Author :
Abstract
Bu çalışma, Siirt il merkezindeki hizmet endüstrisinde faaliyette bulunan kamu ve özel bankaların uygulamış oldukları ilişki pazarlaması programlarının müşteri sadakati üzerindeki etkisini incelemek amacıyla yapılmıştır. İlgili literatür temelinde hazırlanan anket formu, Siirt’te faaliyet gösteren kamu ve özel sektör bankalarının 450 müşterisine uygulanmıştır. İlişki pazarlamasının boyutlarının (güvenilirlik, bağlılık, iletişim ve müzakere) müşteri sadakati üzerindeki etkisi t testi ve çoklu regresyon tekniğiyle analiz edilmiştir. Yapılan çalışma sonucunda ilişki pazarlaması faaliyetleri ile müşteri bağlılığı arasında ilişki bulunmuştur. Bununla beraber ilişki pazarlamasının bazı unsurlarının sadakat üzerinde etkisinin olduğu bazı unsurları açısından ise etkinin olmadığını fakat etkili müşteri ilişkileri yönetimi ile müşteri bağlılığının artırılacağı belirlenmiştir.
Keywords
Abstract
This study was conducted to examine the effect of the relationship marketing programs implemented by the public and private banks operating in the service industry in Siirt province center on customer loyalty. The questionnaire prepared on the basis of the relevant literature has been applied to 450 customers of public and private sector banks operating in Siirt. The impact of the dimensions of relationship marketing (reliability, commitment, communication, and negotiation) on customer loyalty was analyzed by t test and multiple regression technique. As a result of the study, relationship between relationship marketing activities and customer loyalty was found. However, it has been determined that some elements of relationship marketing have an impact on loyalty, some elements are not effective but it has been determined that customer loyalty will be enhanced by effective customer relationship management.
Keywords
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