Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi

Altıntaş, Murat Hakan; ALKAÇ ÖZDEMİR, GÜLSEN

doi:10.20491/isarder.2021.1233

Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi

Gülsen ALKAÇ ÖZDEMİR, (Bursa Uludağ Üniversitesi, Sosyal Bilimler Meslek Yüksekokulu, Bursa, Türkiye)

Murat Hakan ALTINTAŞ (Bursa Uludağ Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Bursa, Türkiye)

İşletme Araştırmaları Dergisi

22 1

Yıl: 2021 Cilt: 13 Sayı: 2 Sayfa Aralığı: 1856 - 1871 Metin Dili: Türkçe DOI: 10.20491/isarder.2021.1233 İndeks Tarihi: 14-12-2021

Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi

Öz:

Amaç – Bu çalışmanın amacı, bankacılıkta müşteri deneyimi konusunda son 30 yıl içerisinde yapılançalışmaları bibliyometrik analiz yöntemiyle inceleyerek, bankacılıkta müşteri deneyimine ilişkinkelime bazlı kümeleri ve bu kümelerin alt unsurlarını, ele alınan ana temaları ve oluşan ilişki ağlarınıbelirlemektir.Yöntem – Bibliyometrik analiz için gerekli veriler, 29-30 Mart 2021 tarihlerinde WOS veri tabanından“customer experience - banking” anahtar kelimesi seçilerek elde edilmiştir. Bibliyometrik analiz, 1991- 2020 yıllarını kapsayan dönemde WOS veri tabanında yer alan ve ilgili anahtar kelimeler girilerekelde edilen 293 makale üzerinden gerçekleştirilmiştir. Bibliyometrik analiz eş-oluşum yöntemiylegerçekleştirilmiş ve analiz için çalışmada Vosviewer programı kullanılmıştır.Bulgular – Gerçekleştirilen bibliyometrik analiz sonucunda, makale sayısının özellikle 2016 yılı vesonrasında dramatik olarak arttığı, makalelerin yayınlandığı dergilerin ağırlıklı olarak işletme veekonomi alanında yoğunlaştığı bulunmuştur. Ayrıca ilgili anahtar kelime kapsamında 40 alt unsurasahip 8 küme ve kelime bazlı ilişki ağları tespit edilmiştir. Bulunan kümeler sırasıyla; müşteri adaletive koruma, teknoloji adaptasyonu, değer odaklı bağlılık, deneyimi hissetme, hizmeti algılama, markaodaklılık, hizmet iklimi ve müşteri yapısı olarak isimlendirilmiştir. Müşteri deneyimi odaklı olarak ağilişkileri analiz edildiğinde ise, bankacılık sektörü, müşteri sayısını koruma, müşteri memnuniyeti,ilişki kalitesi, hizmet kalitesi, müşteri değeri, WOM gibi konuların ilişki ağında öne çıkan konularolduğu bulunmuştur.Tartışma – Günümüzün yoğun rekabet ortamında, müşteri kazanmak ve uzun vadede elde tutmakher banka için önemlidir. Sürdürülebilir rekabetçi avantaja sahip olmak için bankalar, müşterideneyimini yönetmek ve bu noktada farklılaşarak öne çıkmak zorundadırlar. Bu çalışma teorik açıdanbankacılık sektöründe müşteri deneyiminin gelişim yönünü, pratik açıdan ise bankaların yönelmesigereken konuları ortaya koyması açısından önemli sonuçlara sahiptir.

Anahtar Kelime:

Bibliometric Analysis of Customer Experience in Banking: Determining The Themes and Relationship Networks of the Period 1991-2020

Öz:

