RETHINKING THE SERVICESCAPES OF NEW GENERATION BANKS: EVIDENCE FROM TÜRKIYE

Abstract

Retail banking is evolving from functional touchpoints to experiential touchpoints. The role, purpose, size & format, location and density in retail banking is changing especially with the effect of pandemic and changing consumer expectations. The primary aim of the study is to explore the new role and concept of servicescapes in retail banking with an inclusive and participatory approach. The secondary aim is to find out the ideal servicescape dimensions of a retail banking branch and reposition them. Türkiye İş Bankası (TİB), is the chosen brand due to its dedication to establishing a unique identity through the ages. The data is collected through in-depth interviews with 28 employees and 20 customers. Subsequently, idea-generation workshops and branding sessions were conducted. Finally, customer journey mapping for three target profiles were created. The findings demonstrate the proposed modular approach's flexibility and scalability, enabling customization for various locations, sizes and formats. This ensures a consistent and ideal spatial experience across different branches.