETERMINING THE PRIORITIES OF MARKETING MIX ELEMENTS IN BANKING SECTOR: THE CASE OF ERZURUM

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