Abstract:

In this study, it was aimed to develop a scale to determine the satisfaction levels of bank customers and analyzed with structural equation modeling. With the developed scale, the factors that reveal the satisfaction levels of the bank customers were determined and the current satisfaction levels of the customers were tried to be determined through these factors. In the developed scale, there are 6 sub-factors such as "Physical appearance, Reliability, Enthusiasm, Sensitivity, Organizational Loyalty and Adequate Assurance" that affect the satisfaction levels of bank customers. The questionnaire, consisting of a total of 34 items, 7 of which was demographic variable and 27 items of the developed scale, was applied to 250 bank customers. Confirmatory factor analysis was performed on the obtained data under structural equation modeling with the help of SPSS and AMOS package programs and the fit indexes were calculated as x²/sd 2.291<3, RMR 0.066<0.08, RMSEA 0.072<0.08. It was determined that the model created by confirmatory factor analysis was compatible with the data, and it was shown that the construct validity was ensured. However, in the analysis performed to determine the reliability level of the scale, the Cronbach α value was found to be 0.940, and it was revealed that the scale showed excellent reliability. Finally, the difference of the mean values of the obtained factors according to the demographic variables was examined using parametric techniques.

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