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Adopting the experiential values propositions as e-atmospherics: an illustration through the case of e-banking
Sabanci University, Turkey;Aston Business School, UK.
Sabanci University, Turkey.ORCID-id: 0000-0003-2248-0802
Sabanci University, Turkey.
Sabanci University, Turkey.
2008 (Engelska)Ingår i: Paper presented at the 15th International EIRASS Conference on recent advances in Retailing and Services Science (EIRASS), Zagreb, Croatia, July 14-17, 2008, 2008Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.

Ort, förlag, år, upplaga, sidor
2008.
Nyckelord [en]
experiential marketing, e-banking, e-atmospherics
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Identifikatorer
URN: urn:nbn:se:lnu:diva-77259DOI: 10.2139/ssrn.1362538OAI: oai:DiVA.org:lnu-77259DiVA, id: diva2:1241474
Konferens
15th International EIRASS Conference on recent advances in Retailing and Services Science (EIRASS), Zagreb, Croatia, July 14-17, 2008
Tillgänglig från: 2018-08-23 Skapad: 2018-08-23 Senast uppdaterad: 2022-02-23Bibliografiskt granskad

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Ozturkcan, Selcen

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Totalt: 152 träffar
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