Abstract:

Considering the high needs and expectations of today's customers, the efforts of businesses to provide and improve customer satisfaction are increasing. For this reason, businesses that make service differentiation are now working not only to satisfy their customers but also to gain their loyalty. This study aims to determine the customer loyalty rate with the Analytical Hierarchy Process (AHP) method taking a bank branch as a sample. No such study has been found to determine the loyal customer rate in the banking sector. Beyond the fact that determining the loyalty rate provides some numerical indicators, the biggest benefit to businesses is that they have information about the extent to which they realize their goals, customer expectations, and needs. Thus, they can establish standards and priorities for the goods or services they produce or will produce and apply different strategies by changing them when necessary. In addition, businesses that access loyal customer information have the opportunity to communicate and maintain relationships with their most valuable assets, their loyal customers, while exploring opportunities to gain their non-loyal customers.

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