Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method
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| Názov: | Investigation of The Factors Affecting The Banking Preferences of Public Employees Using Advertisements Through Mixed Method |
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| Autori: | Kasım Can Işık, Yalçın Karagöz |
| Zdroj: | Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, Vol 25, Iss 2, Pp 264-284 (2024) Volume: 25, Issue: 2264-284 Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Journal of Economics and Administrative Sciences |
| Informácie o vydavateľovi: | Cumhuriyet University, 2024. |
| Rok vydania: | 2024 |
| Predmety: | İstatistik (Diğer), nvivo, consumer preference, Commerce, Yöneylem, keşfedici sıralı desen, Bankacılık Reklamı, Tüketici Tercihi, Karma Yöntem Araştırması, Keşfedici Sıralı Desen, NVivo, karma yöntem araştırması, banking advertisement, mixed method research, bankacılık reklamı, HF1-6182, Banking Advertisement, Consumer Preference, Mixed Method Research, The Exploratory Sequential Design, tüketici tercihi, the exploratory sequential design, Statistics (Other), Operation |
| Popis: | In this study, exploratory survey design, which is one of the mixed methods, was used to determine the factors affecting the banking preferences of the public employees. 36 commercials of 9 banks broadcast on television were used as qualitative data. These commercials were examined with NVivo 10 package program in terms of factors affecting the banking preference of public employees. In the qualitative analysis, 83 codes and 6 themes were obtained. The 83 codes obtained were used for the item pool of the scale. 6 themes were determined as the factors of the scale. The draft scale was administered to 400 public employees working in Sivas province by using stratified sampling method. Based on the data obtained, a measurement tool consisting of 6 factors and 26 items was developed by using SPSS and AMOS package programs. As a result, the relationships between the banking preference criteria and demographic variables of the public employees in Sivas were evaluated by statistical methods and the differences were interpreted. |
| Druh dokumentu: | Article |
| Popis súboru: | application/pdf |
| ISSN: | 1303-1279 |
| DOI: | 10.37880/cumuiibf.1383127 |
| Prístupová URL adresa: | https://doaj.org/article/5315c5f43fbd46d48da85ce1e31847f8 https://dergipark.org.tr/tr/pub/cumuiibf/issue/84333/1383127 |
| Prístupové číslo: | edsair.doi.dedup.....c9d03b41ae09bb8ddaa4479bf9bccf2e |
| Databáza: | OpenAIRE |
Nájsť tento článok vo Web of Science | Abstrakt: | In this study, exploratory survey design, which is one of the mixed methods, was used to determine the factors affecting the banking preferences of the public employees. 36 commercials of 9 banks broadcast on television were used as qualitative data. These commercials were examined with NVivo 10 package program in terms of factors affecting the banking preference of public employees. In the qualitative analysis, 83 codes and 6 themes were obtained. The 83 codes obtained were used for the item pool of the scale. 6 themes were determined as the factors of the scale. The draft scale was administered to 400 public employees working in Sivas province by using stratified sampling method. Based on the data obtained, a measurement tool consisting of 6 factors and 26 items was developed by using SPSS and AMOS package programs. As a result, the relationships between the banking preference criteria and demographic variables of the public employees in Sivas were evaluated by statistical methods and the differences were interpreted. |
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| ISSN: | 13031279 |
| DOI: | 10.37880/cumuiibf.1383127 |