CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY; A SURVEY IN THE SECTOR OF BANKING
Assist. Prof. Dr. Duygu KOÇOĞLU, Sevcan KIRMACI

Abstract
In the centre of marketing activities today is the customer satisfaction. For the banks to be successful in the intensively competitive environment, they are bound to attach importance to customer satisfaction. The purpose of the present study is to reveal the relationship between the banks’ customer relationship management and the customer loyalty. The study has been conducted on a sample group of 350 staff employed in all the branches in Denizli of T.C. Ziraat Bankası, the leading public bank of the banking sector. It has been concluded in the study that customer relationship management affects customer loyalty in the banking sector.

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