KATILIM BANKALARINDA İLİŞKİSEL PAZARLAMA ve MÜŞTERİ SADAKATİ ÜZERİNE BİR ARAŞTIRMA
PARTICIPATION BANKS, RELATIONSHIP MARKETING AND CUSTOMER LOYALTY (A RESEARCH ON CLIENTS)

Summary/Abstract: The purpose of this research is that participation banks determine their relationship marketing practices impact on customer loyalty. In January of 2014, a questionnaire developed in line with the purpose was carried out on customers of a branch bank in Istanbul and conducted among 176 random customers who accepted the questionnaire. Correlation analysis was used to determine the relationship between the loyalty level of customers and the relationship marketing practices of the bank while the regression analysis was used to determine how relationship marketing practices impact the level of customer loyalty. Survey results show that it has been determined that the relationship marketing practices of the bank have a statistically significant and positive impact on the loyalty level of the customers that have been surveyed. As a result, if the customers' positive reviews for the relationship marketing practises of the bank increase, it is seen that their loyalty level to the bank increase in the same direction.

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