Web compliance within the context of neuro marketing: Eye-tracking analysis of individual banking customers

When the concept of Marketing is viewed from the broadest perspective as a set of rules regulating the relationship between a product or service and the buyer and seller, it can be said that its historical development is as old as the history of mankind. The acceptance as a conceptual value and use of chronologically so old action in commercial life appeared in 20th century with the effects of the industrial revolution at the beginning of 18th century. According to Kotler (1972), Marketing is one of the oldest professions and is a new movement, a course of conduct and a science as well. Banking is an area of activity as old as, and perhaps much older than, marketing activities. Banking sector, the history of which goes back to approximately 5.500 years before, is a sine qua non for both individual and organizational structures of today's world. All the activities performed by the banks are inside the daily lives of the people. Billions of transactions are made every day in global banking system. Having intensively used the internet, which is a necessity of the modern lifestyle, the banks have developed various systems to offer faster, tailor-made and safe services without any time restriction for their customers. Internet and mobile banking products are at the forefront of these systems. All commercial banks operating in Turkey have internet and mobile banking applications. While the banks are competing to offer the best service to their current and potential customers using these applications, they interact with the customers in the fields of advertisement, communication and marketing on the other hand. The purpose of this study is to reveal whether such websites digitally influence the retail banking customers in their decision making mechanism in terms of advertisement, communication and marketing and to open a new door to the future studies. Both quantitative and qualitative research methods are applied in this study. The scale was not randomly selected but developed by taking the advertisement, marketing and communication dimensions into consideration. The study is composed of pretest, implementation and posttest phases. The quantitative data obtained are uploaded to computer and statistically processed using SPSS (Statistical Package for the Social Sciences) v.24 software and eye tracking data are processed using The Eye Tracker (serial number is GP3-17121389), Gazepoint software version 5.3.0., Gazepoint Analysis UX Edition software, Gazepoint HD Eye Tracker 150 Hz equipment. The results indicate that the consumers experience focusing at a level of impression by the images on bank's website in terms of advertisement, communication and marketing.