Abstract:

Participation banks, as in other service businesses, need to expand their customer portfolio in order to ensure their continuity in the sector. In this study, an answer has been sought to the question of whether the prerequisite for customers' loyalty to participation banks is the service quality of participation banks and customer satisfaction. Can customer loyalty be created by providing customer satisfaction with service quality? What is the mediating role of customer satisfaction in the development of customer loyalty? Questions like these are the questions of the research. The questionnaire form prepared in this context was sent to participation bank customers with the help of random sampling and 257 people answered. PLS-SEM program was used in the analysis of the data. As a result of the study, no direct effect of service quality on customer loyalty was found. However, an indirect positive relationship was found between service quality and customer satisfaction, and between customer satisfaction and customer loyalty. According to Zhao et al., (2010) in the literature on the intermediary role, in line with these results, customer satisfaction has a full mediating role between the service quality of participation banks and customer loyalty. The model developed in the study of Zhao et al., (2010) and the result obtained in the study overlap. In the study, it was concluded that the customers should be satisfied with the service offered first, and that the satisfied customers would be loyal to the bank

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