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METAVERSE BANKACILIĞI YOLUNDA DEĞİŞEN MÜŞTERİ BEKLENTİLERİNE HİTABEN GELİŞEN PAZARLAMA ANLAYIŞLARI ÜZERİNE BİR İNCELEME

Yıl 2022, , 97 - 132, 30.06.2022
https://doi.org/10.52736/ubeyad.1119156

Öz

Web3, DLT ve NFT gibi merkezi olmayan teknolojilerin yanı sıra AR/VR gibi deneyimsel teknolojiler hizmetler sektörüne bambaşka bir boyut getirmektedir. Teknolojinin getirdiği yeni yaklaşımlarla bankacılık önce geleneksel bankacılıktan dijital bankacılığa, sonrasında açık ve açık ötesi bankacılığa evrilmiştir. Blokzincir teknolojisiyle merkeziyetsiz finansla tanışan bankacılık sektörünün şimdilerde ise metaverse bankacılığına evrildiğine tanık olmaktayız. Hızlı teknolojik değişim yeni bir temel oluşturduğundan, diğer tüm sektörler gibi finansal hizmetler sektörü de bu duruma uyum sağlamalı ve fırsatları değerlendirmelidir. Müşteri beklentileri sürekli farklılaştığından bankaların müşterilerinin değişen ihtiyaçlarını keşfetmenin yollarını bularak nasıl karşılayacaklarına dair yöntemleri de geliştirmeleri gerekmektedir. Önümüzdeki 10 yıllık dönemde 8 trilyon USD’lık küresel bir pazar oluşturacağı öngörülen metaverse konusu bankacılık sektörünü yakından ilgilendirmektedir. Bankalar, teknolojinin yardımıyla gelişen pazarlama anlayışlarıyla, farklılaşan müşteri beklentilerine hitap etmeye çalışmaktadır. Bu çalışmanın amacı Metaverse yolunda bankacılıktaki pazarlamanın bağlamsal pazarlama ve artırılmış pazarlama açısından incelenerek ve metaverse bankacılığı alanına ilişkin kavramsal bilgi sunulmasıdır. Aynı zamanda bu çalışmada, dünyada son dönemde bankacılık alanında deneyimsel pazarlama ve artırılmış gerçeklik veya metaverse ile ilgili adımlar atan bankalardan örnekler derlenerek bankaların farklılaşan müşteri beklentileri ve bu beklentilere yönelik ürettikleri çözümler yorumlanmıştır.

