TR
EN
Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method
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
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.
Ayrıntılar
Birincil Dil
İngilizce
Konular
Yöneylem, İstatistik (Diğer)
Bölüm
Araştırma Makalesi
Erken Görünüm Tarihi
29 Nisan 2024
Yayımlanma Tarihi
30 Nisan 2024
Gönderilme Tarihi
30 Ekim 2023
Kabul Tarihi
28 Şubat 2024
Yayımlandığı Sayı
Yıl 2024 Cilt: 25 Sayı: 2
APA
Işık, K. C., & Karagöz, Y. (2024). Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25(2), 264-284. https://doi.org/10.37880/cumuiibf.1383127
AMA
1.Işık KC, Karagöz Y. Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2024;25(2):264-284. doi:10.37880/cumuiibf.1383127
Chicago
Işık, Kasım Can, ve Yalçın Karagöz. 2024. “Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method”. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 25 (2): 264-84. https://doi.org/10.37880/cumuiibf.1383127.
EndNote
Işık KC, Karagöz Y (01 Nisan 2024) Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 25 2 264–284.
IEEE
[1]K. C. Işık ve Y. Karagöz, “Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method”, Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 25, sy 2, ss. 264–284, Nis. 2024, doi: 10.37880/cumuiibf.1383127.
ISNAD
Işık, Kasım Can - Karagöz, Yalçın. “Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method”. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 25/2 (01 Nisan 2024): 264-284. https://doi.org/10.37880/cumuiibf.1383127.
JAMA
1.Işık KC, Karagöz Y. Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2024;25:264–284.
MLA
Işık, Kasım Can, ve Yalçın Karagöz. “Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method”. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 25, sy 2, Nisan 2024, ss. 264-8, doi:10.37880/cumuiibf.1383127.
Vancouver
1.Kasım Can Işık, Yalçın Karagöz. Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 01 Nisan 2024;25(2):264-8. doi:10.37880/cumuiibf.1383127