The relationship between relational marketing approach and customer loyalty and a practice in the banking sector

ABSTRACT THE RELATIONSHIP BETWEEN RELATIONAL MARKETING APPROACH AND CUSTOMER LOYALTY AND A PRACTICE IN THE BANKING SECTOR Makbule KATLIDAĞ Department of Business Social Sciences Institues Uşak University, March 2016 Advisor: Asst. Prof. Serdar AYDIN Traditional marketing approach which finds it difficult to compete because of the effects of the globalisation and technology has given its place to the relational marketing today. Relational marketing is a concept that is based on the human relationship and takes the wishes, needs and complaints of the customers into consideration as well as appreciating the customers and maintaning the satisfaction of the customers at the maximum level. It is because the human relations establised on the basis of trust and loyalty are difficult to be imitated that the businesses benefit from the relational marketing approach both to create the customer loyalty and develop the services and the products. In this study, the relationship between the relational marketing approach and the concept of customer loyalty has been dealt with and the benefits they provide to eachother has also been mentioned. While the points on which the businesses, which here mean the bank being the subject to the practice under study, pay attention while using the approach of relational marketing, the benefits and focal points of the approach have been touched on in this paper, how the customer loyalty has been influenced from these approaches has been revealed as well. The answers taken from the banks having been questioned in the interview and the positive impact of the relational marketing on the customer loyalty in accordance with the analysis of the data have been studied to be indicated with a different factors. Key Words: Relational Marketing, Customer Loyalty, Customer Satisfaction, Customer Orientation, Modern Marketing.