The effect of service quality, service value and customer satisfaction on the behaviors of consumers in service sector

The relationship among service quality, sacrifice, service value and customer satisfaction which have effect on the customer behaviours in the business of banking as a field of service sector has been tried to be explained with the help of the model put forward by J. Joseph Cronin Jr. , Michael K. Brady ve G. Thomas Hult in this study. In the process of practicing the study, questionnaire practice has been held on the ones who live in the cities of Ankara and ?stanbul and have a service-purchasing relationship actively with at least one bank. The analyze techniques like reliability and normality tests have been practiced and evaluated with SPSS 13.0 programme on the data obtained at the result of the questionnaire. Besides, the demographic qualities of the customers have been taken into consideration in the research. With the clues acquired through the analyzes, the effects on the behavioral intentions according to the variabilities of service quality, value, customer satisfaction and at the same time the eternal relations among those variabilities have been examined for the institutions which belong to the banking sector, one of the most important field of service sector because of its impact on the financial development level. Key Words: Banking sector, loss, service quality, service value,customer satisfaction, behavioral intention