PESTEL analysis-based evaluation of marketing strategies in the European banking sector: An application with IT2 Fuzzy DEMATEL

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dc.authorid0000-0002-8072-031X
dc.authorid0000-0001-9005-0324
dc.contributor.authorDinçer, Hasan
dc.contributor.authorPınarbaşı, Fatih
dc.date.accessioned2023-02-16T06:12:30Z
dc.date.available2023-02-16T06:12:30Z
dc.date.issued2019
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, Uluslararası Ticaret ve Finansman Bölümü
dc.description.abstractThis chapter evaluates the marketing strategies in European banking sector. In this context, six dimensions of PESTEL analysis (politic, economic, sociological, technologic, environmental, and legal) are taken into the consideration. On the other side, interval type-2 fuzzy DEMATEL approach is used to weight the importance of these dimensions. The findings show that technological and political factors have the highest importance. Therefore, it is recommended that technological innovations in the banking sector should be followed by European banks. Within this framework, these banks should design a market research department to follow these developments in the market so that new products and services can be identified. Therefore, technological development should be adopted in the strategy development process. In addition, interest rates defined by the central bank should also be considered by these banks. Hence, adopting marketing strategies according to the interest rate policy of the central banks provides a competitive advantage to the European banks.
dc.identifier.citationDinçer, H. ve Pınarbaşı, F. (2019). PESTEL analysis-based evaluation of marketing strategies in the European banking sector: An application with IT2 Fuzzy DEMATEL. Handbook of Research on Decision-Making Techniques in Financial Marketing içinde (429-448. ss.). IGI Global. https://doi.org/10.4018/978-1-7998-2559-3.ch020
dc.identifier.doi10.4018/978-1-7998-2559-3.ch020
dc.identifier.endpage448
dc.identifier.isbn9781799825609
dc.identifier.isbn9781799825593
dc.identifier.scopus2-s2.0-85128070976
dc.identifier.scopusqualityN/A
dc.identifier.startpage429
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-2559-3.ch020
dc.identifier.urihttps://hdl.handle.net/20.500.12511/10455
dc.indekslendigikaynakScopus
dc.institutionauthorDinçer, Hasan
dc.institutionauthorPınarbaşı, Fatih
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofHandbook of Research on Decision-Making Techniques in Financial Marketingen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectIT2 Fuzzy DEMATEL
dc.subjectPESTEL Analysis
dc.subjectMarketing Strategies
dc.titlePESTEL analysis-based evaluation of marketing strategies in the European banking sector: An application with IT2 Fuzzy DEMATEL
dc.typeBook Chapter

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