Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method

Yıl 2024, Cilt: 25 Sayı: 2, 264 – 284, 30.04.2024

Kasım Can Işık , Yalçın Karagöz

https://doi.org/10.37880/cumuiibf.1383127

Öz

In this study, exploratory survey design, which is one of the mixed methods, was used to determine the factors affecting the banking preferences of the public employees. 36 commercials of 9 banks broadcast on television were used as qualitative data. These commercials were examined with NVivo 10 package program in terms of factors affecting the banking preference of public employees. In the qualitative analysis, 83 codes and 6 themes were obtained. The 83 codes obtained were used for the item pool of the scale. 6 themes were determined as the factors of the scale. The draft scale was administered to 400 public employees working in Sivas province by using stratified sampling method. Based on the data obtained, a measurement tool consisting of 6 factors and 26 items was developed by using SPSS and AMOS package programs. As a result, the relationships between the banking preference criteria and demographic variables of the public employees in Sivas were evaluated by statistical methods and the differences were interpreted.

Anahtar Kelimeler

Banking Advertisement, Consumer Preference, Mixed Method Research, The Exploratory Sequential Design, NVivo

Kaynakça

• Anderson, W.Thomas; Cox, Eli P. & Fulcher, David G. (1976) Bank Selection Decision and Market Segmentation, Journal of Marketing, S : 40 (1), s: 40-45.
• Creswell, John W. ve Plano C., Vicki L. (2014) Mixed Method Research Design and Execution (Transl.Ed. Yüksel Dede and Selçuk B.Demir), Anı Publication, Ankara.
• Celik, Gamze (2017) Developing Reading Skills Through Visual Literacy in Turkish Lessons: A Mixed Method Study, PhD Thesis, Çanakkale Onsekiz Mart University, Institute of Educational Sciences, Çanakkale.
• Faramarzpour, Fatemeh & Mahmoudzadeh, Alireza (2015) The Effect of Marketing of Bank Services on Customers’ Preference of Private Banks: Case Study of Mellatand Tejarat Banks in Khorasan Razavi Province, International Journal of Management Accounting and Economics, S : 2(3), s : 219-232.
• Holstıus, Karin & Kaynak, Erdener (1995) Retail banking in Nordic Countries: The case of Finland, International Journal of Bank Marketing, S:13(8), s: 10-20.
• Karademir, Yavuz (2014) Examination of Problems Faced by Social Studies Teachers in the History of Revolution and Kemalism in Grade 8 (A Case Study of an Exploratory Sequential Mixed Design), Master Thesis, Cumhuriyet University, Institute of Educational Sciences, Sivas
• Kaya, Mehmet (2015) Developmental and Traumatic Problems of High School Students: From the Perspectives of Parents, Teachers and Students, M.Sc. Thesis, İnönü University, Institute of Educational Sciences, Malatya.
• Laroche, Michel; Rosenblatt, Jerry A. & Mannıng, Terrill (1986) Services Used and Factors Considered Important in Selecting A Bank: An Investigation Across Diverse Demographic Segments, International Journal of Bank Marketing, S: 4(1), s: 35-55.
• Mokhlis, Safiek (2009) Determinants of Choice Criteria in Malaysia’s Retail Banking: An Analysis of Gender-Based Choice Decisions, European Journal of Economics Finance and Administrative Sciences, S : 16, s : 18-30.
• Okpara, Gazie S. & Onuoha, Onuoha A.(2013) Bank Selection and Patronage by University Students: A Survey of Students in Umudike, Asian Journal of Business Review, S : 2(2), s: 12-18.
• Tashakkorı, Abbas & Teddlıe, Charles (2003) Handbook of Mixed Method in Social &Behavioral Research, Sage Publications, California.
• Tashakkori, Abbas & Creswell, John W. (2007) The New Area of Mixed Methods, Journal of Mixed Methods Research, S: 1(1), s: 3-7.
• Tavsancil, Ezel (2002). Measuring attitudes anD Data Analysis Using SPSS, Nobel printing and publication, Ankara.
• Tezbasaran, A. Ata (1996). Guidelines for developing Likert type scales, Society of Psychologists publication, Ankara.
• Wel, Che & Nor Mohd S. (2003) The Influences of Personal and Sociological Factors on Consumer Bank Selection Decision ın Malaysia, Journal of American Academy of Business, S :1(2), s :399-404.
• Yaslioglu, M.Murat (2017) Factor Analysis and Validity in Social Sciences: Use of Exploratory and Confirmatory Factor Analysis, Istanbul University Journal of Faculty of Management, S: 46, s: 74-85.
• Yılmaz, Özer; Boz, Hakan & Yaprak, Burak (2017) Determınıng Factors That Effect On Consumer's Retaıl Bank Selectıon: A Case Study In Balıkesir, International Social Research Congress, 20-22 April 2017,İstanbul.
• Yildirim, Ali & Simsek, Hasan (2013)Qualitative Research Methods in Social Sciences. Seçkin publication, Ankara.
• Yue, Hon & Tom, Gail (1995) How the Chinese Select their Banks, Journal of Retail Banking, S : 16(4), s : 36-39.

