Özet:

Problem Status: Firms try to increase their profits by creating customers who depend on them. Firms must gain the trust of consumers for the creation of customer loyalty. This relationship between trust and the customer will provide a significant contribution in providing a competitive advantage for businesses. Survey Purpose: The purpose of this study is to reveal the relationship between customer loyalty and consumer trust in banking sector. Also, determining the effect of perceived price on consumer trust and showing if the relationship between consumer trust and customer loyalty is affected by service environment are the other goals of this study. Methodology: Survey used in this study was carried out on staff working in some state institutions in Balıkesir, Çanakkale and Kocaeli Balıkesir University , Çanakkale Onsekiz Mart University, İzmit Maternity and Children’s Hospital, Derince Municipality . Respondents who participated in the implementation at the survey were selected by convenience sampling method. After the eliminations, total number of questionnaires used in the analyzes were determined as 255 participants . Reliability and validity analyses were done for scales used in the survey. A model was developed to achieve the study purposes and regression analysis was used to determine the relationships within the model. Findings and Results: Some findings were achieved by testing hypotheses developed for the purpose of the survey. Consumer perceptions of prices for the products they purchase has a significant effect on the creation of feelings of trust for the company. 57,1% of customer loyalty are explained by trust variable. It was measured by two sub-dimensions social service environment and physical service environmet of service environment whether or not variable service environment has a moderator effect on the relationship between consumer trust and customer loyalty and moderator effect was determined.

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