@article{2018,title={RELATIONSHIP MARKETING AND CUSTOMER LOYALTY (SİİRT PROVINCE BANKING SECTOR EXAMPLE)},abstractNode={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.},author={Oğuzhan ÇAM-- Aysel ERCİŞ},year={2018},journal={Kesit Akademi}}