Özet:

The purpose of this research is to investigate whether individual bank customers’ perceptions of service quality have an impact on customer loyalty. First of all, literature has also been studied on the quality of the service. Later literature was also developed using the SERVPERF scale to reveal the perceptions of individual bank customers about the quality of service. In this context, the universe of research is formed by individuals over the age of 18 who reside in the Düzce province center. The data was collected by 384 people using the survey technique. The obtained data was analyzed using the SPSS ready package program. The obtained data has been implemented by the explanatory factor analysis, correlation analysis, multi-linear regression analysis, T-test and ANOVA tests. The results of the analyses showed that four dimensions relating to the quality of the service detected, two dimensions relating to customer loyalty. The dimensions related to the quality of the service being perceived are reliability, physical appearance, willingness and empathy. The dimensions arising in the analysis of the factors related to customer loyalty are behavioral loyalty and cognitive loyalty. According to the results of the multi-linear regression analysis, it is found that the quality dimensions of service (confidence, enthusiasm, empathy, physical appearance) have an impact on customer loyalty (behavioral loyalty and cognitive loyalty). The analysis of the differences in the characteristics of the participants also revealed meaningful results.

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