A Qualitative Study on the Use of Big Data in Marketing Insights in the Banking Sector

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dc.contributor.authorOlgac-Akar, Yasemin
dc.contributor.authorFaiz, Emel
dc.contributor.authorOncu, Mehmet Akif
dc.date.accessioned2025-10-11T20:47:59Z
dc.date.available2025-10-11T20:47:59Z
dc.date.issued2025
dc.departmentDüzce Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.17233/sosyoekonomi.2025.02.25
dc.identifier.issn1305-5577
dc.identifier.issue64en_US
dc.identifier.scopus2-s2.0-105004914962en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.trdizinid1310971en_US
dc.identifier.urihttps://doi.org/10.17233/sosyoekonomi.2025.02.25
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1310971
dc.identifier.urihttps://hdl.handle.net/20.500.12684/21680
dc.identifier.volume33en_US
dc.identifier.wosWOS:001491914300025en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherSosyoekonomi Socen_US
dc.relation.ispartofSosyoekonomien_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKA_WOS_20250911
dc.subjectDataen_US
dc.subjectBig Dataen_US
dc.subjectBanking Sectoren_US
dc.subjectService Marketingen_US
dc.subjectCase Studyen_US
dc.titleA Qualitative Study on the Use of Big Data in Marketing Insights in the Banking Sectoren_US
dc.typeArticleen_US

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