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影響土耳其商業銀行服務行銷因素之研究 = A STUDY OF FACT...

國立高雄大學亞太工商管理學系碩士班

影響土耳其商業銀行服務行銷因素之研究 = A STUDY OF FACTORS AFFECTING SERVICE MARKETING IN THE TURKISH COMMERCIAL BANKING

Record Type:	Language materials, printed : monographic
Paralel Title:	A STUDY OF FACTORS AFFECTING SERVICE MARKETING IN THE TURKISH COMMERCIAL BANKING
Author:	德妮斯
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2011[民100]
Description:	104葉部份彩圖，表格 : 30公分;
Subject:	土耳其商業銀行
Subject:	Turkish commercial banking
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/36558999113339219454
Notes:	參考書目：葉94-99
Notes:	內容為英文
Summary:	此研究的目的，是以某些服務行銷的因素與市場上無法控制的變數為基礎，來確認土耳其的商業銀行業務體系的表現。20 世紀80 年代，土耳其在自由化方面有重大的進展。在自由化的過程中，各種土耳其的部門對跨國性的企業做出開放。土耳其的銀行業務部門就是其中之一，而土耳其的經濟也隨之成長。同時就全球化的影響與跨國性的銀行企業關係與日俱增而論，土耳其可說是不停地經歷銀行業務的革命。此外，若再投入某些經濟危機的影響，以及顧客對於銀行業務因應動態環境所採取的新措施的認知等因素。以一個行銷者的觀點來說，是一個非常值得研究的課題。在土耳其為了要使商業銀行的業務達到水準以上的表現，首要的工作就是，要瞭解關於目前有哪些因素，影響到商業銀行的行銷決策。從調查導向所得到的數據資料所建構出來的記述調查研究，可以用來評估顧客對於服務行銷可控制因子在滿意度方面的反應。有一個探討的調查研究，是運用輔助資源的幫助，可以取得土耳其商業銀行業務的不可控環境的趨勢與商業銀行業務目前的情形。產品的滿意度是最會影響到商業銀行的顧客滿意度的元素。促銷須要充分地滿足顧客。另外根據顧客的回應促銷滿意度的廣告因素是最特殊的。土耳其商業銀行業務體系的經濟指標是可以接受的。自由化的過程帶來多方面的創新，在土耳其政治、法律與經濟體系中似乎是最重要的年代。此外經濟危機期間，嚴重地影響到整體經濟以及土耳其的銀行體系。 The purpose of this study was to identify Turkish commercial banking system onthe basis of controllable factors of service marketing and some market uncontrollables.Turkey achieved important progress in terms of liberalization in the 1980s. Duringthe liberalization process, various Turkish sectors opened up to international business,and the Turkish economy grew. One such sector is the banking sector in Turkey. Alsoconsidering the globalization effect and increase in the correlation among bankingindustries of countries, Turkey has been experiencing an evolution in banking business.Besides, fed with some economic crises effects, the customers‘ perceptions aboutnew ways of banking in this dynamic environment are worthwhile to study from amarketer‘s viewpoint. To achieve over-performance in commercial banking business inTurkey, first step is to know about the current factors which are affecting marketingdecisions of commercial banks.The customers‘ responses to controllable factors of service marketing in terms ofsatisfaction are evaluated through a descriptive research study based on the data obtainedfrom survey conduction. An exploratory research study is employed with the help ofsecondary sources, to capture the trends and current situation in Turkish commercialbanking uncontrollable environment.Product satisfaction is the most affecting element of commercial banking customersatisfaction. Promotion needs of customers are sufficiently met. Besides according tocustomers‘ responses advertising factor of promotion satisfaction is the most distinctiveone. Economic indicators of Turkish commercial banking system seem acceptable.Liberalization process brought a lot of innovations and seems to be the most importantyears for the Turkish political/legal and economic systems. Besides economic crisesperiod heavily affected the overall economy and Turkish banking system.

影響土耳其商業銀行服務行銷因素之研究 = A STUDY OF FACTORS AFFECTING SERVICE MARKETING IN THE TURKISH COMMERCIAL BANKING
德妮斯

影響土耳其商業銀行服務行銷因素之研究 = A STUDY OF FACTORS AFFECTING SERVICE MARKETING IN THE TURKISH COMMERCIAL BANKING / 德妮斯撰 - [高雄市] : 撰者, 2011[民100]. - 104葉 ; 部份彩圖，表格 ; 30公分.
參考書目：葉94-99內容為英文.
土耳其商業銀行Turkish commercial banking

影響土耳其商業銀行服務行銷因素之研究 = A STUDY OF FACTORS AFFECTING SERVICE MARKETING IN THE TURKISH COMMERCIAL BANKING
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