Examination of retail banking services in respect of competitive strategies by content analysis

The purpose of this study is to examine competition strategies of banks in respect of their individual banking services. The study questions by which competitive strategies do individual banking services of public, private and foreign capital banks stand out in banking sector under intense competition conditions. Moreover, this study identifies the evaluations pertaining to the effect of individual banking practices on business performance. The field study has been conducted with senior executives of 3 public banks, 1 private bank and 2 foreign capital banks in Antalya. The data set that was formed by means of in-depth interviews and observations was interpreted by content analysis. The banks in this study demonstrated similar practices in respect of individual banking services, however there are hints of variable practices in respect of increasing the business performance. Keywords: Retail Banking Services, Competitive Strategies, Content Analysis