Marketing strategies in electronic commerce and an implication

ABSTRACT As in every field, rapid technological developments and the innovations it brings forth undeniably affect commerce that is resulted by the emergence of "electronic commerce" concept. The thesis covers three sections examining the electronic commerce theme. First of all, the definition of electronic commerce and related main concepts, business models, and barriers faced in electronic commerce are discussed. Second section, on the other hand, discusses an application of electronic commerce - Internet Banking- as an alternative distribution channel in banking industry. After the literature review covering the studies on Internet Banking, models of Internet Banking and its benefits for both customers and banks are emphasized. Furthermore, the current situation of Internet Banking in Turkey is discussed by secondary data. The last section covers the attitudes and expectations of Internet Banking customers, the usage characteristics and accordingly defined customer segments in the light of the data gathered by a questionnaire.