Kamu Çalışanlarının Bankacılık Tercihlerini Etkileyen Faktörlerin Reklamlar Kullanılarak Karma Yöntem Aracılığıyla İncelenmesi

Yıl 2024, Cilt: 25 Sayı: 2, 264 – 284, 30.04.2024

Kasım Can Işık , Yalçın Karagöz

https://doi.org/10.37880/cumuiibf.1383127

Öz

Bu çalışmada kamu çalışanlarının bankacılık tercihlerini etkileyen faktörlerin belirlenmesi amacıyla karma yöntemlerden biri olan keşfedici anket tasarımı kullanılmıştır. Nitel veri olarak 9 bankaya ait televizyonlarda yayınlanan 36 reklam filmi kullanılmıştır. Bu reklamlar kamu çalışanlarının bankacılık tercihini etkileyen faktörler açısından NVivo 10 paket programıyla incelenmiştir. Nitel analizde ise 83 kod ve 6 tema elde edilmiştir. Elde edilen 83 kod ölçeğin madde havuzunda kullanılmıştır. Ölçeğin faktörleri olarak 6 tema belirlenmiştir.Taslak ölçek, tabakalı örnekleme yöntemi kullanılarak Sivas ilinde görev yapan 400 kamu çalışanına uygulanmıştır. Elde edilen verilere dayanarak 6 faktör ve 26 maddeden oluşan bir ölçme aracı SPSS ve AMOS paket programları aracılığıyla geliştirilmiştir. Sonuç olarak, Sivas’taki kamu çalışanlarının bankacılık tercih kriterleri ile demografik değişkenleri arasındaki ilişkiler istatistiksel yöntemlerle değerlendirilerek, farklılıklar yorumlanmıştır.

Anahtar Kelimeler

Bankacılık Reklamı, Tüketici Tercihi, Karma Yöntem Araştırması, Keşfedici Sıralı Desen, NVivo

Kaynakça

• Anderson, W.Thomas; Cox, Eli P. & Fulcher, David G. (1976) Bank Selection Decision and Market Segmentation, Journal of Marketing, S : 40 (1), s: 40-45.
• Creswell, John W. ve Plano C., Vicki L. (2014) Mixed Method Research Design and Execution (Transl.Ed. Yüksel Dede and Selçuk B.Demir), Anı Publication, Ankara.
• Celik, Gamze (2017) Developing Reading Skills Through Visual Literacy in Turkish Lessons: A Mixed Method Study, PhD Thesis, Çanakkale Onsekiz Mart University, Institute of Educational Sciences, Çanakkale.
• Faramarzpour, Fatemeh & Mahmoudzadeh, Alireza (2015) The Effect of Marketing of Bank Services on Customers’ Preference of Private Banks: Case Study of Mellatand Tejarat Banks in Khorasan Razavi Province, International Journal of Management Accounting and Economics, S : 2(3), s : 219-232.
• Holstıus, Karin & Kaynak, Erdener (1995) Retail banking in Nordic Countries: The case of Finland, International Journal of Bank Marketing, S:13(8), s: 10-20.
• Karademir, Yavuz (2014) Examination of Problems Faced by Social Studies Teachers in the History of Revolution and Kemalism in Grade 8 (A Case Study of an Exploratory Sequential Mixed Design), Master Thesis, Cumhuriyet University, Institute of Educational Sciences, Sivas
• Kaya, Mehmet (2015) Developmental and Traumatic Problems of High School Students: From the Perspectives of Parents, Teachers and Students, M.Sc. Thesis, İnönü University, Institute of Educational Sciences, Malatya.
• Laroche, Michel; Rosenblatt, Jerry A. & Mannıng, Terrill (1986) Services Used and Factors Considered Important in Selecting A Bank: An Investigation Across Diverse Demographic Segments, International Journal of Bank Marketing, S: 4(1), s: 35-55.
• Mokhlis, Safiek (2009) Determinants of Choice Criteria in Malaysia’s Retail Banking: An Analysis of Gender-Based Choice Decisions, European Journal of Economics Finance and Administrative Sciences, S : 16, s : 18-30.
• Okpara, Gazie S. & Onuoha, Onuoha A.(2013) Bank Selection and Patronage by University Students: A Survey of Students in Umudike, Asian Journal of Business Review, S : 2(2), s: 12-18.
• Tashakkorı, Abbas & Teddlıe, Charles (2003) Handbook of Mixed Method in Social &Behavioral Research, Sage Publications, California.
• Tashakkori, Abbas & Creswell, John W. (2007) The New Area of Mixed Methods, Journal of Mixed Methods Research, S: 1(1), s: 3-7.
• Tavsancil, Ezel (2002). Measuring attitudes anD Data Analysis Using SPSS, Nobel printing and publication, Ankara.
• Tezbasaran, A. Ata (1996). Guidelines for developing Likert type scales, Society of Psychologists publication, Ankara.
• Wel, Che & Nor Mohd S. (2003) The Influences of Personal and Sociological Factors on Consumer Bank Selection Decision ın Malaysia, Journal of American Academy of Business, S :1(2), s :399-404.
• Yaslioglu, M.Murat (2017) Factor Analysis and Validity in Social Sciences: Use of Exploratory and Confirmatory Factor Analysis, Istanbul University Journal of Faculty of Management, S: 46, s: 74-85.
• Yılmaz, Özer; Boz, Hakan & Yaprak, Burak (2017) Determınıng Factors That Effect On Consumer's Retaıl Bank Selectıon: A Case Study In Balıkesir, International Social Research Congress, 20-22 April 2017,İstanbul.
• Yildirim, Ali & Simsek, Hasan (2013)Qualitative Research Methods in Social Sciences. Seçkin publication, Ankara.
• Yue, Hon & Tom, Gail (1995) How the Chinese Select their Banks, Journal of Retail Banking, S : 16(4), s : 36-39.

Toplam 19 adet kaynakça vardır.

Ayrıntılar

Kaynak Göster

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