Customer relationship management in banks

ABSTRACT CUSTOMER RELATIONSHIP MANAGEMENT IN BANKS Mutlu Yüksel AVCILAR Master Thesis, Business Department Supervisor: Prof. Dr. Serap ÇABUK November 2004, 134 pages In today's highly competitive market place, marketing approaches are changing from the product-centered stage to the customer-centered stage. Customers are demanding a different relationship with suppliers than traditional sales model. Customer relationship management enables organizations to identify, attract and increase retention of profitable customers by managing relationships with them. Because the customer relations are important, this study aims at the examining the concept of customer relationship management in detail. The specific purpose of this research is to determine the relation between banks' customer relationship management implementation level and the change of service sales level. The second purpose of this research is to determine the factors affecting customers' bank preference. At the empirical part of this study, two surveys were carried out. First survey was conducted on commercial banks operating in Adana. Second survey was conducted on commercial banks' customers. The results of surveys were analyzed and findings were presented in the conclusion part of the study. Key Words: Customer Relationship Management, Relationship Marketing, Customer Management, Customer Satisfaction, Customer Loyalty.