Destekleyen Kurum

yoktur

Proje Numarası

yoktur

Kaynakça

  • Abbott, M., Murray, J., ve Guenther, D. (2022). Banking in the metaverse: the next frontier. İnternet Adresi: https://bankingblog.accenture.com/banking-in-the-metaverse-the-next-frontier#:~:text=Ironically%2C%20the%20metaverse%20provides%20banks,younger%2C%20NFT%2Dsavvy%20generation. Erişim: 30.03.2022 14.53
  • Aldridge, A. (2021). Bank of America is First in Industry to Launch Virtual Reality Training Program in Nearly 4,300 Financial Centers Newsroom. İnternet Adresi: https://newsroom.bankofamerica.com/content/newsroom/press-releases/2021/10/bank-of-america-is-first-in-industry-to-launch-virtual-reality t.html- Erişim: 31.03.2021 17.17.
  • AxisBank (2016). Augmented Reality. İnternet Adresi: https://www.youtube.com/watch?v=d__HMO2h74s
  • BNP Paribas Fortis (2019). Augmented reality for BNP Paribas Fortis Bank. İnternet Adresi: https://www.youtube.com/watch?v=v6xDvPWJRik Erişim: 30.03.2022 16.45
  • Brandes, D., Spiller, P., ve Kiefer, C. (2021). Covid-19 Boosts Digitalisation of Retail Banking. Perspectives. İnternet Adresi: https://www2.deloitte.com/ch/en/pages/financial-services/articles/corona-krise-digitalisierungsschub-im-retailbanking.html Erişim: 31.03.2022 16.20
  • Bu, P. (2022). Indian Fintech Startup Signzy Technologies Gets US Patent For Customer Onboarding In VR Mode. The Decrypting Story. İnternet Adresi: https://yourstory.com/the-decrypting-story/indian-fintech-signzy-patent-ar-vr-metaverse/amp Erişim: 31.03.2022 15.11
  • Caymaz, G. (2022 ). Aktif Bank, Metaverse'e Giriyor: Decentraland'de Yer Alan Ilk Türk Banka Olacak. Haberler. İnternet Adresi: https://tr.investing.com/news/cryptocurrency-news/aktif-bank-metaversee-giriyor-decentralandde-yer-alan-ilk-turk-banka-olacak-2270644 Erişim: 01.04.2022 19.16.
  • Citi (2016). Citi HoloLens Holographic Workstation. İnternet Adresi: https://www.youtube.com/watch?v=0NogltmewmQ Erişim: 31.03.2022 13.39
  • CitiGPS. (2022). METAVERSE AND MONEY Decrypting the Future. İnternet
  • DDO, D. D. O. (2022). NFT’nin Türkçe Karşılığı Belli Oldu. İnternet Adresi: https://cbddo.gov.tr/haberler/6354/nft-nin-turkce-karsiligi-belli-oldu#:~:text=Cumhurba%C5%9Fkanl%C4%B1%C4%9F%C4%B1%20Dijital%20D%C3%B6n%C3%BC%C5%9F%C3%BCm%20Ofisi%2C%20T%C3%BCrk,Tapu%E2%80%9D%20olarak%20kullanmay%C4%B1%20d%C3%BC%C5%9F%C3%BCnd%C3%BCklerini%20a%C3%A7%C4%B1klad%C4%B1. Erişim: 13.05.2022 18.58
  • DeutscheBank, ve 3rock (2018). Augmented Reality - Berlin. İnternet Adresi: https://www.youtube.com/watch?v=zcHM25lxA4M Erişim: 30.03.2022 17.50
  • Dönmez, N. (2021). Dijitalleşmeyle Gelen Yeni Model Bankacılıklar. Dijital Açı. İnternet Adresi: https://www.dijitalaci.com/dijitallesmeyle-gelen-yeni-model-bankaciliklar-makale,41.html Erişim: 07.04.2022 01.42
  • EU. (2015). Payment services (PSD 2) - Directive (EU) 2015/2366. European Commission. İnternet Erişim: 07.04.2022 01.09
  • Finextra. (2022a). Amex Files Metaverse-Related Trademark Applications. News. İnternet Adresi: https://www.finextra.com/newsarticle/39878/amex-files-metaverse-related-trademark-applications Erişim: 01.04.2022 17.58
  • Finextra. (2022b). Retail Banking. İnternet Adresi: https://www.finextra.com/pressarticle/92060/signzy-receives-us-patent-for-banking-in-the-metaverse Erişim: 31.03.2022 15.05
  • Garanti BBVA. (2022). Sanal Asistanlar. Bankacılık İşlemlerini Sanal Asistanlarla Nasıl Yönetirsiniz? İnternet Adresi: https://www.garantibbva.com.tr/tr/blog/islemlerini-sanal-asistanlarla-yonetmek.page Erişim: 13.04.2022 01.32
  • Grider, D., ve Maximo, M. (2021). THE METAVERSE Stamford,CT. İnternet Adresi: https://grayscale.com/wp-content/uploads/2021/11/Grayscale_Metaverse_Report_Nov2021.pdf Erişim: 28.03.2022 16.05
