Service marketing in indivudual banking, Akbank model in indivudual banking service`s practice

Service Marketing in Indivudual Banking, ?Akbank? Model in Indivudual Banking Service?s PracticeElif ÖZTÜRK KARGINDokuz Eylul UniversityInstitute Of Social SciencesDepartment of ManagementMarketing ProgrammeIn the new economy, service marketing has gained more important than before.Nowadays firms try to offer new and different types of services to their customers. Inthis period of time, the hyper competitive markets have derived. In these markets,customers have aware competitive supplies very much, their needs have change andthey are sensitive to price very highly.Banking is one of the leading sectors that the effects of the changes in the fieldof technology are more prominently felt. By keeping pace with the technologicaldevelopments banks would reduce the service costs as well as they would carry anabundance of their products and services on to their customers with the fastest andmost efficiency way.At this new area where the banking products and services have supplied to theclients with untraditional channels ATM?s have observed as the first and the mostcommonly used alternative distribution channels. Besides, the clients have suppliedwith a vase scope from telephone banking, home and office banking to Internetbanking for the use of banking products and services apart from the branch officesthemselves.Key Words: 1) Service, 2) Service Marketing, 3) Bank, 4) Individual Banking, 5) BankingService?s Practice.VI