Özet:

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

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