Adopting the experiential values propositions as e-atmospherics: an illustration through the case of e-banking

Ronan De Kervenoael, Seda Cetin, Yesim Soylu, D. Selcen Ö. Aykaç

Research output: Contribution to conferencePaper

Abstract

For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.
Original languageEnglish
Publication statusUnpublished - 2008
Event15th International EIRASS Conference on recent advances in Retailing and Service Science - Zagreb, Croatia
Duration: 14 Jul 200817 Jul 2008

Conference

Conference15th International EIRASS Conference on recent advances in Retailing and Service Science
CountryCroatia
CityZagreb
Period14/07/0817/07/08

Keywords

  • experiential marketing
  • e-banking
  • e-atmospherics

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    De Kervenoael, R., Cetin, S., Soylu, Y., & Aykaç, D. S. Ö. (2008). Adopting the experiential values propositions as e-atmospherics: an illustration through the case of e-banking. Paper presented at 15th International EIRASS Conference on recent advances in Retailing and Service Science, Zagreb, Croatia.