TURKEY ON THE BANKS OPERATING AN INVESTIGATION FOR VISION AND MISSION

Abstract

The vision that expresses where the institutions want to be in the future and the mission that expresses the duties of the institutions are among the most important elements of strategic management. In this study, Turkey's largest by number of branches in the bank's operating twenty-determined vision and mission statements were examined. The similarities and differences between public and private banks and the expressions of vision and mission of private and foreign banks have been determined. At the same time, the vision and mission statements used in banks were determined. It was obtained from the official websites of the banks given in the study and content analysis was done. While the vision concepts that banks use most are being leaders and pioneers, the mission concept is to create value for their customers. While the most used vision statement in public private and foreign capital banks is to be the leader and pioneer bank, the most used mission in public capital banks is to create value for its customers, while the mission in private and foreign capital banks is to create value for its customers as well as being a modern and growing bank open to innovative development. It was observed. The vision statements used in all banks are to be the leading and pioneering bank, to value their customers, to provide quality products and services, to be reliable. Mission statements used in all banks are to create value for their customers, to contribute to the development of the economy, to produce solutions to needs and expectations, sustainable profit, customer satisfaction, social responsibility, to be universal, to be aware of ethical values, to create value for their shareholders