Özet:

The aim of this study is to determine the effect of relationship marketing on the satisfaction of bank customers. Relationship marketing is very important for all sectors that want to establish a permanent and lasting relationship with their customers and this can be possible with customer satisfaction. In this context, firstly, literature review related to relationship marketing and customer satisfaction has been done. As a result of the literature review, six dimensions (trust, competence, commitment, communication, gratitude and service quality) of the relationship marketing dimensions were determined as the variables of the research in line with the information obtained from the studies conducted on the subject. Then, a questionnaire was applied to 404 bank customers in Trabzon city center. Multiple Regression Analysis was used as a statistical method to determine which of the relationship marketing dimensions affect customer satisfaction. In the study, it was concluded that communication, service quality, communication and commitment, which are relationship marketing dimensions, had a significant effect on the satisfaction of bank customers. These dimensions are gratitude, communication, service quality and commitment in order of importance.