Evaluation of Customer Expectations-Based New Product and Service Development Process: An Analysis for the Turkish Banking Sector

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Author(s): Serhat Yüksel (Istanbul Medipol University, Turkey)and Gülcan Ergül (Istanbul Medipol University, Turkey)
Copyright: 2020
Pages: 30
Source title: Handbook of Research on Decision-Making Techniques in Financial Marketing
Source Author(s)/Editor(s): Hasan Dinçer (Istanbul Medipol University, Turkey)and Serhat Yüksel (İstanbul Medipol University, Turkey)
DOI: 10.4018/978-1-7998-2559-3.ch014

Keywords: Accounting & Finance / Business & Management / Business Science Reference / Marketing and Consumer Behavior

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Abstract

This chapter analyzed customer expectations-based new product and service development process in banking sector for the Turkish banking sector. In-depth interview technique was used. Four dimensions (finance, technology, customer and personnel, and physical conditions) were determined for measuring the efficiency of this process, and 12 criteria were determined for these dimensions. Questions were prepared by considering the literature and these dimensions and criteria. The 26 questions were asked to 12 different personnel working in Turkish banks. Those employees in the private and foreign banks did not indicate any negativity regarding the new product and service development process, but did report deficiencies in terms of personnel and physical conditions in relation to the new product and service development process.

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Evaluation of Customer Expectations-Based New Product and Service Development Process: An Analysis for the Turkish Banking Sector

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