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The Positive Influences of Financial Omni-Channel Marketing Approach on Customer Satisfaction

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Financial Strategies in Competitive Markets

Part of the book series: Contributions to Finance and Accounting ((CFA))

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Abstract

Marketing approaches has seen dramatic changes throughout the last decade. With the change of marketing perceptions, consumer satisfaction has become one of the focal points of marketing and satisfaction can be considered as the finish line for marketers, to be obtained on consumers. Satisfaction is indispensable for most sectors and even for competitive sectors. Such sector should attract consumers at every potential channel. Omni-channel methods have started to be perceived as more beneficial as consumers may tend to use both online and brick and mortar stores, additionally they may tend to use these channels corporately. Electronic devices are among the channels of omni-channel and the increase of mobile penetration is one of the key factors to hoist omni-channel usage. As brands aim to gain consumer satisfaction intensively, utilizing both classic channels and online channels and using them corporately would create a great competitive advantage to brands for creating satisfaction. With the rapid increase of electronic devices, internet usage, smart phones and thus with a positive correlation omni-channel usage started to gain popularity and became a topic that must be researched by marketers. This paper studies omni-channel concept and its potential positive effect on consumer satisfaction with the perspective of consumer-oriented marketing mix (4C).

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Authors and Affiliations

  1. The School of Economics and Administrative Sciences, Beykent University, İstanbul, Turkey

    Barış Batuhan Geçit & Özgür Kıyak

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  1. Barış Batuhan Geçit
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  2. Özgür Kıyak
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Correspondence to Özgür Kıyak .

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Editors and Affiliations

  1. School of Business and Management, Istanbul Medipol University, Istanbul, Turkey

    Hasan Dinçer

  2. Istanbul Medipol University, Istanbul, Turkey

    Serhat Yüksel

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Geçit, B.B., Kıyak, Ö. (2021). The Positive Influences of Financial Omni-Channel Marketing Approach on Customer Satisfaction. In: Dinçer, H., Yüksel, S. (eds) Financial Strategies in Competitive Markets. Contributions to Finance and Accounting. Springer, Cham. https://doi.org/10.1007/978-3-030-68612-3_16

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