Determining factors that effect on consumer's retail bank selection: A case study in Aksaray

The aim of the study is to determine the factors affecting the individual bank preferences of consumers in the banking sector, which has an important place in the service sector, by the example of Aksaray. Today, when banks are forced to develop customer-based marketing strategies under the intense impact of the competitive environment, consumer preferences need to be determined in the most accurate way.By providing customer satisfaction and customer loyalty with banking practices that are oriented to consumers ' preferences and needs, it may be possible to be come more easily competitive with other banks in a competitive environment..As a result of the study, it was understood that there are four main factors that consumers take into account in their bank preferences.In the eyes of consumers, personel characteristics, technological facilities, physical characteristics and the corporate reputation of the bank were determined to be the most important factors.