A Qualitative Study on the Use of Big Data in Marketing Insights in the Banking Sector
Küçük Resim Yok
Tarih
2025
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Sosyoekonomi Soc
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This study aims to determine how data obtained from different sources in the banking sector is used for marketing insights targeting customers. The research scope encompasses 38 banks listed on the Banking Regulation and Supervision Agency (BRSA) website, comprising 32 deposit banks and six participation banks. The data was collected through interviews with 20 participants from 13 banks. Descriptive and content analysis methods were used in the analysis process. The study's findings indicate that banks utilise big data for risk management, fraud detection, and customer relationship management. Additionally, banks effectively use all data obtained from internal and external processes to inform marketing insights, encompassing product, price, distribution, promotion, people, physical evidence, and process components.
Açıklama
Anahtar Kelimeler
Data, Big Data, Banking Sector, Service Marketing, Case Study
Kaynak
Sosyoekonomi
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
Cilt
33
Sayı
64