  • Hearn, L. (2010). CommBank app lets people snoop on your house price. THE SYDNEY MORNING HERALD. Retrieved from https://www.smh.com.au/technology/commbank-app-lets-people-snoop-on-your-house-price-20100804-11cpb.html#:~:text=The%20Commonwealth%20Bank's%20Property%20Guide,as%20home%20layout%20and%20pictures.
  • Helms, K. (2022). NEWS. İnternet Adresi: https://news.bitcoin.com/goldman-sachs-metaverse-8-trillion-opportunity/ Erişim: 30.03.2022 15.00
  • Holbrook, M. B., ve Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, And Fun. Journal of Consumer Research, 9(2), 132-140.
  • Jones, A. (2016). DESJARDINS BANK AR - AUGMENTED REALITY - AR FOR BANKS. İnternet Adresi: https://www.youtube.com/watch?v=eJ85r2kms64 Erişim: 30.03.2022 15.59
  • Jordan, J. H. o. T. A.-B. o. A. (2021) Is VR The Future of Employee Training Programs? Bank of America Thinks So/Interviewer: E. Ascott. all work The Future of Work since 2003.
  • Kara, M. C. (2022). Dİjİtal Ekonomİnİn Vergİlendİrİlmesİnde Yenİ Rabita Ve Kâr Tahsİsİ Kurallari. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(49), 291-308.
  • Kotler, P., Kartajaya, H., ve Setiawan, I. (2017). Pazarlama 4.0 (N. Özata, Trans.). İstanbul: Optimist Yayın Grubu.
  • Kotler, P., Kartajaya, H., ve Setiawan, I. (2021). Pazarlama 5.0 İnsan İçin Teknoloji (2nd. ed.). İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Körpe, E. (2021). Dİjİtal Dönüşüm İle Yenİ Fİnans Çaği Ve Gelecek Yaklaşimlari. Journal Of International Banking Economy And Management, 4(2), 108-131.
  • Kreger, A. (2022). Banking in Metaverse Will Revolutionize the Future of Digital CX. İnternet Adresi: https://www.theuxda.com/blog/augmented-reality-in-digital-banking-maximizes-ux-possibilities Erişim: 28.03.2022 17.12
  • Luo, X., ve Seyedian, M. (2003). Contextual Marketing And Customer-Orientation Strategy For E-Commerce: An Empirical Analysis. International Journal of Electronic Commerce, 8(2), 95-118.
  • Mahmoud, M. (2022). The Future of Consumer Banking: Augmented Reality & Virtual Reality. Al Masrafeyon-Current Trends. İnternet Adresi: https://masrafeyoun.ebi.gov.eg/the-future-of-consumer-banking-augmented-reality-virtual%20reality/#:~:text=Using%20augmented%20reality%20in%20banking,personalized%20attention%20with%20virtual%20assistance.
  • Mehmetoğlu, M., ve Engen, M. (2011). Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism. Journal of Quality Assurance in Hospitality & Tourism, 237-255. doi:10.1080/1528008X.2011.541847
  • Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497. doi:https://doi.org/10.3390/encyclopedia2010031
  • NBO, N. B. o. O. (2015). NBO Augmented Reality App. İnternet Adresi: https://www.youtube.com/watch?v=O2-fslOqlAM Erişim: 30.03.2022 16.12
  • Neagle, S. (2022 ). JPMorgan Is The First Major Bank To Join The Metaverse – Here’s Why. Finance Monthly. Retrieved from https://www.finance-monthly.com/2022/03/jpmorgan-is-the-first-major-bank-to-join-the-metaverse-heres-why/
  • Norrestad, F. (2021). Market Capitalization of Banking Sector Worldwide 2016-2021. İnternet Adresi: https://www.statista.com/statistics/265135/market-capitalization-of-the-banking-sector-worldwide/ Erişim: 04.04.2022 19.09
  • Nurhadi, M. (2022). Pasar Metaverse Capai Rp21 Ribu Triliun Pada 2030, Bank-Bank Dalam Negeri Rebutan Masuk Virtual. Bısnıs. İnternet Adresi: https://www.suara.com/bisnis/2022/03/23/133645/pasar-metaverse-capai-rp21-ribu-triliun-pada-2030-bank-bank-dalam-negeri-rebutan-masuk-virtual Erişim: 01.04.2022 18.58
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  • Parkı, D. (2022). South Korea’s KB Bank unveils a metaverse bank testbed. Forkast-Trending. İnternet Adresi: https://forkast.news/headlines/south-korea-kb-kookmin-bank-presents-metaverse-vr-bank-testbed/ Erişim: 20.04.2022 16.38
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AN INVESTIGATION OF DEVELOPING MARKETING APPROACHES TO ADDRESSING CHANGING CUSTOMER EXPECTATIONS ON THE PATH TO METAVERSE BANKING

