MÜŞTERİ İLİŞKİLERİ YÖNETİMİNİN MÜŞTERİ SADAKATİNE ETKİSİ ÜZERİNE BANKACILIK SEKTÖRÜ ARAŞTIRMASI
BANKING SECTOR RESEARCH ON THE IMPACT OF CUSTOMER RELATIONS MANAGEMENT ON CUSTOMER LOYALTY

Summary/Abstract: The purpose of the study is to emphasize the importance of implementing CRM activities by examining the impact of customer relationship management (CRM) on customer loyalty in our country based on the information obtained. Customers are the most valuable asset for businesses and one of the key players in maintaining their sustainability. A company that does not have a customer cannot make a profit because it cannot sell. For this reason, businesses are adopting a CRM strategy. The importance of the concept of customer relationship management is growing in the sectors where the service is more intensive. CRM remains an important concept in instilling a sense of trust in customers, building long-term relationships with them and ensuring customer loyalty and revenue growth. Given that customers are the most important assets in the banking sector, one of the areas where the service is most frequently provided, it is an indisputable fact that businesses operating here cannot ignore this concept. Questionnaire method was used as a method of data collection during the research. The survey was applied to customers of public and private banks operating in Baku. Five hypotheses were identified for the study, and regression analysis, correlation analysis, t-test, and One-Way Anova analysis were used to verify the hypotheses. As a result, it was found that customer relationship management activities in the banking sector have a positive impact on customer loyalty. However, based on the results obtained, it is believed that no generalization can be made.

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