The effect of interent banking service quality on customer loyalty: T.C. Ziraat Bankası A.S. application of Bitlis province example

The banking sector is at the forefront of the service sectors that follow technological developments and implement them quickly. The fact that there are many banks serving in the sector and that there are similar products in these banks increases the competition. In this sector where competition is intense, banks that ensure customer satisfaction gain many advantages. Based on the information in the databases, the banks divide the customers into segments and determine the products suitable for the customers and make their sales. Customer relations personnel who are in contact with the customer throughout the sales period; By taking into account the customer's demands and complaints, they provide feedback as soon as possible, thus increasing customer satisfaction. In addition to the services they provide at the branch, banks also provide services outside the branch through alternative distribution channels (internet banking, pos, ATM, mobile banking, etc.). With alternative distribution channels, customers are provided with a large part of the transactions offered at the branch, regardless of time and place. The fact that customers benefit from these services by using technological tools not only gives them a cost advantage, but also increases their confidence in the business in terms of ensuring the reliability of their transactions. The fact that the customer performs transactions at low cost and with confidence also provides satisfaction to the banks. In this thesis, the internet banking application, which is widely used from alternative delivery channels, has been studied. In this context, the effect of internet banking service quality of T.C.Ziraat Bankası A.Ş. on customer satisfaction and customer loyalty has been examined. In the research, a positive relationship was found between the service and the customer. By increasing the service quality of banks, customer manufacturers and loyalty to their customers can be used. Key Words:Internet Banking, Customer Loyalty, Customer Satisfaction, Service Quality