BANKACILIKTA PAZARLAMA ETİĞİ VE ETİK DEĞERLERİN KURUMA YÖNELİK OLUMLU TUTUM OLUŞUMUNA ETKİLERİ

Hüseyin Sabri KURTULDU
1.541 826

Öz


Bu çalışmada bankacılık sektöründe bankaların kurum kültürleri, etik prensipleri ve müşterilerinin ödül
beklentilerinin müşterilerin bankacılık ürünlerini satınalma eğilimleriyle ilişkili olup olmadıkları ortaya
konulmaya çalışılmış ve bu ilişkilerin müşterilerde bankalarına yönelik olumlu tutum ve davranış
düzeyini saptamada etkin rol oynayıp oynamadıklarının belirlenmesi amaçlanmıştır. Hipotezlerin test
edilmesinde spearman sıra korelasyon ve varyans analizleri kullanılmıştır. Sonuçta kurum kültürü, etik
prensipler ve ödül beklentisi satınalma eğilimiyle ve satınalma eğilimiyle etik prensipler de olumlu tutum
ve davranış düzeyiyle ilişkili çıkmıştır.

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