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Bu çalışmanın amacı, ilişkisel pazarlamanın banka müşterilerinin memnuniyeti üzerindeki etkisini belirlemektir. İlişkisel pazarlama, müşterileri ile sürekli ve kalıcı bir ilişki kurmak isteyen bütün sektörler için oldukça önemlidir ve bu da müşteri memnuniyeti ile mümkün olabilmektedir. Bu bağlamda, önce ilişkisel pazarlama ve müşteri memnuniyeti ile ilgili literatür taraması yapılmıştır. Literatür taraması sonucunda konuyla ilgili yapılmış çalışmalardan elde edilen bilgiler doğrultusunda ilişkisel pazarlama boyutlarından altı boyut (güven, yeterlilik, taahhüt, iletişim, minnettarlık ve hizmet kalitesi) araştırmanın değişkenleri olarak belirlenmiştir. Sonra Trabzon şehir merkezindeki 404 banka müşterisine anket uygulanmıştır. İlişkisel pazarlama boyutlarından hangi/hangilerinin müşterilerin memnuniyeti üzerinde etkili olduğunu belirlemede istatistiki yöntem olarak Çoklu Regresyon Analizi kullanılmıştır. Çalışmada ilişkisel pazarlama boyutlarından iletişim, hizmet kalitesi, iletişim ve taahhüdün banka müşterilerinin memnuniyetleri üzerinde önemli ölçüde etkili olduğu sonucuna varılmıştır. Bu boyutlar önem sırasına göre minnettarlık, iletişim, hizmet kalitesi ve taahhüttür.
The aim of this study is to determine the effect of relationship marketing on the satisfaction of bank customers. Relationship marketing is very important for all sectors that want to establish a permanent and lasting relationship with their customers and this can be possible with customer satisfaction. In this context, firstly, literature review related to relationship marketing and customer satisfaction has been done. As a result of the literature review, six dimensions (trust, competence, commitment, communication, gratitude and service quality) of the relationship marketing dimensions were determined as the variables of the research in line with the information obtained from the studies conducted on the subject. Then, a questionnaire was applied to 404 bank customers in Trabzon city center. Multiple Regression Analysis was used as a statistical method to determine which of the relationship marketing dimensions affect customer satisfaction. In the study, it was concluded that communication, service quality, communication and commitment, which are relationship marketing dimensions, had a significant effect on the satisfaction of bank customers. These dimensions are gratitude, communication, service quality and commitment in order of importance.
The aim of this study is to determine the effect of relationship marketing on the satisfaction of bank customers. Relationship marketing is very important for all sectors that want to establish a permanent and lasting relationship with their customers and this can be possible with customer satisfaction. In this context, firstly, literature review related to relationship marketing and customer satisfaction has been done. As a result of the literature review, six dimensions (trust, competence, commitment, communication, gratitude and service quality) of the relationship marketing dimensions were determined as the variables of the research in line with the information obtained from the studies conducted on the subject. Then, a questionnaire was applied to 404 bank customers in Trabzon city center. Multiple Regression Analysis was used as a statistical method to determine which of the relationship marketing dimensions affect customer satisfaction. In the study, it was concluded that communication, service quality, communication and commitment, which are relationship marketing dimensions, had a significant effect on the satisfaction of bank customers. These dimensions are gratitude, communication, service quality and commitment in order of importance.
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