Purpose – This study aims to examine the studies on customer experience in banking with thebibliometric analysis method and determine the word-based clusters and their members, the mainthemes discussed, and the network of relationships formed regarding the customer experience inbanking. Design/methodology/approach - The data required for bibliometric analysis were obtained byselecting the keyword "customer experience - banking" from the WOS database on March 29-30, 2021.The bibliometric analysis was carried out over 293 articles in the WOS database, obtained by enteringrelevant keywords in the period 1991-2020. Bibliometric analysis was carried out with the co occurrence method, and the Vosviewer program was used in the study for analysis. Findings – As a result of the bibliometric analysis, it was found that the number of articles increaseddramatically, especially in 2016 and after, and the journals in which the articles were published mainlyconcentrated on business and economics. Also, 8 clusters with 40 sub-elements within the relevantkeyword's scope and word-based relationship networks were determined. These clusters found arerespectively; customer justice and retention, technology adaptation, value-oriented commitment,sense of experience, service perception, brand orientation, service climate and customer structure.When the network relations are analyzed with a focus on customer experience, it is found that thebanking sector, customer retention, customer satisfaction, relationship quality, service quality,customer value, WOM are prominent issues in the relationship network. Discussion – In today's intensive competitive environment, gaining customers and retaining them inthe long term is vital for every bank. To have a sustainable competitive advantage, banks have tomanage the customer experience and stand out by differentiating at this point. This study hasimportant results in revealing the development aspect of the customer experience in the bankingsector from a theoretical perspective and the issues that banks should focus on in practical terms.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	ALKAÇ ÖZDEMİR G, Altıntaş M (2021). Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. , 1856 - 1871. 10.20491/isarder.2021.1233
Chicago	ALKAÇ ÖZDEMİR GÜLSEN,Altıntaş Murat Hakan Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. (2021): 1856 - 1871. 10.20491/isarder.2021.1233
MLA	ALKAÇ ÖZDEMİR GÜLSEN,Altıntaş Murat Hakan Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. , 2021, ss.1856 - 1871. 10.20491/isarder.2021.1233
AMA	ALKAÇ ÖZDEMİR G,Altıntaş M Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. . 2021; 1856 - 1871. 10.20491/isarder.2021.1233
Vancouver	ALKAÇ ÖZDEMİR G,Altıntaş M Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. . 2021; 1856 - 1871. 10.20491/isarder.2021.1233
IEEE	ALKAÇ ÖZDEMİR G,Altıntaş M "Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi." , ss.1856 - 1871, 2021. 10.20491/isarder.2021.1233
ISNAD	ALKAÇ ÖZDEMİR, GÜLSEN - Altıntaş, Murat Hakan. "Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi". (2021), 1856-1871. https://doi.org/10.20491/isarder.2021.1233

APA	ALKAÇ ÖZDEMİR G, Altıntaş M (2021). Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. İşletme Araştırmaları Dergisi, 13(2), 1856 - 1871. 10.20491/isarder.2021.1233
Chicago	ALKAÇ ÖZDEMİR GÜLSEN,Altıntaş Murat Hakan Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. İşletme Araştırmaları Dergisi 13, no.2 (2021): 1856 - 1871. 10.20491/isarder.2021.1233
MLA	ALKAÇ ÖZDEMİR GÜLSEN,Altıntaş Murat Hakan Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. İşletme Araştırmaları Dergisi, vol.13, no.2, 2021, ss.1856 - 1871. 10.20491/isarder.2021.1233
AMA	ALKAÇ ÖZDEMİR G,Altıntaş M Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. İşletme Araştırmaları Dergisi. 2021; 13(2): 1856 - 1871. 10.20491/isarder.2021.1233
Vancouver	ALKAÇ ÖZDEMİR G,Altıntaş M Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi. İşletme Araştırmaları Dergisi. 2021; 13(2): 1856 - 1871. 10.20491/isarder.2021.1233
IEEE	ALKAÇ ÖZDEMİR G,Altıntaş M "Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi." İşletme Araştırmaları Dergisi, 13, ss.1856 - 1871, 2021. 10.20491/isarder.2021.1233
ISNAD	ALKAÇ ÖZDEMİR, GÜLSEN - Altıntaş, Murat Hakan. "Bankacılıkta Müşteri Deneyimine Yönelik Bibliyometrik Analiz: 1991-2020 DönemineAit Temaların ve İlişki Ağlarının Belirlenmesi". İşletme Araştırmaları Dergisi 13/2 (2021), 1856-1871. https://doi.org/10.20491/isarder.2021.1233