İLİŞKİSEL PAZARLAMA VE MÜSTERİ BAĞLILIĞI: BANKACILIK SEKTÖRÜNDE BİR İNCELEME

Bu çalışmanın amacı, hizmet endüstrisinde ilişkisel pazarlamanın müşteri bağımlılığı üzerindeki etkisini incelemektir. Çalışma, hizmet endüstrisinde müşteri bağlılığını inceleyen çok sayıdaki çalışmadan elde edilen bilgilerin ilişkisel pazarlamayla pekiştirilmesi suretiyle yapılandırılmıştır. Bu çalışma, sadece Kütahya ili merkez ilçesiyle sınırlandırılmıştır. İlgili literatür temelinde hazırlanan anket formu, Kütahya’da faaliyet gösteren dört ticari bankanın 230 müşterisine uygulanmıştır. İlişkisel pazarlamanın boyutlarının (taahhüt, güven, işletmenin fiziki görünümü, teknoloji ve getiri beklentisi) müşteri bağlılığı üzerindeki etkisi çoklu regresyon tekniğiyle analiz edilmiştir. Analiz bulguları ışığında, bankalar müşterileriyle ilişkilerinde güven unsurunu oluşturduğunda, hizmet sırasında müşterisine verdiği sözü tuttuğunda, teknolojinin de yardımıyla müşterileriyle zamanında ve doğru bir iletişim kurduğunda, güvenilir ve proaktif olarak etkili bir şekilde sorunları çözmeyi amaçladığında ve başarılı olduğunda müşteri bağlılığını yaratır. Bu bağlılık kurum-müşteri arasındaki ilişkiyi kuvvetlendirir ve müşteri sürekliliğini sağlar. Çalışmanın analiz bulguları bu alanda yapılmış diğer çalışmaların bulgularıyla tutarlıdır

Anahtar Kelimeler:

İlişkisel pazarlama, müşteri bağlılığı, güven, taahhüt, teknoloji

İLİŞKİSEL PAZARLAMA VE MÜSTERİ BAĞLILIĞI: BANKACILIK SEKTÖRÜNDE BİR İNCELEME

The purpose of this study is to examine the impact of relationship marketing on customer loyalty at service industry. The study has been conducted by strengthening knowledge of relationship marketing which come from a number of studies examining customer loyalty at service industry. This paper is limited with only Kütahya. Questionnaire derived from the relevant literature was completed by 230 bank customers of four commercial banks in Kütahya. The impact dimensions of relationship marketing (commitment, trust, physical aspect, technology, gaining expectation) on customer loyalty were analyzed with multiple regression analysis. In the light of the findings from the analysis, banks creates customer loyalty by handling conflict efficiently, creating reliable and proactive fashion, communicating with customer in a timely manner, fulfiling commitment to service and building trust at customer relation. This loyalty reinforces to relationship between institutecustomer and provide customer continuity. Analysis findings of this study is consistent with findings of other studies accomplished at this field

Keywords:

Relationship marketing, customer loyalty, trust, commitment, technology,

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