Yıl 2022, , 97 - 132, 30.06.2022
https://doi.org/10.52736/ubeyad.1119156

Öz

Decentralized technologies such as Web3, DLT, and NFT alongside experiential technologies such as AR/VR bring a completely different dimension to the services sector. Banking has firstly evolved from traditional banking to digital banking, and then also evolved to open and beyond open banking with the new approaches brought by technology. We are witnessing that the banking sector which has met with decentralized finance with blockchain technology, has recently transformed into metaverse banking. Since the rapid technological change creates a new fundamental, financial services sector should adapt to this situation and take chances as well as all other sectors. Since customer expectations are constantly changing, banks need to find ways to discover their customers' changing needs and develop methods of how to meet them. The metaverse issue, which is expected to create a global market of 8 trillion USD in the next decade, is a particular concern that closely related to the banking sector. Banks are trying to address different customer expectations with their improved marketing understandings skills through technology. This study aims to examine marketing in banking in a metaverse path in terms of contextual and augmented marketing and to present conceptual information about the field of metaverse banking. It also covers the examples from banks that have taken steps in the issues of experiantal marketing and augmented reality or metaverse in the banking sector are compiled recently, and; the differentiating customer expectations of the banks and the solutions they produce for these expectations are interpreted.

Proje Numarası

yoktur

Kaynakça

  • Abbott, M., Murray, J., ve Guenther, D. (2022). Banking in the metaverse: the next frontier. İnternet Adresi: https://bankingblog.accenture.com/banking-in-the-metaverse-the-next-frontier#:~:text=Ironically%2C%20the%20metaverse%20provides%20banks,younger%2C%20NFT%2Dsavvy%20generation. Erişim: 30.03.2022 14.53
  • Aldridge, A. (2021). Bank of America is First in Industry to Launch Virtual Reality Training Program in Nearly 4,300 Financial Centers Newsroom. İnternet Adresi: https://newsroom.bankofamerica.com/content/newsroom/press-releases/2021/10/bank-of-america-is-first-in-industry-to-launch-virtual-reality t.html- Erişim: 31.03.2021 17.17.
  • AxisBank (2016). Augmented Reality. İnternet Adresi: https://www.youtube.com/watch?v=d__HMO2h74s
  • BNP Paribas Fortis (2019). Augmented reality for BNP Paribas Fortis Bank. İnternet Adresi: https://www.youtube.com/watch?v=v6xDvPWJRik Erişim: 30.03.2022 16.45
  • Brandes, D., Spiller, P., ve Kiefer, C. (2021). Covid-19 Boosts Digitalisation of Retail Banking. Perspectives. İnternet Adresi: https://www2.deloitte.com/ch/en/pages/financial-services/articles/corona-krise-digitalisierungsschub-im-retailbanking.html Erişim: 31.03.2022 16.20
  • Bu, P. (2022). Indian Fintech Startup Signzy Technologies Gets US Patent For Customer Onboarding In VR Mode. The Decrypting Story. İnternet Adresi: https://yourstory.com/the-decrypting-story/indian-fintech-signzy-patent-ar-vr-metaverse/amp Erişim: 31.03.2022 15.11
  • Caymaz, G. (2022 ). Aktif Bank, Metaverse'e Giriyor: Decentraland'de Yer Alan Ilk Türk Banka Olacak. Haberler. İnternet Adresi: https://tr.investing.com/news/cryptocurrency-news/aktif-bank-metaversee-giriyor-decentralandde-yer-alan-ilk-turk-banka-olacak-2270644 Erişim: 01.04.2022 19.16.
  • Citi (2016). Citi HoloLens Holographic Workstation. İnternet Adresi: https://www.youtube.com/watch?v=0NogltmewmQ Erişim: 31.03.2022 13.39
  • CitiGPS. (2022). METAVERSE AND MONEY Decrypting the Future. İnternet
  • DDO, D. D. O. (2022). NFT’nin Türkçe Karşılığı Belli Oldu. İnternet Adresi: https://cbddo.gov.tr/haberler/6354/nft-nin-turkce-karsiligi-belli-oldu#:~:text=Cumhurba%C5%9Fkanl%C4%B1%C4%9F%C4%B1%20Dijital%20D%C3%B6n%C3%BC%C5%9F%C3%BCm%20Ofisi%2C%20T%C3%BCrk,Tapu%E2%80%9D%20olarak%20kullanmay%C4%B1%20d%C3%BC%C5%9F%C3%BCnd%C3%BCklerini%20a%C3%A7%C4%B1klad%C4%B1. Erişim: 13.05.2022 18.58
