How engaged are your customers? The rise of an online community for relationship marketing in banking: A European Perspective TERA

Authors : Meral Ahu Karageyim

Pages : 63-87

View : 32 | Download : 51

Publication Date : 2023-10-31

Article Type : Research Paper

Abstract :Purpose: The study seeks to understand the role of online communities in relationship marketing in banking. Design/methodology/approach: A qualitative approach with case study methodology has been selected for this investigation. Findings: The online community provides a valuable tool for relationship marketing providing engagement, closeness, dialogue, proximity, and direct contact with customers. The research reveals important findings about the evolution of social media account to an online community and advantages of a community for an online bank: an innovation center and a communication channel. Useful insights about community management have been identified such as open and transparent communication style, proactivity, more democratic management style. Originality: The research reveals the importance of social media and an online community in financial context.
Keywords : sanal topluluklar, sosyal medya, finansal hizmetler pazarlaması, nitel, vaka çalışması, bankacılık