The impact of customer satisfaction and perceived value on customer dependence in service marketing (An application in banking sector)

Companies that offer services or products can survive as long as they are happy with their customers. In today's market conditions, where competition is intense, long-term relationships with customers are required. This continuity should result in customer dependence. Customer satisfaction and perceived value are the most important factors, as there are many factors that affect customer dependence. Customer satisfaction is the fulfillment of expectations that customers receive from the service. The customer will be satisfied if expectations from the service are met. A satisfied customer will be a loyal customer for a long time. The perceived value is defined as the general benefit assessment of the product and service received. It can also be explained as the proportion of the benefits gained in response to the customers' finances. The main purpose of this study is to determine the relationship between perceived value, customer satisfaction and customer loyalty. For this purpose, a survey was conducted with the customers of the banks to determine the relationship between perceived value, customer satisfaction and customer loyalty. As a result of this study, positive and significant relationships were found between customer satisfaction and perceived value and customer loyalty.