Marka bağlılığı oluşturmanın en önemli yollarından biri kaliteli ürün ve hizmet sunmaktır. Hizmet sektöründeki en önemli oyunculardan olan bankaların da müşterilerinin kendi markalarına olan bağlılığı hayati bir önem arz etmektedir.Bu çalışmanın amacı genel olarak bankacılık sektöründe hizmet kalitesi algısının marka bağlılığı üzerindeki etkisini incelemektir. Bununla birlikte hizmet kalitesini oluşturan “fiziksel görünüm, güvence, yanıt verebilirlik, güvenilirlik ve empati” boyutlarının her birinin marka bağlılığı üzerinde etkisinin olup olmadığı tespit edilmeye çalışılmıştır. Çalışma Anamur ilçesinde faaliyet gösteren bankaların bireysel bankacılık müşterilerine yönelik olarak gerçekleştirilmiştir. Veriler rastgele seçilen 282 bireysel bankacılık müşterisi ile yüz yüze görüşülerek elde edilmiştir. Analiz sonuçlarına göre bankalar tarafından sunulan hizmetin kaliteli olarak algılanmasının marka bağlılığı üzerinde olumlu bir etkisi olduğu sonucuna ulaşılmıştır. Bu sonuç aynı alanda gerçekleştirilen diğer çalışmalar ile benzerlik göstermektedir. Araştırmada hizmet kalitesinin ölçüm aracı olarak SERFPERF ölçeği kullanılmış ve bu ölçeğin boyutlarının marka bağlılığı üzerindeki etkisi incelenmiştir. Analiz sonuçları güvence ve güvenilirlik boyutlarının bireysel banka müşterilerinin marka bağlılığını olumlu yönde etkilediğini ortaya koymuştur. Ancak diğer boyutlar olan fiziksel görünüm, yanıt verebilirlik ve empati boyutlarının banka marka bağlılığı üzerinde herhangi bir etkisi bulunmamaktadır. Bu çalışma yalnızca bireysel bankacılık müşterilerine yönelik gerçekleştirilmesi sebebi ile diğer çalışmalardan ayrılmaktadır. Bununla birlikte araştırmanın Anamur ilçesinde ve yalnızca bireysel bankacılık müşterilerine yönelik gerçekleştirilmesi çalışmanın kısıtlarındandır. Çalışma bankaların diğer segment müşterilerine yönelik olarak da gerçekleştirilebilir.

The changing conditions have shifted the focal point of the businesses from "customer" to the "product". In today's business environment it has become almost impossible to maintain the presence of an enterprise that does not produce products or services in line with the demands and needs of its customers. Those customers whose demands will be met will become satisfied customers and will become loyal to the product and to the brand. Brand equity has advantages such as providing competitive advantage to the business, more sales and therefore profitability. For this reason, businesses need to find ways to create and enhance brand loyalty. One of the most important ways to build brand loyalty is to provide quality products and services. In particular, the quality of service offered in the service sector is one of the strategic elements that ensures the customer's commitment to the brand. The other researches conducted in the same area reveals that service quality has an important task in providing brand loyalty. Banks are one of the most important players in the service sector, and the bank's customers' commitment to their own brands is of vital importance. The similarity of the products and its benefits in the sector pushes the banks to make a differences in the ongoing intense competition environment and there is no doubt that this difference lies in the quality of service for banks. The quality of the service provided by the banks will affect the customers' commitment to the bank's brand. For this reason, the banks should make the necessary studies and evaluations about how the customers perceive the quality.The purpose of this study is to examine the impact of the service quality perception on brand loyalty in the banking sector. However, it has been tried to determine whether each of the dimensions of "physical appearance, assurance, responsiveness, reliability and empathy" which constitute service quality have an effect on brand loyalty. In the study, first of all the literature was searched, subject variables were defined and the relation between these variables was examined. Then hypotheses were developed from the examined theoretical concepts and previous researches. At last, Lastly, the collected data were analyzed with the statistical package program SPSS for Windows 22.0 to test hypotheses.The study was conducted for personal banking customers of the banks operating in Anamur county. The data were obtained by face-to-face interviews with 282 randomly selected retail banking customers. According to the results of the analysis, it is concluded that the perceived quality of the service provided by the banks is a positive effect on the brand loyalty. This result is similar to other studies carried out in the same area. The SERFPERF scale was used as a measure of service quality in the survey and the effect of dimensions of the scale on brand loyalty was examined. The results of the analysis revealed that the reliability and assurence dimensions has positive affects on personal customers of the banks. However, the other dimensions ,physical appearance, responsiveness and empathy, have no effect on bank’s brand loyalty. These results are different from similar studies, because of the fact that other researches are carried out with different sample groups in different sectors. This study differs from other studies only because it is aimed at personal banking customers. According to the results, the banks should pay attention to the issues such as the reliability of the bank and the employees, the fulfillment of the promises on time, the correct execution of transactions in order to provide and increase the brand loyalty of the personal banking customers, that is, to improve the elements that provide reliability and assurance also they must go to find out what is missing in this regard. The implementation of the work in the Anamur district and only for personal banking clients is a limitation of the study. The study can also be conducted for other segment customers. The same study can only be conducted for public or private banks and then the results can be compared. Or it can only be carried out for all the customers of a single bank, so that institution-specific results can be obtained.