  • DeutscheBank, ve 3rock (2018). Augmented Reality - Berlin. İnternet Adresi: https://www.youtube.com/watch?v=zcHM25lxA4M Erişim: 30.03.2022 17.50
  • Dönmez, N. (2021). Dijitalleşmeyle Gelen Yeni Model Bankacılıklar. Dijital Açı. İnternet Adresi: https://www.dijitalaci.com/dijitallesmeyle-gelen-yeni-model-bankaciliklar-makale,41.html Erişim: 07.04.2022 01.42
  • EU. (2015). Payment services (PSD 2) - Directive (EU) 2015/2366. European Commission. İnternet Erişim: 07.04.2022 01.09
  • Finextra. (2022a). Amex Files Metaverse-Related Trademark Applications. News. İnternet Adresi: https://www.finextra.com/newsarticle/39878/amex-files-metaverse-related-trademark-applications Erişim: 01.04.2022 17.58
  • Finextra. (2022b). Retail Banking. İnternet Adresi: https://www.finextra.com/pressarticle/92060/signzy-receives-us-patent-for-banking-in-the-metaverse Erişim: 31.03.2022 15.05
  • Garanti BBVA. (2022). Sanal Asistanlar. Bankacılık İşlemlerini Sanal Asistanlarla Nasıl Yönetirsiniz? İnternet Adresi: https://www.garantibbva.com.tr/tr/blog/islemlerini-sanal-asistanlarla-yonetmek.page Erişim: 13.04.2022 01.32
  • Grider, D., ve Maximo, M. (2021). THE METAVERSE Stamford,CT. İnternet Adresi: https://grayscale.com/wp-content/uploads/2021/11/Grayscale_Metaverse_Report_Nov2021.pdf Erişim: 28.03.2022 16.05
  • Hearn, L. (2010). CommBank app lets people snoop on your house price. THE SYDNEY MORNING HERALD. Retrieved from https://www.smh.com.au/technology/commbank-app-lets-people-snoop-on-your-house-price-20100804-11cpb.html#:~:text=The%20Commonwealth%20Bank's%20Property%20Guide,as%20home%20layout%20and%20pictures.
  • Helms, K. (2022). NEWS. İnternet Adresi: https://news.bitcoin.com/goldman-sachs-metaverse-8-trillion-opportunity/ Erişim: 30.03.2022 15.00
  • Holbrook, M. B., ve Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, And Fun. Journal of Consumer Research, 9(2), 132-140.
  • Jones, A. (2016). DESJARDINS BANK AR - AUGMENTED REALITY - AR FOR BANKS. İnternet Adresi: https://www.youtube.com/watch?v=eJ85r2kms64 Erişim: 30.03.2022 15.59
  • Jordan, J. H. o. T. A.-B. o. A. (2021) Is VR The Future of Employee Training Programs? Bank of America Thinks So/Interviewer: E. Ascott. all work The Future of Work since 2003.
  • Kara, M. C. (2022). Dİjİtal Ekonomİnİn Vergİlendİrİlmesİnde Yenİ Rabita Ve Kâr Tahsİsİ Kurallari. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(49), 291-308.
  • Kotler, P., Kartajaya, H., ve Setiawan, I. (2017). Pazarlama 4.0 (N. Özata, Trans.). İstanbul: Optimist Yayın Grubu.
  • Kotler, P., Kartajaya, H., ve Setiawan, I. (2021). Pazarlama 5.0 İnsan İçin Teknoloji (2nd. ed.). İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Körpe, E. (2021). Dİjİtal Dönüşüm İle Yenİ Fİnans Çaği Ve Gelecek Yaklaşimlari. Journal Of International Banking Economy And Management, 4(2), 108-131.
  • Kreger, A. (2022). Banking in Metaverse Will Revolutionize the Future of Digital CX. İnternet Adresi: https://www.theuxda.com/blog/augmented-reality-in-digital-banking-maximizes-ux-possibilities Erişim: 28.03.2022 17.12
  • Luo, X., ve Seyedian, M. (2003). Contextual Marketing And Customer-Orientation Strategy For E-Commerce: An Empirical Analysis. International Journal of Electronic Commerce, 8(2), 95-118.
  • Mahmoud, M. (2022). The Future of Consumer Banking: Augmented Reality & Virtual Reality. Al Masrafeyon-Current Trends. İnternet Adresi: https://masrafeyoun.ebi.gov.eg/the-future-of-consumer-banking-augmented-reality-virtual%20reality/#:~:text=Using%20augmented%20reality%20in%20banking,personalized%20attention%20with%20virtual%20assistance.
  • Mehmetoğlu, M., ve Engen, M. (2011). Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism. Journal of Quality Assurance in Hospitality & Tourism, 237-255. doi:10.1080/1528008X.2011.541847
  • Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497. doi:https://doi.org/10.3390/encyclopedia2010031
  • NBO, N. B. o. O. (2015). NBO Augmented Reality App. İnternet Adresi: https://www.youtube.com/watch?v=O2-fslOqlAM Erişim: 30.03.2022 16.12
  • Neagle, S. (2022 ). JPMorgan Is The First Major Bank To Join The Metaverse – Here’s Why. Finance Monthly. Retrieved from https://www.finance-monthly.com/2022/03/jpmorgan-is-the-first-major-bank-to-join-the-metaverse-heres-why/
  • Norrestad, F. (2021). Market Capitalization of Banking Sector Worldwide 2016-2021. İnternet Adresi: https://www.statista.com/statistics/265135/market-capitalization-of-the-banking-sector-worldwide/ Erişim: 04.04.2022 19.09
  • Nurhadi, M. (2022). Pasar Metaverse Capai Rp21 Ribu Triliun Pada 2030, Bank-Bank Dalam Negeri Rebutan Masuk Virtual. Bısnıs. İnternet Adresi: https://www.suara.com/bisnis/2022/03/23/133645/pasar-metaverse-capai-rp21-ribu-triliun-pada-2030-bank-bank-dalam-negeri-rebutan-masuk-virtual Erişim: 01.04.2022 18.58
  • Pai, S. (2022). Banking On The Metaverse. Forbes. Retrieved from https://www.forbes.com/sites/forbestechcouncil/2022/03/15/banking-on-the-metaverse/?sh=4208abb06068
  • Parkı, D. (2022). South Korea’s KB Bank unveils a metaverse bank testbed. Forkast-Trending. İnternet Adresi: https://forkast.news/headlines/south-korea-kb-kookmin-bank-presents-metaverse-vr-bank-testbed/ Erişim: 20.04.2022 16.38
  • Pine, B. J., ve Gilmore, J. H. (2011). The experience economy: Harvard Business Press.
  • RG: 31704. (2021). Dİjİtal Bankalarin Faalİyet Esaslari İle Servİs Modelİ Bankaciliği Hakkinda Yönetmelİk. Yönetmelik. İnternet Adresi: https://www.resmigazete.gov.tr/eskiler/2021/12/20211229-6.htm
  • Sinarmas, B. (2014). Bank Sinarmas Augmented Reality Experience. İnternet Adresi: https://www.youtube.com/watch?v=ZknmRENgNoE Erişim: 30.03.2022 17.27
  • Taşhan, A., ve Ünver, Z. (2021). Sosyal Ağ Kullanımının Akıllı Telefon Yoksunluğu Korkusu (Nomofobi) İle İlişkisi: Üniversite Öğrencileri Üzerine Bir Araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 11(1), 41-63.
  • The Sandbox (2022). Delighted to Announce We’ve Partnered With @Hsbc, One of The World’s Largest International Banking & Financial Services Providers! . İnternet Adresi: https://twitter.com/TheSandboxGame/status/1503974594922926080?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1503974594922926080%7Ctwgr%5E%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.donanimhaber.com%2Fhsbc-the-sandbox-ile-metaverse-de-yerini-aliyor--146320 Erişim: 31.03.2022 18.41
  • Uly, Y. A. (2022). Bank Mandiri Masuk Ekosistem Metaverse, Kembangkan Bisnis Digital. Kompas.com. Retrieved from https://money.kompas.com/read/2022/03/16/160000626/bank-mandiri-masuk-ekosistem-metaverse-kembangkan-bisnis-digital?page=all
  • WespecNZ (2014). Augmented Reality - World First For Westpac Customers. İnternet Adresi: https://www.youtube.com/watch?v=_dnKD2m_mPE Erişim: 20.04.2022 19.00
  • Yuan, Y.-H., Erin, ve Wu, C., Kenny. (2008). Relationships Among Experiential Marketing, Experiential Value, And Customer Satisfaction. Journal of Hospitality Tourism Research, 32(3), 387-410. doi:10.1177/1096348008317392
  • Zheng, X., Lin, F., ve Cai, X. (2021). Exploration of Contextual Marketing Model Based on Mobile Apps. 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020), Atlantis Press
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Nurten Dönmez

Proje Numarası yoktur
Yayımlanma Tarihi 30 Haziran 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Dönmez, N. (2022). METAVERSE BANKACILIĞI YOLUNDA DEĞİŞEN MÜŞTERİ BEKLENTİLERİNE HİTABEN GELİŞEN PAZARLAMA ANLAYIŞLARI ÜZERİNE BİR İNCELEME. Uluslararası Bankacılık Ekonomi Ve Yönetim Araştırmaları Dergisi, 5(1), 97-132. https://doi.org/10.52736/ubeyad.1119156

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