Incerasing role of innovation in financial service marketing; An application in the banking sector

The transformation of production, marketing methods and tools with today's information age economy together with the concept of innovation has manifested itself by creating transformative effects in economic, social and cultural fields. The concept of innovation is considered as a holistic process. In this context, the factors that influence the creation of innovation, encouraging methods and measurement techniques, and strategies for sustainability for its development and progress, are important for understanding and exploring innovation. The fact that innovation activities and practices in the banking sector in financial services take place in large volumes has significant consequences for enterprises, society and countries. The purpose of this study is to investigate, explore and disclose the increasing role of innovation in financial services marketing in the banking sector and to reveal the innovation process along with its effective elements. This thesis consists of three parts. In the first two parts literature review is given and last part covers the application part. In the first part, marketing service and financial service marketing concepts and in the second part, the concept, applications and strategies of innovation in financial service marketing are given. In the third part as the application part of the thesis, in-depth interviews were conducted with the two companies on the increasing role of innovation in the banking sector. In this section, where innovation is evaluated in the banking sector, secondary sources (activity and integrated activity reports) alongside interview notes were utilized.