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The purpose of this study is to examine the relationships among the retail banking services, competitive strategies and performance of the banks operating in the Turkish banking sector. Research questions were explored through in depth interviews with the upper level managers of the banks supplemented by some survey questions. The data set was interpreted by content analysis. The results showed that increasing competitive strategies of the banks were the price differentiation strategy (special product pricing applications), image differentiation strategy (applications for marketing innovation) and quality differentiation strategy (applications for process innovation) respectively. In addition, the findings submit also information with increasing performance of low-cost operational activities in other banks than the public banks.
The purpose of this study is to examine the relationships between the retail banking services, competitive strategies and performance of the banks operating in the Turkish banking sector. Research questions were explored through in depth interviews with the upper level managers of the banks supplemented by some survey questions. The data set was interpreted by content analysis. The results showed that increasing competitive strategies of the banks were the price differentiation strategy (special product pricing applications), image differentiation strategy (applications for marketing innovation) and quality differentiation strategy (applications for process innovation) respectively. In addition, the findings also submit information with increasing performance of low-cost operational activities in other banks than the public banks.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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