Evaluation of Banking and Insurance Students' Metaphoric Perceptions Regarding Banking, Credit, Insurance and Risk Concepts (Sample of Sakarya)

Abstract

Purpose – The main purpose of this study is to reveal the perceptions of the students who have studied and graduated from Sakarya University of Applied Sciences Banking and Insurance program towards the concepts of "bank, credit, insurance and risk" through metaphors.

Design/methodology/approach – The phenomenology model, one of the qualitative research methods, was used in the study. The research was carried out with the participation of those who are still students and who have graduated from Sakarya University of Applied Sciences Banking and Insurance program. A total of 263 students, 178 women and 85 men, participated in the study. The obtained data were analyzed with content and descriptive analysis technique.

Results – As a result of the research, 127 different metaphors were identified for the concept of "bank", 132 for the concept of "credit", 112 for the concept of "risk", and 74 for the concept of "insurance" by the students participating in the study. As a result, the resulting metaphors were categorized and evaluated.

Discussion – “Usurer” for the concept of bank, “need” for the concept of credit, “life” for the concept of risk, and “assurance” for the concept of insurance were identified as the most frequently repeated metaphors. The metaphors produced by the participants regarding the concepts of Risk and Insurance can be evaluated positively. On the other hand, 15.6% of the participants used metaphors referring to the bank's being a system that exploits people. It is noteworthy that the credit was evaluated negatively at a rate of 47.5% in total as a source of distress and a debt swamp. From this point of view, it is thought that it would be beneficial to consider the reasons and reasons of some of the participants as a system that exploits people and credit as a source of distress in a separate study.