GCRIS

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Corporate Social Responsibility Communication of Banks in the First Days of the Covid-19 Pandemic in Turkey
(2021) Tosun, Petek
The purpose of this study is to examine corporate social responsibility (CSR) communication and the waysthe pandemic changed CSR communication of banks on social media at the beginning of the COVID-19pandemic in Turkey. A content analysis was made on the Facebook accounts of the biggest public, private,and foreign-owned retail banks in Turkey. The findings have shown that banks have increased their overalland health-related CSR communication during the pandemic. Besides, it was found that each bank had itsunique CSR approach and shifted its CSR activities online. Messages with CSR content got a higher numberof consumer comments than non-CSR messages. Customer interaction levels differed significantly amongmessages that included different CSR content such as health and society. This study reflects Turkish banks’CSR communication on social media, presents comparative results for crisis and non-crisis periods, andprovides analysis results about CSR communication during the pandemic. Besides, it is among the firststudies that examine the financial institutions’ social media marketing communication related to theCOVID-19 pandemic. The findings of this study may help marketing managers in designing their marketingstrategies in crisis times.
Exploring Elderly Customer-Employee Rapport in Services: Managerial and Social Implications
(IGI Global, 2021) Tosun, Petek
The increasing share of older people in the population has influenced the economic and social life andservices sectors. Banking services are integrated into almost all of the daily transactions and inevitablefor older consumers. This study aims to examine the special needs and expectations of older customers in retail banking. A survey was conducted on frontline salespeople in branches. The findings haveshown that older consumers expect special attention from their customer relationship managers. Therelationship managers have positive attitudes toward older consumers and high customer-employeerapport levels. Attitude and rapport constructs are positively and significantly correlated. In addition,relationship managers were divided into three clusters depending on their rapport levels and perceivedbranch visit reasons. This chapter has provided current empirical findings, insights, and managerialrecommendations about customer-employee relationships in the older consumers and services contexts.
Brand Trust for Digital-Only Bank Brands: Consumer Insights From an Emerging Market
(ATLAS, 2020) Tosun, Petek
Financial services are increasingly evolving and moving towards digital service models. New technologies and the rapid diffusion of the internet are introducing new business models in the banking industry, by providing many alternatives for reaching and interacting with customers. One of the new banking business models is digital-only banking. Digital-only bank brands are servicing in digital platforms without providing any traditional branch services. However, in many countries, banks are still operating within conventional service models, so some changes in laws and regulations may be required to provide digital-only banking services. Besides such structural and institutional requirements, positive consumer attitudes toward working with digital-only brands are prerequisites for any brand to be successful in the highly competitive financial services market. Positive consumer attitudes are especially important in the digital- only banking context since preferring a bank brand with a large network of established branches is still essential for building brand trust for many customers. Therefore, financial services institutions need to have a deep understanding of consumer perceptions and the antecedents of brand trust regarding digital-only banking. This study aims to explore consumer motives and elements of building customer trust for a digital-only banking brand in an emerging market context. Consumer insights were obtained as a result of a pilot study, which included preliminary interviews with retail banking customers. The interviews have shown that trust is the core factor for bank preference. Digital-only brands have the risk of being perceived as untrustworthy. Positive word-of-mouth, clear procedures, reliable terms and conditions, having responsive and effective customer services teams, and solving customer complaints fast are stated as important points to build brand trust for digital-only brands. This exploratory study may provide a basis for future empirical studies. The findings will be beneficial for the policy- makers, marketing managers of financial services institutions, and researchers who want to understand customer expectations.

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