| Abstrakt: |
This article examines the changing role of servicescapes in retail banking, with a focus on Türkiye ¿¿ Bankas¿ (T¿B) and the impact of the COVID-19 pandemic. The study utilizes interviews, workshops, and customer journey mapping to identify the ideal dimensions of a retail banking branch and proposes a modular approach to servicescape design. The findings emphasize the importance of physical branches in establishing trust, delivering financial advisory services, and integrating technology and offline experiences. The research also explores customer needs, the concept of customer experience, and factors influencing consumer behavior. The article discusses the creation of new-generation contact points, named ¿¿ Mekan, which aim to provide a unique and personalized experience for customers. These contact points incorporate social responsibility, nature connection, and compassion towards animals, and offer a range of services beyond traditional banking transactions. The research highlights the impact of political, economic, social, technological, and environmental factors on consumer behavior and emphasizes the need for businesses to adapt and create inclusive and sustainable environments. [Extracted from the article] |
