The effect of bank image to the customer perception, bank image of employee and customer: An example of bank image

Image is the peoples' ideas of an object, organization or an other person. Nowadays, as image is an important subject, it is a manageable fact. The organizations also perceive image as an important subject . Especially it is important to know how the banking services are perceived. That is why these two important concepts are vital for banks in order to survive and compete. In our study, service quality and the perception of bank image in view of customers and employees are tried to be analyzed.Of the bank's employees 210 people and of the customers 192 people are surveyed to measure their perceptions of bank image and service quality. For this study, besides 22 questioned survey about service perception, sıx for image and five questions for personal characteristics are used in April for a state bank in Ankara. In study, relational survey model is used.There have been many studies which measures bank's service perception of customers up till now, but there aren't much studies which takes in to accout the employees also. Similarly, the bank image is also examined by only the customer's or the employee's point of wiew. It is determined that there are no relationship study between these two groups, so this study is aimed at to make up for this deficiency.The survey polled to the employees and the customers of a state bank is analyzed throuqh various statistical( Mann Whitney U-Test and Kruskal Wallis Test) technics by using SPSS.As a result of the study, the employee's and the cuctomer's perceptions are similar. Besides, interesting results are achieved. For example, by both groups it is concluded that the behaviour of the employees rather than the advertisements and the physical design is more important factor affecting bank image . It is suprising that these two items , constituting a substantial part of banks' expenditures, affect less image of a bank.