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.

References: Acuner, Ş. (2001), Müşteri Memnuniyeti ve Ölçümü, Mert Matbaası, 2.Basım, Ankara. Alagöz, S. (2003), “Bilişim Teknolojilerinin Müşteri İlişkileri Yönetimi (CRM) Üzerine Etkileri ve Bankacılık Sektöründe Bir Uygulama”, Yayınlanmamış Doktora Tezi, Selçuk Üniversitesi, SBE, İşletme Anabilim Altıntaş, M.H. (2000), Tüketici Davranışları, Müşteri Tatmininden Müşteri Değerine, Bursa: Alfa Yayıncılık. Anton, J. (1996), Customer Relationship Management, New Jersey: Prentice-Hall Inc. Bozgeyik, A. (2005), “CRM Niçin Önemli?”, http://www.bilgiyonetimi.org/ cm/pages/mkl_gos.php?nt=462 Bozkurt, İ Cirik, E. (2001), “Finansta CRM’nin Altı Mucizesinin İşareti”, Power, S.12 Clay, D Demirel, H. (2003), CRM’nin Hedefi İkiye Katlamak, Digital Capital, Yıl: 2, Sayı: 9. Demirören, P. (2009), “Türk Bankacılık Sektöründe Müşteri İlişkileri Yönetimi Uygulamalarının Müşteri Yönetimi Uygulamalarının Müşteri tatmini ve Müşteri Sadakatine Etkileri”, Yüksek Lisans Tezi, Doug, B. (2002), “The King Of Customer”, Database: MasterFİLE Premier, Industry week / Iw, Vol. 251, Issue 2. Duran, M. (2001), “CRM: Çok Konuşulan Ama Az Bilinen Bir Kavram”, www.danismend.com. Ergunda, H. İ. (2003), “Müşteri İlişkileri Yönetimi”, http://www.danismend.com Gel, O Gegez, A.E. (2007), Pazarlama Araştırmaları, Beta Basım Yayım, 2B., İstanbul Gürbüz, E Holloway, A. (2002), It’s All About Relationships”, Database: Business Source Premier, Canadian Business, Vol. Javalgı, R.G. and Moberg C.R. (1997), “Service Loyalty: Implications for Providers”, The Journal of Services Marketing, Vol Karan, S. (2002), “Müsteriyi Raflara Asık Etmenin On yolu”, Platin Dergisi, Yıl. 5, Ağustos. Kathleen, K. (2000), “Customer Relationship Management: How To Meansure Success?”, Database: MasterFİLE Premier, Bank Accounting&Finance (Euro Money Publications PLL), Vol Kotler, P. (2000) , Pazarlama Yönetimi”, (Millenium Baskı), (Onuncu baskıdan çeviren Nejat Muallimoğulları), Beta Basım Yayım, Yayın No: 1035. Kotler, P. (2005), A’dan Z’ye Pazarlama, İstanbul: Mediacat Yayınları Lemon, K.N, White, T Odabaşı, Y. (2000), “Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi”, Sistem Yayıncılık, İstanbul. 1. Baskı, Eskişehir Peppers, D., Rogers, M. and Dorf, B.(1999), “Is Your Company Ready For One – To – One Marketing?”, Harvard Business Review, Jan’99, 151-160 Şendoğdu, A. (2006), “Bankacılığa Giriş”, Birinci Baskı, Nobel Yayınları, Ankara. Tarhan, B. (2004), Marketing Türkiye, Editor, s.17. Tekinay, N. (2002), “Pazarlama Rönesansı”, Capital, Yıl: 10, Temmuz (Çoban, 2002: 117). Valiyeva, K. (2009), “Türk Bankacılık Sektöründe Müşteri İlişkileri Yönetiminin Müşteri Payına Arttırılmasına Etkisi”, Yüksek Lisans Tezi, Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.