International Journal Of Business And Social
International Journal of Business and Social Science
Vol. 3 No. 3; February 2012
CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY; A SURVEY IN
THE SECTOR OF BANKING
Assist. Prof. Dr. Duygu KOÇOĞLU*
Sevcan KIRMACI
Abstract
In the centre of marketing activities today is the customer satisfaction. For the banks to be successful in the intensively competitive environment, they are bound to attach importance to customer satisfaction. The purpose of the present study is to reveal the relationship between the banks’ customer relationship management and the customer loyalty. The study has been conducted on a sample group of 350 staff employed in all the branches in
Denizli of T.C. Ziraat Bankası, the leading public bank of the banking sector. It has been concluded in the study that customer relationship management affects customer loyalty in the banking sector.
Key Words: Banking, Customer Loyalty, Customer Relationship Management
Introduction
One of the basic elements of modern marketing understanding is customer satisfaction. Businesses can survive as long as they can meet the customers’ needs and enable customer satisfaction. Determining the consumer’s wishes and needs and meeting them is one of the ways of enabling consumer satisfaction. For this reason, it is pretty important in our intensively competitive environment to be in regular contact with the customers and to follow the changes in them closely. One of the sectors in which competition is experienced intensively is that of banking.
Banks are the finance institutions that meet the economic needs of the individuals and businesses and that perform such economic activities as collecting bank deposits, giving credits, providing capital, and etc. In recent years there have appeared important developments in the understanding of modern banking. With the transition to automation, customer satisfaction and management of customer relationships have taken place among the subjects spoken of in the banking sector.
Vol. 3 No. 3; February 2012
CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY; A SURVEY IN
THE SECTOR OF BANKING
Assist. Prof. Dr. Duygu KOÇOĞLU*
Sevcan KIRMACI
Abstract
In the centre of marketing activities today is the customer satisfaction. For the banks to be successful in the intensively competitive environment, they are bound to attach importance to customer satisfaction. The purpose of the present study is to reveal the relationship between the banks’ customer relationship management and the customer loyalty. The study has been conducted on a sample group of 350 staff employed in all the branches in
Denizli of T.C. Ziraat Bankası, the leading public bank of the banking sector. It has been concluded in the study that customer relationship management affects customer loyalty in the banking sector.
Key Words: Banking, Customer Loyalty, Customer Relationship Management
Introduction
One of the basic elements of modern marketing understanding is customer satisfaction. Businesses can survive as long as they can meet the customers’ needs and enable customer satisfaction. Determining the consumer’s wishes and needs and meeting them is one of the ways of enabling consumer satisfaction. For this reason, it is pretty important in our intensively competitive environment to be in regular contact with the customers and to follow the changes in them closely. One of the sectors in which competition is experienced intensively is that of banking.
Banks are the finance institutions that meet the economic needs of the individuals and businesses and that perform such economic activities as collecting bank deposits, giving credits, providing capital, and etc. In recent years there have appeared important developments in the understanding of modern banking. With the transition to automation, customer satisfaction and management of customer relationships have taken place among the subjects spoken of in the banking sector.
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