Causes of Bank Preferences of University Students in Turkey and Suggestions to the Banks to be the Bank of Youth

Yesim Can

Journal of BRSA Banking and Financial Markets, 2019, vol. 13, issue 1, 1-36

Abstract: There are 53 banks in the banking sector, which has an important place in the services sector. Causes of bank preferences of individuals in this sector where the competition is high play a significant role to increase the competitive power of bank enterprises show oligopoly market structure characteristics. Being the youthful population high in Turkey brings youth to the focus consumer position in the stage of banks in which they market their product and services. The goal of this research is to review the bank preferences of youth and also offer suggestions that can increase their market share on a customer basis. It was endeavored to avoid youth to limit their answers by using a depth interview in this research; all the questions were asked as open-ended. Moreover, it was asked what kind of characteristics or product and services that a bank needs to have to be "young-oriented bank"; suggestions of youth were added into the paper as well.

Keywords: Banking Sector; Bank Preference; Bank of Youth (search for similar items in EconPapers)
JEL-codes: D10 G21 J13 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:bdd:journl:v:13:y:2019:i:1:p:1-36

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